Brand Management
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Title: Brand Management

Essay Details:

Subject: Business
Author: Peggy W
Date: July 1, 2011
Level: University
Grade: B
Length: 16 / 4718

Essay text:

This starts with the leaders of the company who define the brand and control its management. It also reaches all the way down the company and especially to the people who interface with customers or who create the products which customers use. Brand management performed to its full extent means starting and ending the management of the whole company through the brand. It is simply far too important to leave to the marketing department. The CEO should be (and, in fact, always is) the brand leader of the company. Creating the promise Creating the promise means defining the brand. A good brand promise is memorable and desirable...

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