Topic: BusinessBrand Management

Last updated: December 17, 2019

The course Global Brand Management, takes on all the relevant elements related to brand and brand building. Brand management starts off by analyzing the deeper meaning of brand.

To some brand means mostly symbols and associations that reflects success, to other it is beyond that. If we look for a proper definition, then according to American Marketing Association, “A brand is name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or a group of sellers and to differentiate them from those of competition. This may sound simple but when anyone opts for practical implication, it becomes complex without any structures. And that is why for generations marketeers follow different models and frameworks in building the brand from just a brand to a successful one. Powerful brands create meaningful images in the minds of customers (Keller, 1993). While Keller explained the entire purpose of strong brands in a sentence, its often widely misinterpreted if people jump in making their brand successful without creating relevant context to it. The purpose of this paper is to explore a company and critically analyze its success/failure using the Brand Resonance Pyramid(Keller,2009).

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