Marketing Management

Branding and Brand Management

Establishing a successful brand involves more than having a catchy brand name, it requires hard work and a good strategy. The payoff of a company's efforts may be a strong customer base that is not easily enticed by competitor's products. In this section learn about the keys to creating strong brands and learn which brands are considered the market leaders.

Principles of Marketing Tutorials
This Topic Area is also Mentioned in the Following KnowThis.com Tutorials: Managing Products Product Decisions Click Here to See List of All Principles of Marketing Tutorials

Marketing Stories for Topic Area

Sharper Image Lives on as a Brand Name, Coming to a Retailer Near You (the retail stores are dead but brand still has value) BloggingStocks
How Small Companies Build Big Brands BusinessWeek [video]
A Practical Guide to Branding BusinessWeek
FedEx to Drop Kinko's Name, Take $891M Charge (the price of losing brand equity) USA Today
Converse's All-Star Image (Nike's strategy for venerable brand) BusinessWeek
A 1950s Brand Mascot Fights 21st-Century Indigestion (reviving an old brand character) New York Times

Click Here to See All 87 Stories for Topic Area

The Weblinks Collection

AllAboutBranding.com *Fairly extensive site that provides information and materials examining numerous branding issues including creating, managing and measuring brands. Also contains a glossary of branding terms, a brand test and other resources. Unfortunately the site has not been updated since 2006 so it remains to be seen if it will continue to be an active resource.
BrandChannel *Visitors will find a number of resources related to branding including papers, discussion board, directory of firms who offer branding services, book reviews and more.
Branding - Lowe Foundation *Offers several articles on the importance of creating a strong brand.
Building Your Brand *Well done multimedia presentation from Bank of America on product and service branding that contains good information and strategy ideas for building a successful brand (requires Flash Player plugin and cookies must be enabled).
BusinessWeek - Top Global Brands *Annual listing of top 100 global brands.
Electrical, Electronic and Cybernetic Brand Name Index *Extensive listing of brand names found in mostly computer and technology industries.
Food and Brand Lab - Cornell University *University research site that offers a number of interesting articles related to food marketing including issue related to consumer behavior, packaging and branding.
Prophet Knowledge Center *Site for consulting company has a number of good articles on branding and brand management.
The Naming Newsletter *Offers short articles related to product and company naming strategies and other issues related to creating a unique brand. To access full list click on the "View more articles by category" dropdown menu and select Naming Strategies.
VisioBrand *This site acts as a directory of name brands with listings broken down into numerous categories. It is best used to learn which brands may compete in the same market (not always accurate but pretty good) and also to find direct links to brand websites. Downside is the site does not appear to indicate how frequently it is updated.

Product Decisions Tutorial
Find out what is involved in the product and branding side of marketing in the Product Decisions section of our highly detailed Principles of Marketing tutorial. Click Here for Tutorial

Managing Products Tutorial
Find out what decisions must be made when developing a product and brand strategy in the Managing Products section of our highly detailed Principles of Marketing tutorial. Click Here for Tutorial