Brand Management

Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity.

A strong brand differentiates your products from the competitors. It gives a quality image to your business. The aim of branding is to convey brand message vividly, create customer loyalty, persuade the buyer for the product, and establish an emotional connectivity with the customers.

Brand Identity:

SYMBOLS:- Symbols help customers memorize organization's products and services. They help us correlate positive attributes that bring us closer and make it convenient for us to purchase those products and services. Symbols are easier to memorize than the brand names as they are visual images. These can include logos, people, geometric shapes, cartoon images, anything.

LOGOS:- A logo is a unique graphic or symbol that represents a company, product, service, or other entity. It represents an organization very well and make the customers well-acquainted with the company.

The elements of a logo are:

1. Logotype - It can be a simple or expanded name.
2. Icon - It is a name or visual symbol that communicates a market position.
3. Slogan - It is best way of conveying company's message to the consumers.

TRADEMARKS:- Trademark is a unique symbol, design, or any form of identification that helps people recognize a brand. A renowned brand has a popular trademark and that helps consumers purchase quality products.

A trademark is chosen by the following symbols:

• TM - denotes unregistered trademark.
  
• ® - denotes registered trademark.