Brand Management Case Study

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Recommended: Contemporary brand management

Brand Management I

What are some do's and don'ts as far as brand management goes?
&
What should companies do to ensure that their brands are effective?

Lamija Palalija
Ajdin Mekić
Ahmed Talić
Alem Hasanović
Communication Skills MAN 105
Professor Duerod
December 18, 2015
Brand Management II

Abstract When somebody hears the word brand they usually think of some popular, famous company’s name, its logo, its trade mark or the products that are produced by that certain company. Initial thought leads to identification favorite brands of an individual. Behind favorite brands there are not just hidden products and company, but also different human emotions. Products and goods, for a long time now, do not only fulfill …show more content…

Our brand’s position present an early gatekeeper in the prospect’s journey to purchase and to brand advocacy. There are some steps in branding which we need to consider: first we need to gain prospect’s attention (i.e. “Coca-Cola?”), and communicate our category (i.e. “The manufacturer of beverages”) and the last obstacle represent capturing their interest with an attribute which must be different and relevant also (“Coca-Cola…pure drink of natural flavors”). Brand is really important, so missed opportunity to position the brand can have huge effects and also can send strongest products into obscurity. For example let’s consider Segway, Apple’s Newton or almost any of Google’s products that stray from their core search and information retrieval competence (e.g. Google Video, Buzz, Wave, Answers, etc …). All of these brands have great enter in the market with great products and extraordinary awareness advantage but they are also failed in gaining’s consumers interest. The main reason for failure is that they lacked a valid strategy to position them in consumer’s minds. There are some tips below that can help us to avoid common pitfalls and also to help us to craft the type of position for our brand that confers a strong competitive

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