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brand management
In marketing, brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things.
==Definitions==
In 2001 Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers." In 2004 and 2008, Kapferer and Keller respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction.〔Shamoon, Sumaira, and Saiqa Tehseen. "Brand Management: What Next?" ''Interdisciplinary Journal Of Contemporary Research In Business'' 2.12 (2011): 435–441. Business Source Complete. Web. October 20, 2012.〕
Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product (see: Brand equity). Based on the aims of the established marketing strategy, brand management enables the price of products to grow and builds loyal customers through positive associations and images or a strong awareness of the brand.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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