Brand learning 14th chapter- Brand Management.doc

 PAGE \* MERGEFORMAT 77 ‘Brand learning’ 14th chapter: Brand Management Management, the management of the hardware, as one property, there is the management of the software - such as corporate culture, entrepreneurship and so on, brand management belongs to the scope of software management. Enterprise management development today requires us to grasp both the hardware management also should pay attention to software management, while the ‘brand management’ software management can be said the top priority! Whether the brand grow to maturity in breeding, expansion, brand management will be consistent. The so-called brand management, is an organic whole process of brand management, in order to operate the brand operations across the enterprise to play the role of a good driver, continuously improve the company’s core values and brand equity for the enterprise to create the flagship lay the foundation for a hundred years. For an enterprise, creating a brand is not difficult, difficult is that in the beginning of the brand founded on the thought of a hundred years to make the brand, the brand has managed to build up can also keep it after the consolidation of down and continue to develop. Have to break through this difficulty, the most important thing is to brand management. Brand Management Although this is only part of the brand creation process, but should be regarded as the most critical work. It will bear the brand creative activities to plan, organize, coordinate and control functions. Its essence lies with the full power of mobilizing businesses to brand focal point for implementation of the right customers to buy cognition and management of the whole process of buying behavior. A good brand management, for product to compete and win in the market has a crucial importance. Because a good brand itself has identified the function of goods for advertising and other promotional activities, provided a basis for consumers to buy goods plays a guiding role. Secon