Brand management

3. BRAND MANAGEMENT 12
3.1. BRAND MANAGEMENT PHASES 13
3.2. BRAND DEVELOPMENT STRATEGY 14
3.2.1. The product line expansion strategy 14
3.2.2. Brand extension strategy 15
3.2.3. Re-branding strategy 16
3.2.4. Competing brand strategy 16
3.3. BRAND MANAGEMENT’S LIFE CYCLE 16
4. BRAND VALUE CONCEPT 18
CONCLUSION 20
LITERATURE 21
INTRODUCTION
Ever since the old brand has played an important role in the market. Trademarks have been used for the buyer acquiring the product and left him happy, looking for the next time, could help identify the manufacturer's own products. But nowadays, the importance of branding in the market is growing rapidly. Increasing number of products that are very similar in features, so the consumer brand is one of the most important means of identifying the goods and the company - a competitive advantage. After all, the best marks are visible, the more desired. But a long-term brand success does not depend on customers who buy a single number, while the number of customers who buy repeatedly, are loyal to the brand.
Basically brand - is a producer (seller) the obligation to provide the user with a certain product features, benefits, and even a set of services. Therefore, the ability to create, preserve, protect, enhance brand image and expand its use of professional boundaries is an important task of marketing professionals. For these reasons, trade marks and brand management is becoming one of the major marketing research projects.
1. PRODUCT IDENTIFICATION AND MARKING
There are many different products and in order to define the product market for goods identification. Product identification - it is their isolation from competing products, the use of certain marketing measures. All of identification must be easily seen and are specific to a particular company product or commodity group. Means of identification may be very different (in the form of goods, some marking and the like). Identifies key in marketing the...

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