What isare brand management

Gladishev Dmitriy Nogovitsyn Maxim Кirill Khuseinov
The problem of brand building

Today is an era of globalization. The globalized markets have emerged. Marketers now realize that there is a global need to standardize the products, packaging, and communication. However, the problem faced by the brand managers is how to implement the strategies that can release the full potential of their brand. At the same time, globalization and technology has gifted the ability to create logos and other proprietary brand images.
Abstract

The art of marketing is largely brand building. If not a brand, it will be viewed as a commodity.
Intoduction

Brief histiory of brands

Brand management begins with having a systematic knowledge of the word “brand”.
“Branding is everything; Companies live or die on the strength of their brand.”
Brand Management

Logo quiz !

Advantages of Global Brand
Achieving economies of scale in production and distribution
Reduces marketing costs and brings uniformity in marketing practices
Synergy is created by appropriate market expansion and collaboration, which would help in longterm growth
Global brands

Global brand failures

Issues Branding In Global Markets
Language differences
Colors have different meanings
Own distinct set of customs and ethnicity
Successful global brand team
An organization cannot utilize the same brand features in all markets
Six Challenges in Global Branding
Economic Assistance
Effect of Approving
Emotional Appeal
Effective Culture
Economic, Legal and Political conditions
Efficient distribution channel
Issues and chalanges of branding in global markets

Conclusion
In general, technology and globalization have been wonderful for business. The ability to create logos and other proprietary brand images in electronic format has certainly increased the efficiency and lowered the cost distributing branded materials.