Brand Management (MKT624)
VU
Every brand manager should strive to create a strong position for his/her brand. There are certain principles that you must follow to create a strong position. While you improve your brand to keep it current, you must manage the desired shift in positioning in a subtle way. The brand must not lose credibility. You must be careful and highly analytical in choosing the right position for your brand, for you should position it from the platform of one benefit. Talking about all benefits in your communications leads to confusing the consumer. Different benefits should be weighed against a set of criteria to choose the best position for the brand. Bibliography: 1. Scot M. Davis: “Brand Asset Management – Driving Profitable Growth through Your Brands”; Jossey-Bass, A Wiley Imprint (123)
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