Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This can result from a combination of increased sales and increased price, and/or reduced COGS (cost of goods sold), and/or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand, and thus, “Brand Managers” often carry line-management accountability for a brand’s P&L profitability, in contrast to marketing staff manager roles, which are allocated budgets from above, to manage and execute. In this regard, Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone.Branding strategies applied through original concepts geared to keep you one step ahead and current with the times. Forward Motion Concepts specializes in online branding to help bring more traffic to your website.
Forward Motion Concepts Helps Companies to:
be protected (or at least protectable) under trademark law
be easy to pronounce
be easy to remember
be easy to recognize
be easy to translate into all languages in the markets where the brand will be used
attract attention
suggest product benefits (e.g.: Easy-Off) or suggest usage (note the tradeoff with strong trademark protection)
suggest the company or product image
distinguish the product’s positioning relative to the competition
be attractive
stand out among a group of other brands
get online branding presence