13

integrated brand marketing

Although brand identity management and advertising are two of the more important and visible components of brand management, I hope that by the time you have finished reading this book you will agree that brand management is much more holistic and interdependent than that.

For instance, a typical marketing budget is divided among the following activities: advertising, promotion, trade shows, lead generation, other sales support (collateral materials), website, Internet marketing, direct mail, telemarketing, publicity, brand identity management, and market research. Some companies devote marketing resources to pricing strategy/management, product marketing, channel marketing, and trade relations. If the company makes ...

Get Brand Aid, 2nd Edition now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.