Essentials of Marketing

7  Brands and Brand Management

DOI: 10.4324/9781003170891-10

LEARNING OBJECTIVES

• ‣ To understand the role and importance of brands
• ‣ To explore strategies for the management of successful brands
• ‣ To analyse how brands build value and equity for a variety of stakeholders
• ‣ To evaluate characteristics and properties of powerful brands

Introduction to Brands and Brand Management

A brand was traditionally an indelible mark burnt onto something – a barrel, a cow, or even an imprisoned slave – to display ownership and discourage theft. As brands evolved from these crude beginnings, they became symbols to differentiate one company’s products from those of competitors and imitators. In the 19th-century UK, Bass Brewers printed a red triangle ...