ABSTRACT
Brand management begins with full a systematic information on the term “brand.” It comprises
emerging a promise, construction of that promise, and maintenance of the situation. It means defining the
brand, standing the brand, and delivering the brand. Brand management is nothing but an act of creating
and sustaining the brand. Branding makes customers committed to your business. A strong brand
differentiates your products from competitors. It gives a quality image to your business. Brand
management includes managing the tangible and intangible characteristics of the brand. In the case of
product brands, the tangibles include the product itself, price, packaging, etc. Although in the case of service
brands, the tangibles include the customers’ experience.
Keywords: Brand Management, Indian Marketing Environment
1. Robert V. Kozinets et al Teaching Old Brands New Tricks: Retro BfaiKting and the Revival of
Brand Meaning Journal of Marketing Vol. 67 (July 2003), 19-33
2. David Gilbert ( 2003) Retail Marketing Management
3. Chih-Wen Wu (2003) An Empirical Study Of Marketing Environment, Strategy And
Performance In The Property Market
4. Ailawadi, K.L., Lehmann, D.R. And Neslin, S.A. (2003) “Revenue Premium As An Outcome
Measure Of Brand Equity”, Journal Of Marketing, 67 (October): 1-17
5. Mihalis Kavaratzis Et Al (2004) City Branding: An Effective Assertion Of Identity Or A
Transitory Marketing Trick