MindMap Gallery Marketing Management Brand Management
Brand management is a management term and an important part of marketing management. Mainstream business and management courses such as EMBA and MBA include brand management as an important part of their education for managers. The picture below shows my understanding of the establishment and maintenance of brands in advertising, and I would like to share it with you.
Edited at 2020-02-27 11:20:47This Valentine's Day brand marketing handbook provides businesses with five practical models, covering everything from creating offline experiences to driving online engagement. Whether you're a shopping mall, restaurant, or online brand, you'll find a suitable strategy: each model includes clear objectives and industry-specific guidelines, helping brands transform traffic into real sales and lasting emotional connections during this romantic season.
This Valentine's Day map illustrates love through 30 romantic possibilities, from the vintage charm of "handwritten love letters" to the urban landscape of "rooftop sunsets," from the tactile experience of a "pottery workshop" to the leisurely moments of "wine tasting at a vineyard"—offering a unique sense of occasion for every couple. Whether it's cozy, experiential, or luxurious, love always finds the most fitting expression. May you all find the perfect atmosphere for your love story.
The ice hockey schedule for the Milano Cortina 2026 Winter Olympics, featuring preliminary rounds, quarterfinals, and medal matches for both men's and women's tournaments from February 5–22. All game times are listed in Eastern Standard Time (EST).
This Valentine's Day brand marketing handbook provides businesses with five practical models, covering everything from creating offline experiences to driving online engagement. Whether you're a shopping mall, restaurant, or online brand, you'll find a suitable strategy: each model includes clear objectives and industry-specific guidelines, helping brands transform traffic into real sales and lasting emotional connections during this romantic season.
This Valentine's Day map illustrates love through 30 romantic possibilities, from the vintage charm of "handwritten love letters" to the urban landscape of "rooftop sunsets," from the tactile experience of a "pottery workshop" to the leisurely moments of "wine tasting at a vineyard"—offering a unique sense of occasion for every couple. Whether it's cozy, experiential, or luxurious, love always finds the most fitting expression. May you all find the perfect atmosphere for your love story.
The ice hockey schedule for the Milano Cortina 2026 Winter Olympics, featuring preliminary rounds, quarterfinals, and medal matches for both men's and women's tournaments from February 5–22. All game times are listed in Eastern Standard Time (EST).
brand
~Management Overview
Brand classification
According to market position
1.Leader Brand
2. Challenger Brands
3. Follower Brand
According to the branding object
1. Product brand (Coca-Cola) 2. Service brand (express, KFC) 3. Organization brand (cleaning) (main)
4. Personal brand 5. Event brand (Olympic Games, F1) 6. Place brand (times)
~Connotation
Brand product attributes
1. Brand performance
2. Brand performance (attribute) level
3. Search attributes and experience attributes
brand external attributes
Brand awareness
meaning
Brand
concept
Components
Content (the associations evoked by the name)
Agreeableness (feelings about associations)
Strength (how closely the association is with the brand)
Influencing factors p47
1. The image of the product or service itself (which forms the basis of the brand image content)
2. Image of product or service provider (strict teacher and high disciple)
3. User image (consumer group, age and income)
~Design
~Identification definition
~Identification of product brands
1. Product range 2. Product attributes 3. Quality/value 4. Purpose 5. User 6. Country of origin
brand elements
explicit
Name, logo (logo and icon, mark word, logo color,) packaging, advertising song (language)
implicit
Brand Promise/Personality/Experience
logo
concept
type
A word logo, a logo composed of words, is the unification of the brand name and the brand identity. It directly displays the brand name to consumers, thereby enhancing the memory of the brand name. (Sony, IBM, Lenovo)
Graphic logo, a logo composed of graphics. Compared with words, designed words or graphics can easily form memories and differentiate between them, and have the power to influence people's impression of the original brand. (Benz)
Logo that combines pictures and text is more common, which not only remembers the brand name, but also gives people a certain association. (Baidu)
Celebrity Endorsement p75
Pay attention to the problem
1. Matching quality
2. Timeliness
3. Single audience (pursuit of personalization)
4. Positive stickiness (image in the play)
5. Inverse correlation (words and deeds of famous people)
in principle
1. Select celebrities based on brand personality and product positioning
2. Use celebrities with high credibility
~ Positioning
concept
Elements p88
1. Brand itself 2. Target consumers 3. Competitors
~Features
The concept of brand personality
brand personality structure
1. Brand personality
2. Brand temperament
3. Assist brand personality
~Culture
The concept of brand culture
The significance of brand culture p136
1. Brand culture is an inexhaustible source of brand value
2. Brand culture is the driving force for brands to maintain competitive advantages.
3. Brand culture enriches the connotation of corporate culture and is an important guarantee for enhancing corporate cohesion.
4. Brand culture is an effective way to achieve brand personality differentiation
5. Brand culture is the basis for building brand loyalty
Misunderstandings in brand culture building p146
1. Superficial brand culture construction
2. The means of building brand culture are single.
3. Brand culture lacks personality
4. Brand culture is out of localization
5. Aging of brand cultural connotation
~ spread
Advantages of public relations in disseminating brand information p165
1. Lower communication costs
2. Enhance the credibility of brand information
3. Coordinate relationships and optimize the brand marketing environment
Advantages of promotional communication brand p167
1. Easily attract consumers’ attention and influence their purchasing decisions.
2. Highly interactive and in direct contact with target customers.
3. Respond to competitors’ market behaviors.
Brand community p169
Word-of-mouth communication (marketing)
concept
Function/Significance/Characteristics/Value p171
1. Word-of-mouth communication is credible
2. Word-of-mouth communication is targeted
3.~Risk resistance
4.~Be able to discover potential customers
5. Positive ~ conducive to building brand loyalty
6.~Enables enterprises to effectively avoid the edge of opponents
7.~Can effectively save expenses and reduce costs
8.~More friendly and contagious
Word-of-mouth communication management strategy 5
1. Active guidance
2. Build trust
3. Attract attention
4. Establish a brand circle
5. Elimination of negative word-of-mouth
Design (how to be effective~?)
1. Find target groups who are satisfied with the brand
1. Find target consumers who are satisfied with the brand
2. Find authoritative people who have influence on your target market
3. Find in a community or society
2. Deepen consumers’ impression of the brand
3. Provide opportunities and places for word-of-mouth communication
1. Let the selected target consumers distribute samples instead of the company
2. Hold gatherings
4. Provide a place for brand communication (symposium)
5. Verify the effect of word-of-mouth communication (questionnaire)
~Experience
concept
Features p184
1. Show personality
2. Pursue interaction
3. Contains emotion
4. Create happiness
~Strategy
a
concept
Classification p216, pt seven
Brand architecture pt four, p225
Single/multiple, advantages and disadvantages
~Relationship
brand community
concept
Features p259
Community members share the same values
Community members share a sense of responsibility
Community members share certain rituals, symbols and traditions
Community members actively participate in community activities and share experiences
~Assets
concept
Brand Alliance/Joint p274
~Crisis Management Pt 9
Brand crisis concept
Brand crisis characteristics
Crisis management principles
Brand crisis handling methods/measures p310
Brand maintenance
concept
Conservative maintenance: In corporate business strategies, non-offensive and To strengthen the communication and management methods to stabilize the brand position and reputation.
Positive maintenance: refers to the methods used by enterprises to enhance corporate image and brand equity. Image communication and management methods as well as internal product innovation, quality management, etc. method is an active offensive to expand the market and strengthen the brand image. sexual strategy.
significance
Discussion: Why should we carry out brand maintenance? What is its significance? Avoid brand aging, prevent and resolve crises, maintain and enhance brand vitality
Two aspects of brand legal protection
Trademark rights
Characteristics: (granted by the state) exclusivity, temporality, regionality
1904 Qing government's "Trial Regulations for Trademark Registration"
Patent rights (case)
Brand innovation
concept
Learn about brand licensing
Four strategies
Case