Prof.(Dr.) Arun Bhatia

  Brand Management: Building and Sustaining Brand Equity Introduction to Brand Management: Brand management is a strategic process that involves creating, maintaining, and enhancing the perception of a brand in the minds of consumers. It encompasses various activities aimed at building brand awareness, fostering positive brand associations, and ultimately driving brand loyalty and equity. Definition of a Brand: A brand is more than just a logo or a name; it represents the collective perception, emotions, and experiences associated with a product, service, or company. Brands convey a promise of quality, consistency, and value to consumers, distinguishing them from competitors in the marketplace. Example: Coca-Cola is not just a beverage; it's a globally recognized brand synonymous with happiness, refreshment, and iconic advertising campaigns. Brand Management: Brand management involves strategically managing all aspects of a brand's identity, image, and communication to create

  Marketing, Sales, and Branding are interconnected components of a company's strategy to promote its products or services, attract customers, and build a strong brand identity. Here's an explanation of each concept with examples: Marketing: Marketing encompasses a broad range of activities aimed at identifying, anticipating, and satisfying customer needs and wants. It involves market research, product development, pricing, distribution, promotion, and customer relationship management. Marketing strategies are designed to create awareness, generate interest, and ultimately drive sales of products or services. Example: Coca-Cola's "Share a Coke" campaign is a notable example of effective marketing. The campaign involved replacing the Coca-Cola logo on bottles and cans with popular names and encouraging consumers to share a Coke with friends and family. This personalized approach resonated with consumers, leading to increased brand engagement, social media buzz, an