What is brand management? The basic definition is the process of maintaining, improving, and upholding a brand so that the name is associated with positive results. But there is more to learn about brand management than just its definition. After…

How to brand your Business? What is business branding? How to do it? Businesses stand a better chance of survival when they are recognized and respected brands within the market. Branding is an important part of business that no organization…

Even companies who truly believe that differentiation is the only way to build a strong brand might end-up with brands that are not differentiated at all- and not from the lack of effort on their part. It has become extremely…

Even diversified brands started out as specialists. This is going to knock your socks off. Some of the most diversified companies on the market today actually started out as specialists. That specialisation allowed them to grow into big global brands.…

Product Line Positioning by Usage To minimize cannibalization, marketers adopt different positions for their brands in the same product category. Differentiation by usage occasion is one such strategy. Union Carbide’s Eveready (dry cell) batteries provide a good example. Till the…