What is the brand asset management?

Asset management is an advertising function and promotion used for products and services. Managers of the brands oversee, develop and promote the products or services of their consumer company. The product or service brand of each company is somehow launched differently than competition brands.

For example, two companies that report a similar vegetable soup as the same target market could have very different branding strategies. One company can place an easily open, canned product as a healthy but comfortable food that adults or children enjoy, while a competing company can place soup in glasses and emphasize that home taste is ideal for the whole family. In principle, Brand Asset Management produces and promotes assets or valuable benefits from the company's name products. Marking of the brand management manner must be easily recognizable by the target market. This is why many best -selling products have rhyming or unusualNames designed to address targeted buyers.

For example, children's cereals often have fun names that are promoted in catchy songs or jingles to increase brand recognition and message that the product is a fun experience for children. If the product does not sell as well as expected, the decision to manage the brand asset would then try to solve the reasons found a thorough market research, such as the high sugar content. The final result could be re -designation of cereals as fun treatment, which is better than candy for all vitamins B, riboflavin and other nutrients it contains.

Although the product is sold well on the target market, it is still necessary to constantly manage the brand asset to be fresh and relevant. NSUMERs change, often because of new health studies or information or as a result of economic shifts. For this reason, the price of the production must beit is always managed effectively; It must be appealed to consumers, yet it offers a profitable return on investment (ROBI) for the company. In order for the brand to be powerful in relation to competitors' offers and what consumers want and need, it is important that market research is essential.

Asset management is held in the company's marketing department. Managers of brands who develop brand assets to best fulfill the market, and Robi usually have at least a bachelor's degree and four years of marketing experience. The brand managers must be creative and analyst and also focused on results.