Brand Management

Brand Management. The New Strategic Brand Management ... Brand management: a theoretical and ... Journal of Brand Management. Brand Management - Open Text Corporation. How brands become icons: the ... Brand Management: Theory and Practice. Harvard business review on brand ...

Brand management is. Disciplines > Brand management > Brand management is The total approach | Creating the promise | Making the promise | Keeping the promise The total approach Brand management starts with understanding what 'brand' really means. This begins with the leaders of the company who define the brand and control its management. It also reaches all the way down the company and especially to the people who interface with customers or who create the products which customers use. Brand management performed to its full extent means starting and ending the management of the whole company through the brand.

Creating the promise Creating the promise means defining the brand. A good brand promise evokes feelings, because feelings drive actions. The promise must be unique and identified with you alone. The right promise is not just something you make up on a Friday afternoon. Making the promise This is where marketing people come into their own. Keeping the promise Keeping promises means managing capability. Knowledge Management. How to brand you. Personal Branding: How to Brand You? Vous aurez noté que certains de mes billets ont parfois un titre anglais. C'est le cas pour celui-ci, car contrairement aux apparences, il est difficile à traduire. Moins dans les mots que dans les faits. Dans les mots, le "Personal Branding", c'est l'idée que chacun peut être sa propre marque qu'il s'agit de communiquer, promouvoir, positionner (par rapport à la "concurrence"), etc.

D'où la question How to Brand You? , How to Brand Yourself? Mais cela reste très difficile à traduire dans les faits pour notre culture francophone, où une connotation sous-jacente et fortement négative est toujours présente, qu'on pourrait rendre par l'équation suivante : self branding = se vendre = pute ! Car là est le problème, tout au moins chez nous, où l'amalgame personal branding-prostitution vient quasi-naturellement à l'esprit. Je vous propose donc cette présentation de David Armano : What If: The New New York Times. Like everyone else I’ve watched the print media world fall apart over the last few years. The poster child for that industry is the New York Times, of course, and their many missteps in recent memory have been well chronicled. In early 2008 Marc Andreessen started a New York Times Deathwatch, and the company’s financial performance has degraded since then. I keep wondering what would happen if the top 10% of the writers at the NYTimes just…walked out.

I know it’s crazy, but let’s just explore this a bit for the heck of it. Today the company is worth just a little over $1 billion. As recently as five years ago it was worth nearly 5x that much. You have to go back to the early 1980s to see a lower stock price. I certainly don’t think the NYTimes is going to be shutting down any time soon. Journalism Isn’t Dead. A couple of weeks ago I met the Politico guys just before they taped their Charlie Rose segment.

Techcrunch event San Francisco, CA | October 13-15, 2026 Journalists still matter. The Brand Gap.