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Brand Management

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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. Knowledge Management. How to brand you. Personal Branding: How to Brand You?

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? 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 : Bloggers and (Personal) Brand-Building. eMarketer estimates nearly 28 million US Internet users write a blog in 2009, and those bloggers run the gamut from hobbyists and part-timers to self-employed and corporate bloggers.

Bloggers and (Personal) Brand-Building

According to a Technorati survey of bloggers worldwide, most are men, ages 18 to 44, affluent and well-educated. About one-quarter work for a traditional media outlet in addition to blogging, and most still don’t make any money from their self-publishing activities. But there are other ways to create value. Fully 70% of bloggers polled by Technorati said they talked about products or brands on their blog. The most common activity was to post about brands they loved—or hated—as well as to write reviews or post about experiences with stores or customer service.

Nearly six in 10 of all the bloggers surveyed said they were better known in their industry because of their blog, and one-quarter had used their blog as a resume or sent it to potential employers. Keep up on the latest digital trends. Three Keys You Need to Know About Personal. Cartoon by @gapingvoid There is an awful lot of conversation about personal branding these days — books, blogs, social media, webinars, conferences, etc.

Three Keys You Need to Know About Personal

And a lot of what they all say is important. I was talking with my friend Stephanie A. Lloyd about her 2010 plans the other day, and she was telling me some of her thinking about personal branding. She helped boil down my thinking on personal branding to a mere three critical steps. 1. 2. What If: The New New York Times. Like everyone else I’ve watched the print media world fall apart over the last few years.

What If: The New New York Times

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.

I certainly don’t think the NYTimes is going to be shutting down any time soon. The Brand Gap.