Contemporary Issues in Strategic Marketing

EnglishTürkçe

CHAPTER


DOI :10.26650/B/SS05.2020.002.01   IUP :10.26650/B/SS05.2020.002.01    Full Text (PDF)

Brand Management Strategies and Challenges

Fahri Ünsal

This chapter is about brand management strategies and challenges. It starts with a coverage branding history and then discusses the importance of branding. It then moves into branding strategies. Individual branding, family branding and private branding strategies are described and the advantages and disadvantages of each one are discussed. Generic brands and brands that lost their protection in the past are covered here. It is strongly recommended that brands should be promoted for them to be successful. Promoting through traditional media is still important. However, digital media has surpassed all other media during the recent years. Companies must secure larger budgets and should have a presence in the social media channels in the new environment. Among other forms of promotion advertising during special events such as the Super Bowl is discussed. Sponsorship of mega sporting events such as the World Cup and the Olympics is also important. However, the cost might be a barrier as well as ambush marketing. Product placement in movies and other forms of entertainment is also becoming very important for the promotion of brand. The chapter ends with a discussion of the future of branding. It is argued that energy shortage and sustainably issues will be extremely important in the creation of new brands. It is also argued that food-related technologies and food brands will be the focus of developments in the years to come.


Keywords: Brand, Family Branding, Individual Branding, Store Brands, Brand Promotion.

References



SHARE




Istanbul University Press aims to contribute to the dissemination of ever growing scientific knowledge through publication of high quality scientific journals and books in accordance with the international publishing standards and ethics. Istanbul University Press follows an open access, non-commercial, scholarly publishing.