1. What is CRM? Define
CRM is concerned with the creation, development and enhancement of individualized customer relationships with carefully targeted customers and customer groups resulting in maximizing their total customer life-time value.
Example of CRM
Telemarketing teams
CRM software can be particularly valuable for businesses that sell over the phone. A specialist business magazine has found that its current practice of keeping leads in different central databases makes it difficult for sales people to systematically call prospective subscribers. The publisher implement a CRM solution with a single, central database connect to a telesales software package. Now the publisher's sales force has an automated system that brings up the details of a lead whilst dialing the number at the same time.

2. How CRM is important to brand management?
-Able to segment markets more efficiency
-Follow trends of mass customization
-Identify customer needs with right product
-Extend brand equity as a total corporation

Example
Luxury brands have so far been reluctant to adopt any of the classical tools of mass marketing. One of these is customer relationship management (CRM). Prestigious brands are, however, now starting to examine the benefits of the ‘lifelong customer value’ approach, beyond building the social prestige of their names. This paper develops ‘why’ luxury brands need to apply CRM systems and ‘what’ they could achieve by doing so, and addresses ‘how’ this could be applied with the necessary adaptations if these brands wish to keep their luxury status intact.

3. In your opinion, do you think the new digital media makes brand management easier or more difficult?
Easier because Digital media has exploded the connection points that influence brand equity, and fundamentally altered the balance of communications power. Brand communications are now a two