Eric Lee
Section 23
Bus 103
Date: 2013/2/22

Temporal. P. (2010). Advance Brand Managment. Singapore: John Wiley &Sons (Asian) Pte.Ltd.

Brand managment includes developing a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing creating and sustaining the brand. Branding makes customers committed to the business. A strong brand differentiates products from the competitors. It gives a quality image to business.

Companies’ principle is making profits. So why should we still consider the group of nonprofitable customers? One of the reason we don’t give up on nonprofitable customer segment is customers may turn into profitable after encourage. Remember that marketing is not about making money. Marketing is all about managing the relationship with customers. Branding is about building a image that is remarkable to everyone * CRM is also about looking at customers who may not be big spenders now, but could be if they are encouraged by a really good brand experience. While the economics of foucusing on your most profitable customers are compelling, a good CRM program shouldn’t ignore all the others. Although it makes sense to pay more attention to more-profitable customers, the same CRM principles can apply at all levels. (pp.204) * Sometimes, there is no option but to kill (whether it is done quickly or slowly) or sell off a brand. In other words, the brand manager decides to remove the brand from the portfolio. This is usually a consequence of a negative reply to the question. “ Can the brand be revitalized?” Killing a brand is often called brand deletion, and unwanted brands that are should off are often referred to as orphan brands.(pp.186) * The reasons that a brand may be deleted maybe, there is no foreseeable route to recovery when a brand