1 Brands and Brand Management
Learning Objectives
After reading this chapter, you should be able to
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Define “brand,” state how brand differs from a product, and explain what brand equity is.
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Summarize why brands are important.
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Explain how branding applies to virtually everything.
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Describe the main branding challenges and opportunities.
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Identify the steps in the strategic brand management process.
A brand can be a person, place, firm, or organization
Sources: Pictorial Press Ltd / Alamy; Damian P. Gadal/Alamy; somchaij/Shutterstock; Jason Lindsey/Alamy
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Ever more firms and other organizations have come to the realization that ...
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