Disney CEO Michael Eisner said: "when the choices have become vast, the only things that will matter are brand names". So in the context of free play of market forces and rude competition in the world economy of today, an efficient management of brand is a key factor in a business strategy. This has become more interesting with the diversity of the mediums of communication such as, Medias, newspapers, the digital environment (internet, cell phones) and so on. Enterprises which have understood this reality take maximum advantage of their brand, which in some cases has gain an incredible value. For some of those enterprises, the brand is the main source of revenue, since it has been demonstrated that "consumers pay more for branded items that they believe have higher value and lower risk than lesser known alternatives". The table below shows how successful some brand has become.
To understand the difference between brand and trademark, let us refer to WIPO Publication No. 450(E), What is intellectual property? It states that "A trademark is a distinctive sign, which identifies certain goods or services as those produced or provided by a specific person or enterprise. Its origin dates back to ancient times, when craftsmen reproduced their signatures, or "brands" on their artistic or utilitarian products. Over the years these brands evolved into today's system of trademark registration and protection.
[...] Brand management in a business strategy of an enterprise Table of contents I- Introduction II- Is there any difference between Brand and trademark? III- How do you manage your brand to make it successful? IV- Advantages of a good management of brand Bibliography Some useful websites for entrepreneurs I- Introduction Disney CEO Michael Eisner said: “when the choices have become vast, the only things that will matter are brand names”. So in the context of free play of market forces and rude competition in the world economy of today, an efficient management of brand is a key factor in a business strategy. [...]
[...] Make sure every advertisement, brochures and letters helps reinforce the same message. • Be close to your clients or customers by social actions to make them trust and like you You have to render services to communities, towns and villages as part of your cooperate social responsibility. This will help you to be close to your clients or customers by social actions to make them trust and like you. IV- Advantages of a good management of brand A good management of your brand will automatically provide you advantages you could exploit in order to continue to grow: • More clients or customers The first advantage of an efficient management of a brand is that you gain more clients or customers, because those later “pay more for branded items that they believe have higher value and lower risk than lesser known alternatives”. [...]
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