Concept information
Preferred term
brand management
Definition
- the supervision of and responsibility for all aspects of the marketing program for a particular brand, as opposed to an entire category or line of products; for example, the Doritos brand for Frito-Lay. [Source: Dictionary of Marketing Communications; Brand Management]
Broader concept
Belongs to group
URI
https://concepts.sagepub.com/social-science/concept/brand_management
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