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Title:

Brand management

Introduction:

Brand management is the process of maintaining, improving, and upholding a brand so that the name is associated with positive results. Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to customers. Proper brand management can result in higher sales of not only one product, but on other products associated with that brand. The concept of brand management is introduced by Neil H.McElroy at proctor and gamble. The aim of branding is to convey brand message vividly, create customer loyalty, persuade the buyer for the product, and establish an emotional connectivity with the customers. Branding forms customer perceptions about the product. It should raise customer expectations about the product. The primary aim of branding is to create differentiation from the competitors companies in the market. Objective:
The aim of this proposal is to compile the brand specific practices of --------- to demonstrate how brand images are embedded in consumer behavior, and how companies can analyse their brand strength. Literature review:
Brand image strength has previously been studied mainly in terms of a brand's equity, which is proposed to moderate the impact of marketing activities on brand image (Raggio and Leone, 2007), or a brand's financial value to a company (Salinas and Amber, 2009). Strong brands have been defined by Keller (2008, p. 27) as the best known and most highly regarded brands. In this paper we propose that brand strength may be uncovered with the help of practices, and the role images play in them. A practice relates to the unconscious dimension of consumer decision-making: Antonides and van Raaij (1998, p. 220) argue that much of consumer behaviour occurs without extensive consideration and reflection. Consumer practices refer to the more or less routinised actions, which are orchestrated by tools, knowhow, images, physical space, and a subject who is carrying out the practice (Korkman, 2006, p. 27). It is asserted that brand images play an important role in everyday consumption practices, since they form a part of the interpretational frame that customers rely on when they are exposed to brands. A practice approach is in line with the recent advances in marketing thinking, where value creation is proposed to be located in consumer activities (Vargo and Lusch, 2004; Arnould et al., 2006; Schau et al., 2009). The spirit of the service dominant logic has impacted branding literature by highlighting the need to explore the temporal dimension of consumers' brand images (Ballantyne and Aitken, 2007; Payne et al., 2009; Arnould et al., 2006; Strandvik and Rindell, 2010; Pitt et al., 2006) and understand what consumers do with brands, not only what they think (see e.g. Arnould et al., 2006; Fournier, 1998). So far, studies on

practices have explored the process of collective (Schau et al., 2009) and private brand value creation (Holt, 1995), but the role of consumers' brand images in practices is so far an uncharted territory. The present paper studies consumers' brand images based on two novel concepts, image heritage and image-in-use (Rindell, 2007), which we propose are embedded in practices. These two concepts capture the temporal and contextual aspects of brand images. Image heritage embodies the consumer's past brand related experiences about a brand (Rindell, 2007). Image-in-use stands for the consumer's current image construction process influenced by image heritage (see also Rindell et al., 2010). Image-in-use varies in different consumer activity contexts when, where, and with whom the image is constructed in consumption (Rindell, 2007)

Methodology: A sample of 50 plus respondents The research method is descriptive research. I will collect primary data by distributing questionnaire to these 50 sample of data. Data analysis: ANOVA, t-test, multiple regression with ----spss v.19
The data analysis identified a number of brand specific practices. As proposed by Shove and Pantzar (2005), three elements constituted the practices: 1. an object (what tools or resources are required in the practice); 2. an image (what images are involved); and 3. a competence (what competences does the practice require). The data is rich in activity based material as people tend to reflect on what they have done or are doing with the brand. Next, a number of dominant practices will be presented. It is expected that the more multi-faceted the practices related to the brand are, the stronger the brand is.

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