To browse Academia. This work explores strategic brand management with a focus on the evolving relationship between brand strategy and business strategy. It emphasizes the necessity for brands to create additional economic value and challenges the notion that traditional brand management is becoming obsolete despite rising interest in alternative marketing techniques. The text provides insights into effective brand platforms and various models designed to help managers achieve sustainable brand equity and competitive advantage in the modern business landscape.
A cardinal objective of marketing is to create value for customers and to capture value from customers in return. Building strong brands facilitate the achievement of this objective, since strong brands win customers' preference through the assurance of value.
The focus of this study is to examine the association between brand value and marketing wellness. Marketing wellness is measured as new product success, sales growth and market share. The study utilized data collected from sixty-six 66 respondents comprising of branch managers, marketing managers and inside sales officers of deposit money banks using a structured questionnaire.
The P r was employed as the test statistic. All the statistical analyses were performed using the SPSS version The study found positive and statistically significant correlation between brand value and all the indices of marketing wellness considered in the study, with market share showing the strongest link with brand value. The study thus concludes that brand value influences marketing wellness and recommends that banks that seek marketing wellness measured in terms of market share, new product success and sales growth should build strong brands that consumers will hold in high repute and which assure value for consumers.
The various financial measurements and aspects of brand extensions are discussed in this paper. For this purpose a framework of brand extension valuation is created.
