Tag Archives: brand management

Incorporating Customer Behavioural Factors into Marketing Strategies

In his book on brand management, David Arnold (1992: 106) stated, “If a brand is developed without reference to the consumer group then the chances of it being successful are reduced “. Several years later, Martin Evans and other authors … Continue reading

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Understanding the role of the brand marketer

Before considering the role of a brand manager, it is perhaps important to understand the meaning of the term brand as it occurs in the business environment. and how it is used to encourage consumers to purchase goods or services … Continue reading

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