Branding

Topics: Marketing / Pages: 7 (1551 words) / Published: Feb 18th, 2014
“With reference to the combination of the articles as support and background, critically evaluate the role of marketing management and its impact on branding and organisational performance”
So I am going to start bringing you through with a few definitions and then I will bring you through the 3 articles.
What is Branding?
The process involved in creating a unique name and image for a product in the consumers ' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
“Even in the world of theatre, what actors say is less important than what they do. That’s why any director will tell you, ‘Action is character’. But in our world action is branding.”
What is Marketing Management and its roles?
The application, tracking and review of a company 's marketing resources and activities. The scope of a business ' marketing management depends on the size of the business and the industry in which the business operates. Effective marketing management will use a company 's resources to increase its customer base, improve customer opinions of the company 's products and services, and increase the company 's perceived value.
After much research through many websites and books I have found the roles of a marketing management to be as follows:
These are the six dimensions in the role inventory of the marketing manager I have found: marketing mix management; managing internal relationships network; strategy development and execution; managing external relationships network; data and knowledge management; and
Managing marketing productivity and performance.
What does organisational performance mean?
Organisational performance is the analysis of a company 's performance as compared to goals and objectives. Within corporate organizations, there are three primary outcomes are analysed by : financial performance, market performance



Bibliography: Marketing and business performance – Neil A. Morgan (2012) Branding unmasked – Nigel Hollis (2005) The importance of marketing – Richard C. Leventhal (2005)

You May Also Find These Documents Helpful

  • Branding
  • Branding
  • Branding
  • Branding
  • Branding
  • Branding
  • Branding
  • branding
  • Branding
  • Branding