Talk:Brand management/Archives/2013

Proposed merges
Below for reference is a rough consolidation plan for a lot of branding articles I feel need merging into fewer articles. CorporateM (Talk) 18:44, 29 January 2013 (UTC)

Remaining articles after merge

 * 1) Brand: Definitions of components of brands can be consolidated here, except where they exceed WP:LENGTH
 * 2) Brand management: The act or profession of managing a brand and various methodologies/tactics can be consolidated here, except where they exceed WP:LENGTH
 * 3) Brand loyalty: Broken out to a separate article from Brand per WP:LENGTH using summary style on Brand
 * 4) Green brands: Broken out to a separate article from Brand per WP:LENGTH with some information in the brand management article
 * 5) Employer branding: Broken out to a separate article from Brand per WP:LENGTH using summary style on Brand

Merged articles

 * Visual brand language - > Brand
 * Brand evangelism -> Merge already suggested to Evangelism marketing
 * Brand equity -> Methodologies to Brand management; definition to Brand with trimming
 * Brand architecture -> Brand
 * Brand tribalism -> Brand community
 * Brand engagement -> Brand management
 * Family branding -> Brand management
 * Umbrella brand -> Brand management (merged with family branding)
 * Corporate branding -> First half that is definition oriented -> Branding; second half to Brand management
 * Brand language -> Brand management. Most of this can be trimmed and has little to do with language specifically.
 * Brand aversion -> Brand loyalty
 * Individual branding -> Personal branding -> Brand
 * Aspirational brand - left alone
 * Brand community -> Brand loyalty? or Brand management?
 * Brand implementation -> Brand management
 * Brand orientation -> Brand management or Brand?
 * Co-branding -> Brand management

"Potential" of brand
This was added to the lede, where it clearly doesn't belong. It might be suited to the body of the article if presented in a clear fashion. --Ronz (talk) 16:02, 28 April 2013 (UTC)

Rewrite of lede based upon managementstudyguide.com
I'm not sure managementstudyguide.com is a reliable source. --Ronz (talk) 16:20, 29 April 2013 (UTC)

Large additions made without regard to article content
I moved this large addition below because it was dumped into the lede area without regard for the current article structure, content, and sources.

Large additions like this are often copied from somewhere else, so someone might want to check. It does look like it has very good information and sources for the article. The details and puffery about McElroy needs to go, and the references need to be formatted with inline citations. Most should go in the History section. The first paragraph needs some indications of sourcing to help figure out what to do with it. --Ronz (talk) 05:02, 5 May 2013 (UTC)


 * Hello Ronz, I deeply appreciate your edits concerning my formatting, placement, and citations. This was in fact, my very first contribution to Wikipedia!  The fact someone responded actually blows my mind, I would love to possibly communication by e-mail so I can master the format and style the seasoned editors here at Wikipedia employ.  I will look to remove the "fluff" from McElroy, as I agree it's not all necessary.  If any of the sources appear fishy, I will take a second look.
 * --AboveTheIssues (talk) 09:18, 10 May 2013 (UTC)AboveTheIssues
 * Glad to have someone working on this. Most of it should go into the History section rather than at the top. See WP:LEDE for details. --Ronz (talk) 17:02, 10 May 2013 (UTC)

Content moved to talk
Brand Management refers to an element of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations and images or a strong awareness of the brand. Developing a strategic plan to maintain brand equity or gain brand value requires a comprehensive understanding of the brand, its target market and the company's overall vision

Although the concepts of branding have existed for thousands of years, modern brand management can trace its origins to the early 20th century, the birth of brand management has roots with Mr. Neil McElroy (1904-1972), a young and driven Harvard graduate who, while working on an advertising campaign for Carnay Soap, grew agitated by the fact the marketing structure forced his products to compete with its parent company's. In a terse and succinct three page memo, McElory elaborated on his theory that, "In addition to having a person in charge of each brand, there should be a substantial team of people devoted to thinking about every aspect of marketing it. This dedicated group should attend to one brand and it alone. The new unit should include a brand assistant, several "check-up people," and others with very specific tasks" (Harvard Business School).

As McElroy's idea grew in popularity among product-based consumer companies, who quickly developed a mold for a general "brand manager." Cresting in popularity during the 1950s, brand managers typically, "were energetic young executives marked for bright futures within a company. All of Procter & Gamble's own CEOs after Deupree had brand-management experience. This group included Neil McElroy himself, who headed the company after Deupree retired in 1948, and who in 1957 became Secretary of Defense under President Eisenhower.

Brand management as a business technique was one of the signal innovations in American marketing during the twentieth century. It epitomized the persistent theme of balancing centralized oversight with decentralized decision making based on who in the company had the best information about the decision at hand. The mass proliferation of brand managers is illustrated by the fact that by 1967, 84 percent of consumer packaged good companies employed the marketing tactic. In 1973 Harvard professor Stephen Dietz remarked, "The brand manager form of organization has been so widely adopted in the United States that it is now considered the norm for multi-product consumer goods companies," wrote Dietz (1973, p. 127). As modes of social communication continue to shift, brand management tactics have evolved to cover all aspects of social media, proliferating a constantly crafted image.

American Business, 1920-2000: How It Worked - P&G: Changing the Face of Consumer Marketing - HBS Working Knowledge." American Business, 1920-2000: How It Worked - P&G: Changing the Face of Consumer Marketing - HBS Working Knowledge. Harvard Business School, 2000. Web. 03 May 2013.

"Brand Management." Definition. Investopedia, n.d. Web. 03 May 2013.

Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation George S. Low and Ronald A. Fullerton Journal of Marketing Research, Vol. 31, No. 2, Special Issue on Brand Management (May, 1994), pp. 173-190 Published by: American Marketing Association Article Stable URL: http://www.jstor.org/stable/3152192

Proposed merge with Brand Curation
Same topic  Brainy J  ~ ✿ ~ ( talk ) 15:59, 30 July 2013 (UTC)