User talk:AboveTheIssues


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Proposal for Brand Management
Here is my change, I am suggesting it be added as the top section of the "brand management" wikipedia page.

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." 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.

{{Management} "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

AboveTheIssues (talk) 02:00, 10 May 2013 (UTC) AboveTheIssues

Heya :D
Just wanted to pop round and give you an informal welcome to this wide wiki-world of ours. It's a pretty cool place to be, and pretty damn gratifying to know that well-sourced stuff you wrote is being read by people all over the world - and may even be used by lazy students just like us (I'm in second year uni :P) who can't be bothered reading books and who want a one-site-fits-all solution for their assignments. Remember, it can get a little heated from time to time. Like any other community out there, people tend to have strong opinions and may become personally attached to certain articles. I'd hate to see you pour your heart and soul into a piece of work only for it to get deleted (been there, done that), so I'd suggest giving someone the heads up to ensure you're on the right track. If you feel a bit writer's-blocky, bored, intimidated, or just have a life outside Wikipedia that demands your attention, don't hesitate to take what we like to call a "wiki-break". Anywho, I love how enthusiastic you are, and I hope you enjoy this wonderful new experience. Have a great day. :D--Coin945 (talk) 17:17, 10 May 2013 (UTC)