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What Brand Management Means for Distributed Marketers

Posted by Tracy Sloger on Jun 17, 2014 3:09:47 PM

Brand Management can be defined as a marketing function that requires one to develop position, maintain, and leverage a brand to best attract and retain clients and customers. Consistency in messaging and design convey stability, responsibility, and trust with customers and resonate with both current and potential audiences. While attracting new customers is important, retaining brand equity with existing customers is paramount and cost efficient, as according to Understanding Customers by Ruby Newell-Legner, “It costs six times more to attract a new customer than it does to keep an old one.”

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Topics: Blog, brand management, retaining customers, brand compliance

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