Master Journal List: 149

General Marketing: 7
Field wise: 29
My Field Final = Brand Management --- Brand anthropomorphism

Brand Management
In 2001, Hislop defined branding as "the process of creating a relationship or a connection between
a company's product and emotional perception of the customer for the purpose of generating
segregation among competition and building loyalty among customers." In 2004 and 2008, Kapferer
and Keller respectively defined it as a fulfillment in customer expectations and consistent customer
satisfaction.[2]
Brand management is a function of marketing that uses special techniques in order to increase the
perceived value of a product (see: Brand equity). Based on the aims of the established marketing
strategy, brand management enables the price of products to grow and builds loyal customers
through positive associations and images or a strong awareness of the brand.[3]
Brand management is the process of identifying the core value of a particular brand and reflecting
the core value among the targeted customers. In modern terms, brand could be corporate, product,
service, or person. Brand management build brand credibility and credible brands only can build
brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive
customers.

Strategic Brand Management

Strategic Brand Management was defined by Jean-Noel Kapferer in his book "Strategic
Brand Management: Creating and Sustaining Brand Equity Long Term" (published in
1997) as that branch of brand management that deals with the concept and practice of
managing a brand in its totality.
Just like Total Quality Management (or "TQM") is an integrative philosophy of
management for continuously improving the quality of products and processes,
Strategic Brand Management is a long-term and integrative approach that the company
adopts in creating, developing and managing its brand.
The Strategic Brand Management process adds value to the company’s products and
services by creating a unique identity in the marketplace.
It allows the company to differentiate itself from its competitors, and communicate its
message and market position in a consistent and holistic manner.

Consumer behaviour is the study of individuals, groups, or organizations and all the activities
associated with the purchase, use and disposal of goods and services, including the consumer's
emotional, mental and behavioural responses that precede or follow these activities. Consumer
behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the marketing area.
Consumer behaviour is an inter-disciplinary social science that blends elements
from psychology, sociology, social
anthropology, anthropology, ethnography, marketing and economics, especially behavioural
economics. It examines how emotions, attitudes and preferences affect buying behaviour.
Characteristics of individual consumers such as demographics, personality lifestyles and behavioural
variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide
referrals, in an attempt to understand people's wants and consumption are all investigated in formal
studies of consumer behaviour. The study of consumer behaviour also investigates the influences,
on the consumer, from groups such as family, friends, sports, reference groups, and society in
general.

Marketing management is the organizational discipline which focuses on the practical application
of marketing orientation, techniques and methods inside enterprises and organizations and on the
management of a firm's marketing resources and activities.
Marketing management employs tools from economics and competitive strategy to analyze the
industry context in which the firm operates. These include Porter's five forces, analysis of strategic
groups of competitors, value chain analysis and others.[1]
Macromarketing is an interdisciplinary field that studies marketing as a provisioning technology of
society. It focuses on marketing-society interactions including such topics as marketing systems,
aggregate consumer behavior, market regulation, social responsibility, justice and ethics in markets,
and sustainable marketing

Brand Management
In 2001, Hislop defined branding as "the process of creating a relationship or a connection between
a company's product and emotional perception of the customer for the purpose of generating
segregation among competition and building loyalty among customers." In 2004 and 2008, Kapferer
and Keller respectively defined it as a fulfillment in customer expectations and consistent customer
satisfaction.[2]
Brand management is a function of marketing that uses special techniques in order to increase the
perceived value of a product (see: Brand equity). Based on the aims of the established marketing
strategy, brand management enables the price of products to grow and builds loyal customers
through positive associations and images or a strong awareness of the brand.[3]
Brand management is the process of identifying the core value of a particular brand and reflecting
the core value among the targeted customers. In modern terms, brand could be corporate, product,
service, or person. Brand management build brand credibility and credible brands only can build
brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive
customers.

Strategic Brand Management

Strategic Brand Management was defined by Jean-Noel Kapferer in his book "Strategic
Brand Management: Creating and Sustaining Brand Equity Long Term" (published in
1997) as that branch of brand management that deals with the concept and practice of
managing a brand in its totality.
Just like Total Quality Management (or "TQM") is an integrative philosophy of
management for continuously improving the quality of products and processes,
Strategic Brand Management is a long-term and integrative approach that the company
adopts in creating, developing and managing its brand.
The Strategic Brand Management process adds value to the company’s products and
services by creating a unique identity in the marketplace.
It allows the company to differentiate itself from its competitors, and communicate its
message and market position in a consistent and holistic manner.

The Journal of Vacation Marketing is a quarterly peer-reviewed academic journal that covers the
field of marketing as related to the tourism, hospitality, and events industries.

Interactive marketing, sometimes called trigger-based or event-driven marketing,[1] is a

marketing strategy that uses two-way communication channels to allow consumers to connect with a
company directly. Although this exchange can take place in person, in the last decade it has
increasingly taken place almost exclusively online through email, social media, and blogs.