Effective brand management requires a long-term marketing decisions. Brand management in the long term requires strengthening brands and, if necessary, activate brands. Strengthening of brands includes software design innovations, production and merchandising and ensure the relevance to the user and the use of images. Another important consideration in building brands consistency of marketing support that the brand gets, both in terms of the scope and nature of this support. Revival of the brand, on the other hand, requires either that the lost sources of brand equity are recaptured ("back to basics" approach), or that new sources of brand equity identified and established. Two general approaches: increasing the depth and / or width of brand awareness by improving brand recall and recognition of consumers during the purchase or consumption settings, and improved strength, favorability, and uniqueness of brand associations that make up the brand image (either in terms of existing or new brand associations). "Hide
by Kevin Lane Keller Source: California Management Review 24 pages. Publication Date: April 1, 1999. Prod. #: CMR150-PDF-ENG
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