Brand management: brand dynamic: building the most valuable asset in business

Abstract

Businesses all over the world are recognising the phenomenal value of brand as a driver for profitability. A strong competitive brand differentiates a company from its rivals, attracts attention, represents quality, generates confidence and gains consumers’ loyalty. As a complex mixture of both tangible and intangible attributes, brand involves every touch points between the marketer and consumers allowing the development of relationships pertinent for long term profitability and sustainability of a business. Significant literature reviews in marketing have substantiated that branding management have become a very important strategy to transform transactional marketing into relationship marketing and ordinary companies to be successful companies (Aaker, 1996; Keller, 2003; Gregory, 2004).