Asian Journal of Research in Business Economics and Management
Year : 2012, Volume : 2, Issue : 2
First page : ( 14) Last page : ( 19)
Online ISSN : 2249–7307.

Brand management

Parameshwari K. Lalitha

Karpagam University, Coimbatore

Online published on 13 February, 2012.

Abstract

In the Coporate world of today, survival itself is a big task. That too, getting its name registered in the minds of the public is a much challenging task for the business houses. Among the various important aspects that has to be given special concern is the brand name. The word “brand” is derived from the word ‘ brandr’ meaning “to burn.” It refers to the practice of producers burning their mark (or brand) onto their products. The Italians were among the first to use brands, in the form of watermarks on paper in the 1200s. Brands in the field of mass-marketing originated in the 19th century with the advent of packaged goods. When shipping their items, the factories would literally brand their logo on the barrels used, extending the meaning of “brand” to that of trademark. Without a good and recognized brand name, no matter how good the products or services are, the overall business (profit) would probably not be as encouraging. A great brand name would be something that people can associate with the products or services offered.

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