Brand management in Irelands indigenous sector Essay

Brand management in Irelands indigenous sector - Essay Example 442). Brand assets are difficult and expensive to develop, maintain, and adapt. The offering environment is cluttered, confused, and complex in part because of the proliferation of products, brands, and sub-brands. Dynamic market contexts with the emergence of new sub-categories make it necessary to adapt and stretch brands, putting additional strain on their ability to deliver the needed support. Consequently to understand the dynamics of brand management and assess whether or not they are successful in communicating the brand to consumers and whether or not those strategies enhance their brand equity, this proposal was developed. The organization of this proposal is the following. Firstly, a description of the project is presented. Secondly, the methodology is proposed. Thirdly, an approximated time schedule of research is developed. Finally, a provisional table of contents is suggested. The aim of this research is to assess whether a firm is successful in communicating the brand to consumers and whether their strategies enhance their brand equity of three Ireland companies. Consequently, the general objective is: In reference to academic relevance, this research pretends to support empirical evidence to the field of marketing metrics. The suggestion of Rust et al. (2004) about search for empirical support to the chain of marketing activities has been taken into account. With respect to managerial relevance, th... 1.3. Academic and Managerial Relevance of the Subject In reference to academic relevance, this research pretends to support empirical evidence to the field of marketing metrics. The suggestion of Rust et al. (2004) about search for empirical support to the chain of marketing activities has been taken into account. With respect to managerial relevance, this research pretends not only to tell the board that brand management contributes to the company, but also to give them the effectiveness of marketing in money terms. 2. Description of the Project 2.1. Literature Review in Short 2.1.1. Brand Management Brand Management is the best way for firms to manage their precious brand assets (Low and Fullerton 1994). Additionally, brand managers are responsible for the performance of brands as well as central coordinators of all marketing activities for their brand and responsible for developing and implementing marketing plan. Along the years the research in Brand Management has been associated with Corporate approach, Retailing, Strategies, Alliances, Brand Extension, new Research methodology approaches, Non-profit firms, International decisions, and others. One reason for studying brand arises from a strategy-based motivation to improve marketing productivity (Keller 1993). Perhaps a firm's most valuable asset for enhancing marketing productivity is the knowledge that has been created about the brand in consumers' mind from the firm's investments in previous marketing programs. What consumers know about brands is the brand knowledge. On the other hand, brand Awareness is related to the strength of the brand node or trace in