Brand Management

Concept Briefing:

Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. Brand management helps increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price. See Brand Equity.

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Continue reading 16.01.2007. 10:17

Organization Development

Concept Briefing:

Abbreviated "OD", an organization-wide planned effort to increase organization effectiveness and health through planned interventions in the organization's processes, using behavioural science knowledge. OD is usually managed from the top. It is a complex strategy intended to change both the culture (beliefs, attitudes, values) and structure of organizations so that they can better adapt to new technologies, markets, and challenges.

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Continue reading 16.01.2007. 06:14

Management

Concept Briefing:

"Management" (from Latin manu agere "to lead by the hand") characterises the process of leading and directing all or part of an organization, often a business, through the deployment and manipulation of resources (human, financial, material, intellectual or intangible). Early twentieth-century management writer Mary Parker Follett defined management as "the art of getting things done through people."

One can also think of management functionally, as the action of measuring a quantity on a regular basis and of adjusting some initial plan, and as the actions taken to reach one's intended goal. This applies even in situations where planning does not take place. From this perspective, there are five management functions: Planning, Organizing, Leading, Co-ordinating and Controlling.

Management is also called "Business Administration", and schools that teach management are usually called "Business Schools". The term "management" may also be used to describe the slate of managers of an organization, for example of a corporation. A governing body is a term used to describe a group formed to manage an organization, such as a sports league.

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