Brand Aid, 2nd Edition

13

integrated brand marketing

Although brand identity management and advertising are two of the more important and visible components of brand management, I hope that by the time you have finished reading this book you will agree that brand management is much more holistic and interdependent than that.

For instance, a typical marketing budget is divided among the following activities: advertising, promotion, trade shows, lead generation, other sales support (collateral materials), website, Internet marketing, direct mail, telemarketing, publicity, brand identity management, and market research. Some companies devote marketing resources to pricing strategy/management, product marketing, channel marketing, and trade relations. If the company makes ...