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The Product Manager’s Handbook by Linda Gorchels

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CHAPTER 11

Managing Brand Equity

TRUE OR FALSE: A brand is a logo.

I’m sure that just about everyone reading this book would know that this is a false statement. While a logo is the visual representation of a brand feel, the essence of a brand goes deeper. It is built with every touch point with customers. A brand is a promise, a stereotype, and a means of connecting with customers.

BRAND ELEMENTS, STRUCTURE, AND STRATEGY

Is there any difference between a product manager and a brand manager? Yes and no. At one end of the continuum, the term brand manager is commonly used in the consumer arena for people who manage related products (such as toothpaste or detergent) under a specific brand umbrella (such as Crest or Wisk). The emphasis is on positioning ...

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