The Origin of Brand Management

As more brands appeared within same market sectors while competition within categories increased, managing the creation of ads and resulting images was not enough. It is said that in 1931, Neil McElroy changed marketing forever when he wrote the classic memo at Procter and Gamble (P&G), which lead to the creation of the discipline of brand management (Aaker, Joachimsthaler, 2000; …

UrielThe Origin of Brand Management

Marketing Communication, Positioning and Differentiation

All the various marketing management contributions of the 60s based on Druckerian Management philosophy, did not stop those who believed that the emphasis was to be put on advertising and selling. In this way, Other general models and frameworks about marketing communications were presented and evolved from the 60s. These include models such as the hierarchy of effects approach, the …

UrielMarketing Communication, Positioning and Differentiation