Brand Management

Brand management defines positioning statement, target consumers/buyers, key brand benefits, brand personality, packaging design stance, appropriate graphics, product naming and other core competencies. The brand is the personality that identifies a product. Brand management manages the physical representation and consistent application of brand identity across visual identity carriers. This can include signage, uniforms, liveries, interior design and branded merchandise. Brand implementation encompasses facets of architecture, product design, industrial design, quantity surveying, engineering, procurement, project management and retail design. Careful brand management seeks to make the product or services relevant to the target audience. Brands are more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer. There are many intangibles involved in business, intangibles left wholly from the income statement and balance sheet to determine a business's worth. The learned skill of a knowledge worker, the type of mental working, the type of stitch: all may be without an 'accounting cost' but for those who truly know the product, for it is these people the company should wish to find and keep, the difference is incomparable. Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase a product's perceived value to the customer, thereby increase brand franchise, and brand equity. A brand widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it achieves brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristics. From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding, people may often select the more expensive branded product the quality of the brand or the reputation of the brand owner.

Green Vehicle

A green vehicle is a vehicle that is considered to be more "environmentally friendly" than traditional all-petroleum internal combustion engine vehicles. This is accomplished by having a low dust to dust energy cost. It provides a way of sustainable transport. The United States Environmental Protection Agency (EPA) is promoting the marketing of greener cars via the Smart Way program. The Smart Way and Smart Way Elite designation mean that a vehicle is a better environmental performer relative to other vehicles. This US EPA designation is arrived at by taking into account a vehicle's Air Pollution Score and Greenhouse Gas Score. Higher Air Pollution Scores indicate vehicles that emit lower amounts of pollutants that cause smog relative to other vehicles. Higher Greenhouse Gas Scores indicate vehicles that emit lower amounts of carbon dioxide and have improved fuel economy relative to other vehicles. To earn the Smart Way designation, a vehicle must earn at least a 6 on the Air Pollution Score and at least a 6 on the Greenhouse Gas Score, but have a combined score of at least 13. Smart Way Elite is given to those vehicles that score 9 or better on both the Greenhouse Gas and Air Pollution Scores.

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