Brand Management Strategy and Why it is So Important?

CJ Retail Solutions

Brand management strategy is crucial for any brand in order to maximise business objectives such as brand recognition, revenue and long-term goals. If you’re still unsure why having a brand strategy is essential, read our guide below to discover all the benefits. .

Do you have real life talks with buyers and brand managers?

Shopper Intelligence

What does that mean for category management and shopper insights? When we meet brand managers do we listen to what they are worried about? Views Category ManagementWhat’s so good about two people conversing? My phone hardly ever rings these days. I am inundated by emails.


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Trending Sources

Authentic Brands, Owner of Forever 21 and JCPenney, Files for IPO

Retail TouchPoints

Authentic Brands Group (ABG) — which has made a name for itself by scooping up bankrupt retail brands such as Forever 21 , JCPenney , Aéropostale and Brooks Brothers and bringing them back to life through licensing — is planning to go public. We are brand owners, curators and guardians.

LivePerson debuts SocialConnect and EmailConnect to help brands manage all digital customer interactions in one place

Retail Technology Review

This debut gives brands the ability to easily manage customer conversations regardless of the channels where they occur – all in one place. LivePerson, Inc. has launched SocialConnect and EmailConnect, bringing social media and email into the LiveEngage platform. Retail Supply Chain Internet Retailing

Payless Relaunches E-Commerce Business, Plans To Open 300-500 Stores

Retail TouchPoints

We saw an opportunity for the brand to relaunch into the U.S. Among the retailer’s new brands is the Kendall + Kylie line designed by Kendall and Kylie Jenner.

PVH Sells Off Heritage Brands as it Turns Focus to Calvin Klein, Tommy Hilfiger

Retail TouchPoints

is selling its Heritage Brands portfolio — which includes the Izod , Van Heusen , Arrow and Geoffrey Beene brands — to fellow brand management firm Authentic Brands Group for approximately $220 million. PVH Corp.

Brand recall: Does your brand stand out?


Hundreds of brands fighting to attract the attention of shoppers both in-store and online. Depending on their strategies, some brands manage to remain the first choice of thousands of people. retail marketing brand awareness brand marketing

How Shapermint is Staying True to Its Self-Love Roots

Retail TouchPoints

Brands are hopping on the body positivity bandwagon, but Shapermint is standing out with its data-driven approach.

Hallenstein Brothers gets new CEO

Inside Retail

Brown has been a brand manager at True Alliance since 2009, most recently managing the Ben Sherman brand. In that role, he was responsible for product sourcing, buying, design, marketing, wholesale and retail sales, brand positioning and organisational development.

Retail events and conferences to attend in 2022


It’s important for brands managers and retail representatives to keep up with the latest trends and find the best solutions for their shoppers. The retail industry has changed a lot in the last few years, especially due to the Pandemic.

Hula Hoops unveils refreshed packaging

Talking Retail

John McDougall, brand manager at KP Snacks, said: “Hula Hoops is an iconic brand and continues to be a dominant player in the crisps, This story continues at Hula Hoops unveils refreshed packaging.

Cadbury to launch Caramilk buttons

Talking Retail

Nancy Galvin, brand manager for Cadbury, said: This story continues at Cadbury to launch Caramilk buttons. Cadbury is to launch a Caramilk version of its chocolate buttons.

Sour Patch launches watermelon flavour

Talking Retail

Sweets brand Sour Patch Kids has released a new watermelon flavour. Anna Ulrich, brand manager. The new Sour Patch Kids Watermelon 140g bags will have a recommended retail price of £1.32 and have been certified by the Vegan Society, helping retailers tap into this growing trend.

Smirnoff adds a new pre-mix flavour to its vodka range

Talking Retail

Camisha Zinke, Smirnoff brand manager, said: “Following the launch. Smirnoff has launched a pre-mixed can of vodka flavoured with raspberry and lemonade. The new 250ml format is available from 6 April and will be in either a single slimline can or a price-marked pack.

Swizzels kicks off summer campaign

Talking Retail

Confectionery manufacturer Swizzels has launched a summer campaign for its Squashies brand. Clare Lynch, Squashies brand manager at Swizzels, said: ‘‘Squashies continues to.

Cofresh launches lunchbox-friendly crisps

Talking Retail

Indian snacking brand Cofresh has launched a multi-pack format for the back-to-school season. Cofresh brand manager Jon. The packs contain 5x20g bags of Cofresh Grills in Sweet Chilli, Peri Peri and Chilli Cheese flavours, retailing at 70p.

New KitKat Chunky Caramel

Talking Retail

Kitkat has launched a new, limited-edition caramel version of its Chunky range, Callum Smith, assistant brand manager for KitKat, said: “We think fans will be delighted with our latest innovation.

Anne Klein, Lotto parent buys majority stake in Isaac Mizrahi

Inside Retail

Global brand management firm WHP Global has bought a 70 per cent stake in Isaac Mizrahi from Xcel Brands, in a deal valuing the American designer label at US$68 million. Through the acquisition, WHP Global now owns and operates brands with a combined turnover of more than $4.2

KitKat gets festive with limited edition winter flavour

Talking Retail

Nestlé Confectionery is launching a limited edition caramelised biscuit variant for its KitKat brand. Alicia Gardner, assistant brand manager for KitKat, said: “With its warming spiced caramel flavour, our newest two-finger KitKat is.

Starbucks ready-to-drink chilled coffee now in take-home cartons

Talking Retail

Laura Scott, senior commercial brand manager, said: “The new Starbucks multi-serve variants respond to our consumers’ evolving consumption habits. Starbucks ready-to-drink chilled coffee has added a 750ml multi-serve carton to its range.

Wrigley’s Extra chewing gum introduces two new flavours

Talking Retail

Sasha Storey, senior brand manager for Extra, said: “Following the successful. Mars Wrigley’s Extra gum has launched two new fruit flavours – apple and blueberry.

The Famous Grouse campaign inspires togetherness

Talking Retail

Whisky brand The Famous Grouse has kicked off a global campaign to “inspire consumers to share, savour and enjoy The Famous Grouse together”. Lewis Bright, global senior brand manager at The Famous Grouse said: “The ‘Join Us By.

Theme park tickets deals offered with Yazoo

Talking Retail

Flavoured milk brand Yazoo is running its ticket promotion with the Merlin group for the third summer running. Maren Fuhrich, Yazoo’s brand manager, said: “With the summer months approaching, we wanted to shake up the mundane so.

Nestlé unveils cocktail-inspired After Eight flavour

Talking Retail

Nestlé Confectionery is set to launch a Mojito & Mint flavour for its After Eight brand. Debbie Bowen, senior brand manager for After Eight said: “Last year’s limited edition Gin & Tonic After.

Cadbury spreads joy with gifting bars launch

Talking Retail

Nancy Moore, brand manager for Cadbury Gifting, said: “The last year. Cadbury Dairy Milk is launching limited edition chocolate gifting bars this summer.

Cadbury adds nutty flavour to Wispa range

Talking Retail

Joshua Collier, brand manager at Mondel?z Cadbury is launching a limited edition Wispa Gold Hazelnut flavour to help retailers drive sales.

Spar gets ready for summer with new wine launches

Talking Retail

Adam Georgiou, brand manager from Spar UK, This story continues at Spar gets ready for summer with new wine launches. Alcohol alcohol spar Spar Brand symbol groups wineSpar is rolling out four new wines for its own-label range ahead of the summer.

Sean “Diddy” Combs Bids for Bankrupt Sean John Label


million to purchase the assets of Sean John, the fashion brand he founded, out of bankruptcy, reports Bloomberg. Brand management firm GBG USA Inc. owns 90 percent of the brand via a joint venture with Combs, according to court papers.

Nestlé announces new launches for spring

Talking Retail

Meg Miller, brand manager for Kit Kat, This story continues at Nestlé announces new launches for spring. Nestlé is to launch a series of new confectionery products for the spring, including Kit Kat Bites and Aero in the form of a chocolate button.

French biscuits make their way to UK stores

Talking Retail

French biscuit brand LU is launching into the UK in four varieties. each) will offer shoppers a “quintessential taste of France to enjoy at home” Charlotte Parkes, senior brand manager for LU, said: “It’s not every day that you can say.

Eat Natural launches major summer advertising campaign

Talking Retail

Lucia Gimson, brand manager at Eat Natural, said: “Our vision is to enable consumers to reconnect with nature, providing the authentic taste. Snack bar maker Eat Natural is launching its first-ever multi-media advertising campaign this month.

Cono Sur highlights sustainability efforts with digital campaign

Talking Retail

Chilean wine brand Cono Sur has kicked-off a digital campaign focusing on its sustainability credentials. Cono Sur senior brand manager Heather Jones said: “We know from research.

Spar delivers on pledge to launch own-label vegan wine range

Talking Retail

Adam Georgiou, Spar’s brand manager for own-label alcohol in the UK, said: “More than half a million people took part. Spar has launched a range of own-label vegan wines, the first grocer to do so.

Immersive Queen store opens on Carnaby Street

Retail Focus

The new store, created in partnership with Bravado, Universal Music Group’s merchandise and brand management company, features all of the hallmarks of the band. The Champion collection features unisex T-shirts and sweatshirts, with a nod to the fashion brand’s heritage.

Nescafé rolls-out Gold iced coffee range into convenience sector

Talking Retail

Laura Branch-Parker, senior brand manager at Nestlé. Nescafé has launched its Gold Iced Coffee products into convenience stores. Nescafé Gold Iced Cappuccino and Nescafé Gold Iced Latte Salted Caramel contain seven sachets per box, retailing at £2.98

Batteries Plus Hires New Marketing and Merchandising Chief as it Plans 115 New Stores

Retail TouchPoints

Prior to his hire at Batteries Plus, Detenber served as CMO for Artisanal Brewing Ventures where he led brand strategy, new product development and marketing. Batteries Plus has hired Derek Detenber as its new Chief Marketing and Merchandising Officer.

Diet Coke celebrates authenticity with media campaign

Talking Retail

Amber Topalcik, senior brand manager at Diet Coke, said: “With a broad, passionate, and loyal fanbase, this. Diet Coke has launched a media campaign to “shine a light on individual authenticity”.

Magners kicks off six-figure advertising campaign

Talking Retail

Godelieve Crawford, Magners senior brand manager, said: “Summer is always an exciting season for cider and it is the perfect time to bring ‘When Time Bears. Magners Irish Cider is kicking off its first advertising campaign in four years.

Five Guys opens first Australian outlet

Inside Retail

Master franchisee Seagrass Hospitality is opening the long-awaited fast food brand at the Penrith Panthers Leagues Club on the busy Mulgoa Road. Robby Andronikos, brand manager of Five Guys Australia, said “It’s been an incredibly fun journey to bring the Five Guys opening to this point.

First Steps To Start A Career In Retail Design Without Experience

Retail Focus

Brand Your Business. If you’re not very good at branding yourself, you might need to hire the service of a skilled brand manager who can present your business aesthetically.

Quality Street and John Lewis announce the return of in-store pick and mix stations

Retail Focus

Quality Street brand manager Cat Mews said: “We know how much people missed our pick and mix stations at John Lewis last year, so we are delighted to announce that they are back for 2021.

Virtual masterclasses now available online

Inside Retail

Curious about how the world’s most inclusive fashion brand manages inventory for all shapes and sizes? Ever wondered how Ikea manages to roll out innovative campaigns globally in record time? Business Careers HR Leadership Management Marketing Professional leadership marketing

ABG Adds Ted Baker to its Brand Roster

Retail TouchPoints

Brand management firm Authentic Brands Group (ABG) has added another major retailer to its portfolio with the acquisition of beleaguered British fashion chain Ted Baker. In particular, ABG cited strong growth potential in North America for the brand.