Reflective Journal

MKT 465

Introduction

Today, brands represent a significant proportion of a company's enterprise value. The traditional approach to brand management is changing and there has been shift towards a new paradigm in the marketing organization .This emerging trend represents a more away from a system focuses on the individual brand manager, who is responsible for all the business activities that relate to ensuring the success of a specific brand. The value of a brand name is associated closely with its awareness, quality perception, and the customer satisfaction engendered by related products and offerings, among others. Brands are symbols that consumers have learned to trust over time, and they often signal intangible product qualities.

Customer satisfaction and...