BRAND MANAGEMENT AND CONSUMER’S CULTURAL CONTRADICTIONS: LESSONS LEARNED

This article is an attempt to explore basic principles of brand management and its relation to marketing strategy. Starting with differentiating between brand, logo and identity, then highlighting some international brand failures due to very tiny and trivial reasons, and a legitimate question appears, why? While these famous brands employ marketing professional and brand management experts. The article tries to answer this question through a cognitive approach due to restriction of time; nevertheless, few counter examples were included and researched; the main reasons which may cause the brand failure is poor marketing strategy and ineffective customer relationship management (CRM). Poor marketing strategy and CRM may be a result of poor market analysis which neglected the necessity of localization of some products. The article can be enriched by empirical analysis in the future and concentrate on a specific market