Brand Management

Branding is the strategic development and management of differentiation through a unique identity. A brand can be systematically managed with a well defined brand strategy which includes a clear statement (no more than two sentences) of the key brand benefit to target audiences followed by a few key support points or reasons to believe in the brand benefit. The brand strategy also includes an articulation of four to five brand personality traits.
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CMA Publication

Canadian Marketing Association Marketing Facts - 2014 Edition

CMA Marketing Facts - 2014 Edition
Marketing Facts 2014 is the latest edition of the annual publication, released in December 2013. It includes updated statistics and information from over 40 respected and well-known sources. Excerpts and portions from a number of studies not widely available are included ...more

CMA White Papers/Reports

Online Privacy: Where Beliefs and Practices Collide

Online Privacy: Where Beliefs and Practices Collide
Consumers are conflicted about the kinds of ads and offers they might want to receive when online. On the one hand, there is concern about their personal identities being exploited, on the other, there is an appreciation of special offers from brands ...more

CMA Marketing Guides

Success Factors in Today's Marketing Environment

Success Factors in Today's Marketing Environment
The functional role of marketing is now more complex than ever. Digitization, big data, constrained resources ...more

Briefs that Inspire Great Campaigns

Briefs that Inspire Great Campaigns
A well-constructed brief ensures marketers, advertisers, and creative leads are all aligned and working towards the best possible outcome for any campaign and/or brand development ...more