In Part 4 of our series on Marketing Management, we dive into the art and science of building strong brands. This episode examines the elements that make brands memorable, trusted, and influential in customers’ lives. Kotler and Keller emphasise brand positioning, identity, and equity, exploring how companies can create a distinct brand image that resonates with consumers. We’ll discuss the steps involved in establishing a brand’s personality, creating emotional connections, and maintaining brand relevance in a competitive market. Join us as we explore strategies for developing brands that stand the test of time and inspire customer loyalty.