|
Brand and Brand Management usually go together, but not all the time. While most business types will benefit considerably from branding, Brand Management - as practiced by fast moving consumer goods companies and several other industries - is not for everyone. To Establish a Brand is to Establish a Whole new organisation and a whole new concept.
The core management theory behind Brand Management is that treating the brand like a business in it's own right enables managers to be put in place to orchestrate all the aspects of managing that business. Brands are the focus of decisions and accountability, and this approach enables everyone and everything involved in the brand to share a common business mission - delivering the brand promises to the marketplace.
The Brand Wheel
As illustrated in the following diagram, Brand Management deals with much, much more than what many people think of as "marketing".
Marketing is concerned with far more than just the advertising and demand generation side of things.
Here, things can get somewhat philosophical. Even though all the above functions may not report to the Brand Manager directly, he or she is really acting in a sort of general management role. One of their absolutely key tasks is to ensure that the organisation understands the value which the brand is promising to deliver to customers and the brand identity that the business wishes to project in order to maximize it's appeal and build customer franchise and brand equity.
Is this very different from what a business unit manager does in many other industries? The answer depends on how the management accounts are structured... In an organisation that has fully implemented brand management the entities around which allocations, operating expense budgets, headcount, and sales targets are structured are the brands, rolling up into brand groups, which themselves may roll up to categories. While functional areas such as manufacturing, customer service, IT, sales channels, and marketing communications may all have their own budgets and structures, they will also be accounted for (and possibly matrix-managed) across the brands. The organisation will be managed principally on the P&Ls of the brands.
The strategic process, environment and analysis,
segmentation and positioning for building brands. Consumer behaviour
geographically, brand and product information systems and the application
of Brand Management using changing strategies and mature , powerful
marketing principles
We prepare case studies on various marketing techniques
we apply and implement effectivelyto achieve success, strategically
helping our clients win in marketing plans
FOR DEVELOPING BRAND as your CORPORATE marketing
tool.
|
