Branding management is the process of managing your company's brand over time. This includes overseeing marketing activities, advertising campaigns, customer service initiatives and other promotional efforts to grow awareness for your business and create an emotional connection with customers. Brand managers may work on behalf of businesses both large and small, as well as nonprofit organizations or government agencies.
Brands are often broken down into three categories - strong brands have high awareness but low differentiation; aspirational brands have high differentiation but low awareness; neglected brands have neither high awareness nor differentiation.
Branding, like everything else in marketing strategy is all about matching the right product to the right customer at the right time. Branding management and brand building can make sure of that or give companies much better chance to succeed in their business.
Brand identity plays a vital role in branding management of a company. The brand identity may include written text, goods, food services, names, tag lines, symbols etc.. Brand identity must be based on the important aspects such as market identification ,brand reputation ,product experience ,customer relationship.
Brand managers are responsible for overseeing the branding processes in their companies and helping shape, build or repair brand identities that have fallen out of favor with consumers.
Brand managers make sure a company's image is consistent across its marketing materials, including logos, websites, brochures and advertisements. Brand managers also may work on new product development efforts to ensure consumers see the newest offerings as part of the same overarching brand identity.
Branding management is also about assuring quality control and consistency. Branding management can protect your company from making embarrassing mistakes - like running an ad featuring a model wearing clothing that doesn't belong to you fashion lines in one ad while another line uses a different model in the next!
Branding managers must be aware of all brands communications which include the branding and it's perception. Brand Identity may be altered by adding new brand elements to the brand image or altering existing brand elements. Brand identity live from a healthy brand image, which is in turn made up of brand values, brand advantages ,brand personality and more ...
In order to understand what brand manager do we must first define what is the company itself. A company is an association of persons, united voluntarily for gain, through the ownership of capital assets. The purpose of business is to create wealth and ultimately improve the quality of life for its management, employees and customers (shareholders).
The main goals of business are: To make profit
From this perspective all brand manager do is to contribute to the success of a company. brand manager acts as sales and marketing managers under the brand executive, brand manager's responsibilities can be simplified into four main categories:
The brand manager must ensure that customers are satisfied with all aspects of their purchase or experience with the company. This includes products (both quality and packaging), customer service, shipping and return policies, website content (FAQs) etc... The brand manager may also work with customer service representatives in resolving customer issues and communicating changes in policies or new product offerings.
Brand Manager should review every new marketing material before it is released to consumers - from TV ads and print campaigns to direct marketing books and brochures. Brand manager must ensure their brand identity is consistent throughout all the brand communication channels & brand experience of customers. Brand manager should always be on top of any brand or communication opportunities, after all branding is the most effective tool for attraction , retention and growth in your company . Brand manager should monitor all brand related issues, such as lawsuits or negative publicity that may erode consumer image of brand by either contacting public relations representatives or attorney's department directly. Brand manager must give feedback about new opportunities for Sponsorship and Global Expansion with SWOT analysis etc...
Brand Manager can increase customer loyalty by reinforcing the relationship between companies products and customers lives - think how you would feel if a product disappeared from the shelves. Brand manager must develop brand loyalty through quality brand experience (Brand experience are all brand interactions with customer from brand awareness to brand loyalty). Brand manager must plan brand communication campaigns, support the implementation of these campaigns and measure their success. If result is positive brand manager should implement it in his business model or create a new one for that matter.
Brand manager must understand where their brand fits in the marketing mix as well which products compete with theirs on consumer's attention and resources? This will help brand manager decide how they can differentiate themselves from competition. Brand manager must always be aware of what sort of image the company wants to convey to customers - if company want to appear modern then their branding materials
Branding management is the process of managing your company's brand over time. This includes overseeing marketing activities, advertising campaigns, customer service initiatives and other promotional efforts to grow awareness for your business and create an emotional connection with customers.
Brands are often broken down into three categories - strong brands have high awareness but low differentiation; aspirational brands have high differentiation but low awareness; neglected brands have neither high awareness nor differentiation.
I do hope that you have a much clear picture on what is branding management and what are the roles of a brand manager. If you like Masoative a take look at your branding and see how we could assist you, do contact us.
Also if you are struggling to start your new brand, download this free worksheet to give you a headstart:-
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