What is Brand Management?


Submitted by Faisal naved | Category: Business | Published on Feb 06, 2011
 
Abstract:
Brand management is a philosophy and a total approach to managing companies, and as such includes much about changing minds.

We can know more about Brand management from following points:

The total approach or power
Watermelon Web two-point-oh Badge Brand management starts with understanding what 'brand' really means. This starts with the leaders of the company who define the brand and control its management. It also reaches all the way down the company and especially to the people who interface with customers or who create the products which customers use.
Brand management performed to its full extent means starting and ending the management of the whole company through the brand. It is simply far too important to leave to the marketing department. The CEO should be the brand leader of the company.


Defining the Brand or Creating the promise:
Creating the promise means defining the brand. A good brand promise is memorable and desirable. It cannot be effective if nobody remembers it, and is no good either if nobody wants it!
A good brand promise evokes feelings, because feelings drive actions. The promise must be unique and identified with us alone. Within an industry, promises can be very close, but if you want any hope of success, we must stake out the very specific territory of your promise and know clearly how it is different from the promises of other firms.
The right promise is not just something we make up on a Friday afternoon. It comes through a deep understanding of our marketplace and your customers. It also comes from a deep understanding of the capabilities and motivations of the people in our company. Creating a promise we cannot consistently keep, year after year, is plain suicide.  


Making the promise with our customer:
Once we have created the promise, the next step is to somehow inject it into the minds of our customers, our staff and everyone who receives anything from us or has any impact on what we deliver.
This is where marketing people come into their own. Although it is still not their sole preserve, a large part of marketing, which includes advertising and PR, is about positioning the company and its products in the minds of customers and against our competitors.


Keeping the promise
Keeping promises means managing capability. It means consistent processes that are capable of delivering what is required. It means technology and systems which are reliable and usable. It means motivated people who are willing and able to deliver the goods.

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Author Bio: I am a professional SEO Copy writer. I have been writing articles since 2008 on Brand Management

 

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