Brand Management
23.01.2018
brand management
1. brand
management & brand manager’s tasks and responsibilities?
A. What
is brand management?
The process of creating a relationship or a connection
between a company's product and emotional perception of the customer for the
purpose of generating segregation among competition and building loyalty among
customers. (Hislop 2001)
B. What
is brand manager's duty?
Tangible elements which are names, symbols, product features,
price, packaging that allow customers to distinguish your brand from that of
competitors while intangible elements relate to the experience and relationship
customers have had and developed with the brand.
A brand manager should be responsible for managing both
elements, particularly emphasizing the most essential kernel values (or core
values) to make them known both within the company and to the public.
(Kapferer 2012)
Examples of Brand Manager duties:
·
Perform regular market research
studies to gather important brand data
·
Develop custom brand management plans
for each product and submit updated summaries on brand exposure to management
each month
·
Assist in the design of retail
packaging as well as the creation of in-store marketing displays
·
Maintain contact with vendors and
distributors to get critical input on how product design and implementation can
be improved
·
Work closely with several advertising
agencies to manage brand marketing campaigns
·
Emphasize the importance of brand
consistency throughout your company by raising awareness internally (by setting
up a brand guide that includes company colors, logo sizing, key messaging,
fonts and any other brand-specific styles & putting this in a public place or
external events to get staffs involved)
·
E.g.: Coca-Cola started with a market-tested formula for
their drinks and have kept their recipe/logo/bottle remained unchanged despite penetrating
in various regions in the world. From 1886 to 1959, a bottle of Coke cost just
five cents. (Business Insider in article: " 7 brilliant strategies Coca-Cola used to become one of
the world's most recognizable brands")
C. How brand
manager works in cooperation with the company management
A brand manager owns the profit and loss, takes charge of product
development decisions, coordinates ALL functions from sales to logistics,
consumer insights to public relations, or communications to research &
development. They are the strategic head that sees the big picture, sets a
vision and then directs the team towards realizing the vision.
(Tonia Nagle - Head of Strategy & Innovation at O2
(Telefónica UK))
Be sure to build relationships prior to starting a big
rebranding project.
Being
visible and available is important. Go to other departments and ask questions.
Try to get into their creative meetings as an observer and you’ll learn their
workflows. And be available for brand questions if they arise.
There
are often many questions about branding in other departments that aren’t asked
because the brand manager has not made themselves available. Brand
consistency starts internally so make it clear to your team that they need
to be available for branding questions from their colleagues in other
departments.
Tonia Nagle. 2015. Brand Management vs Marketing -
What's the Difference?. LinkedIn. URL: https://www.linkedin.com/pulse/brand-management-vs-marketing-whats-difference-tonia-nagle.
Brand Manager and a Marketing Manager
i.
Brand Manager
A brand manager must possess skills of analysis and
creativity to implement their ideas and achieve their goals. They must develop
large-scale marketing strategies as well as advertising strategies, including
both print and digital media. They must continue to re-evaluate how their brand
is seen in order to boost its value. Brand managers can be in charge of the
image of goods, services, even people.
Job responsibilities of a Brand Manager include:
ii.
Marketing Manager
Marketing managers are similar to brand managers in
the sense that they must both analyze markets to promote certain items or
services. However, marketing managers do act in some different capacities. For
one thing, they are in charge of their own staff, including assigning projects,
monitoring their progress and maintaining team dynamics. Marketing managers
also do research to find markets for their employers' or clients' products and
services.
Job responsibilities of a Marketing Manager include:
2. What
are the steps in the brand definition process?
1)
What
products and/or services do you offer? What are the qualities of
the services and/or products offered? Be sure to be as specific as
possible.
2)
What
are the core values of your products and services? What are the core values
of your company? When thinking about values, think about what's
"important" to you and your audience.
3)
What is
the mission of your company? This is often a question of ethics and standards.
4)
What
does your company specialize in? Meaning, what is your niche?
5)
Who is
your target market audience? Identify those attracted to your products and
services.
6)
What is
the tagline of your company? What kind of message is your tagline sending to
your prospects? Keep your tagline "very" short.
7)
Once
you've answered the first six questions, create a personality for your company
that clearly represents your products or services. Ask, what qualities set you
apart from the competition? Is the personality of your company innovative,
traditional, hands-on, creative, energetic or sophisticated?
8)
Now
that you've created a personality (i.e., an identity) it's time to build a
relationship with your target market as defined in Step 5. How does your
personality react to your target market audience? What characteristics stand
out to your audience? Which characteristics and qualities get the
attention of potential prospects?
9)
Lastly,
review the answers to the questions above and create a profile for your brand.
Describe the personality choosing words you'd use when writing your
biography. Be creative.
3. Brand
management at coca-cola
As a Still Brand Manager of Coca-Cola in Sweden, it is important
to follow and sustain the global strategy of the company and simultaneously identify
domestic demands and opportunities. Working closely with the internal operation
team (Coca-Cola AB) to introduce new brands as well as to improve and protect existing
brands in Sweden; and cooperating with Coca-Cola European Partners Sweden AB is
the local licensed bottling partner responsible for manufacturing,
distribution, sales and industry marketing of Coca-Cola throughout Sweden.
4. REFERENCES
Feloni, R. 2015. 7 brilliant strategies Coca-Cola used
to become one of the world's most recognizable brands. Business Insider. URL:
http://www.businessinsider.com/strategies-coca-cola-used-to-become-a-famous-brand-2015-6?r=US&IR=T&IR=T.
Hislop, M. 2001. An Overview of Branding and Brand
Measurement for Online Marketers. Dynamic Logic's Branding. Vol. 101.
Journey editors. 2017. About us: Our business. HEM:
The Coca-Cola Company. URL: https://www.coca-cola.se/om-oss/var-verksamhet.
Kapferer, J. 2012. The
new strategic brand management: Advanced insights and strategic thinking. 5th ed.
Indeed. 2018. Brand Manager. Indeed. URL:
https://www.indeed.com/hire/job-description/brand-manager. Accessed: 22 January
2018.
Tonia Nagle. 2015. Brand Management vs Marketing -
What's the Difference?. LinkedIn. URL: https://www.linkedin.com/pulse/brand-management-vs-marketing-whats-difference-tonia-nagle.
The balance. 2018. Define Your Brand
Identity. The balance.
URL: https://www.thebalance.com/define-your-brand-identity-2294834. Accessed:
22 January 2018.
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