Brand Management
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Brand Management is not

bulletA logo
bulletA brochure
bulletA slogan
bulletAn ad campaign
bulletA company meeting theme
bulletA special promotion
bulletA hopeful desire

"If your company does not manage it's brand you can be sure that someone else will."  

If your brand is not effectively managed then a perception can be created in the mind of your market that you do not necessarily desire. Branding, after all, is all about perception.

 

The most effective brand management  is incorporated into an overall Marketing Communications Plan.  A typical plan follows an outline with content as follows:

bulletMarketplace Overview

This is a big-picture look at the market for this brand. Include size of the market/ category/opportunity, description of the market as it operates now, key factors in the decision-making process in the marketplace, and any key trends in the marketplace which may affect the brand. Note where your share will come from: expanding the category or taking share from the competition?

Consider:

bulletRelevant macro environment and trends (i.e., economic, political, regulatory, social, demographic and technological)
bulletInternal environment
bulletSWOT - corporate
bulletKey indicators of past performance (e.g., market share, sales history, customer loyalty statistics, etc.)
bulletCompetitive forces
bulletReview of pertinent market research
bulletCompetitive Situation

Describe who/what the brand has been, is and will be competing against. Who are the key competitors? What market share do they have? How do they compare in terms of key drivers (i.e., cost/convenience/perception)? How does the marketplace perceive these competitors (be as quantitative as possible)? Identify positioning of competitive brands corporate and product. What is the competition saying in the marketplace? How much are they spending? What has been successful for them? What has failed?

bullet(Name of Brand) Brand Overview

Provide the background on the brand/product. What is the position of the brand (consider 4 Ps) and how does it integrate with other brands? Where is it in the product life cycle? What are its key measures (e.g., awareness, understanding, use intention, campaign effectiveness number, market share)? What is its progress against its position in the marketplace? What has been done to date to promote the brand (i.e., what has been the percent balance of tactics used to promote the brand - - X% ADM, Y% PR, Z% CRM)? What are the key touch points of the brand (e.g., sales force, mass promotion, etc.)? Include any existing portfolio or brand SWOT analyses if available.

bulletCustomer Target

Who is/are the customer(s)? How are they targeted (e.g. targeting is tier 1,2,3,4). With whom do you need to communicate to achieve your objectives (e.g., end-users of the product, members of the distribution channel, or influencers/thought leaders that the channel or end-users look to for advice and approval, etc.)?. How does your organization describe the audience (optimally, audiences are described behaviourally supplemented by attitudinal attributes). If segmentation has not been addressed by you organization it is recommended that you look for  a geographic, demographic and psycho graphic overview.  How are homogenous groups of customers communicated to? This is not the target. Segmentation is about how to best carry the message. Drivers are market research or client opinion.

bulletCustomer Segmentation

What is your company's segmentation strategy? If segments have been identified, summarize here. How are homogeneous groups of customers communicated to? Note: this is not the target; segmentation is about how to best carry the message. There are customer objectives and customer segments.  If your company has not engaged in segmentation, consider doing so.

bulletMarketing Objectives

WHAT does your company have to achieve to be successful (include both quantitative and qualitative "whats")?  E.g. 2, Increase sales of product x.

bulletMarketing Strategies

HOW are the marketing objectives brought to life or accomplished. (Master strokes - not more than 5). 

E.g. 1, work with key government extension personnel to neutralize issues.

E.g. 2, draw customers to retail locations

bulletMarketing Communications Theme

Tell the story of what past marketing communication efforts have done to serve the marketing strategies. What is the intent to serve the current marketing strategies?

bulletCommunications Strategies

HOW marketing communications theme brings to life the marketing strategies.

E.g. 1, Influence the targeted government extension personnel.

E.g. 2, Explain the benefits to customers of visiting a retail location

Communication Tactics

Tactic

Name of Tactic

   

Strategy

What communication strategy does this tactic support?

   

Customer Target/Segment

Who is the customer target / segment for the tactic Are there segmentation cues?.

   

Description

How does this tactic serve the communication strategy?

   
 

Provide a detailed description of the tactic. What happens? To whom? What will be accomplished? What are the expected results? Will these results be utilized in any other tactics?

   
 

Detail how the audience will encounter the tactic, whether via mail, in person at trade shows, in trade media, etc.

   

Milestones

What are the key milestones?

   

Budget estimate

Provide estimate (+/- 10%) of what tactic will cost. Note if any costs are NOT included.

 

bulletMeasurement/Evaluation

How will you know if each tactic has been successful? How will this be measured? Include critical success factors Detail how success of plan will be evaluated who will do what when. Note if additional research/measurement is required. Note if budget for such research is available. Provide additional suggestions on how success could be measured, such as implementation of a CRM strategy.

bulletCommunication Tactics Summary
bulletTimeline

Insert timeline here, listing tactics in chronological order of execution. Consider creating Excel-based "plan at a glance" that shows when tactics occur, how they overlap, and how different audiences are addressed at different times throughout the plan, if applicable.

bulletBudget

Insert budget overview here, providing a list of tactics with the accompanying budget numbers. Consider arranging to complement your company's  fiscal year, phases of plan, or other needs.

Brand management is all about  having stakeholders (audiences) perceiving you the way you would like them to perceive you.  Brand management recognizes that your audiences perceptions may be different from what you desire while it undertakes actions to change those perceptions and adjust the branding strategy to ensure the market's perceptions are exactly what you intend.

 

Brand Development  Brand Loyalty  Brand Management    Brand Marketing  Brand Marketing Strategy  Brand Positioning    Building a Brand   Brand Strategy    Global Brand Management

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Last modified: November 21, 2007