Your brand is not
just a product or service. Its reach is much farther
than something tangible that is, in most cases, also
offered by other companies. “Brand” also embraces your
organization’s core values and extends to every
relationship and interaction you have with customers,
suppliers, employees, and stakeholders. To put it
another way, your brand image is
your company’s mark of distinction.
Brand management can
play a significant part in maintaining your reputation
and ensuring people experience it in the way you
is Brand Management?
In marketing, brand
management is a series of techniques used to
increase the perceived value of a product or service.
Effective brand management builds loyal customers
through positive brand association and has a positive
effect on your bottom line.
Why is brand
management so important? In a world where consumers make decisions
on brands in the blink of an eye, companies
must be prepared to wield influence over the public’s
view of them. In fact, many businesses will succeed or
fail based solely on their ability to successfully
market their brand.
Management and Your Target Market
strategic brand management system to
manage your brand equity requires
a clear and comprehensive understanding of three
things: the brand itself, its target market, and your
company’s overall vision and goals.
A good relationship
with your target market is a must for brand
management. If you have bad branding, it will be
reflected in weak sales, poor client retention, and
sluggish growth. To be effective, brand management
must fully look after your brand, using marketing
techniques in a way that ensure the entire brand is
highlighted, taken care of, and promoted. Ultimately,
it’s about making a commitment to your customers and
then delivering on that promise.