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Brand Management Process

What is a strategic brand management process? Why do we need to know about it? The brand management process is the process designed for creating and implementing marketing programs, measuring them, and, by this, managing brand equity. This process has four different steps.

Yes, my marketer friends, there is more than one step when discussing the marketing brand management process.

Let me tell you more about them:

Step 1: Identify and Establish Brand Positioning and Values

How do you identify and establish brand positioning and values? You must keep in mind several things for this step: creating mental maps of consumer association analyzing the competitive frame of reference by designating points-of-parity (POP) and points-of-difference (POD). POP refers to all those characteristics similar to your competitors, and POD are those who are different from them and make you unique—deciding the core brand values and creating the brand mantra that will describe in a few words the essence of your brand.

Step 2: Plan and Implement Brand Marketing Programs

After completing step 1 of the process, you will find yourself planning and implementing marketing programs for your brand. You will do this by mixing and matching different brand elements, integrating brand marketing activities, and making second associations that will leverage your brand. Need help creating your next marketing plan? Here you can find an easy guide that may help you.

Step 3: Measure and Manage Brand performance

Once your brand marketing programs are implemented, you can measure results and manage brand performance. You have to consider what a brand value chain model is to do this. This model helps to evaluate the sources and outcomes of the brand equity and how your marketing activities create brand value. You can find more information about this model’s stages and their multipliers in this article.

What elements can you use to measure brand performance? Brand audits and brand tracking will help you understand how you’ve done so far, and with your analysis, you will be able to make the correct future decisions to maintain (or improve) your brand equity.

Step 4: Grow and Sustain Brand Equity: you have earned it; now you have to hold it that way.

Now that you have your brand equity, it is important to make it grow and sustain it over time. You are asking how do you do this, right? The answer is to start by creating a brand-product matrix, characterize the product and branding strategy of each company, and understand how each brand performs in any product category. Learn how this is done by reading this article about the brand-product matrix. Then, analyze your brand portfolio, and its hierarchies, the brand expansion strategies, and in the case is needed to evaluate brand reinforcement and revitalization.

Now that you know how the strategic brand management process is constructed and what is essential to consider and manage in each step, you can continue designing and implementing marketing programs with this in mind!

I hope you liked today’s “Let’s talk about…” topic; I look forward to reading your comments and positions about it!

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