(1) What is brand management?
Brand management is the development of brand perception in the market, for example, constructing a positive relationship with the target customer. (Brand management is a development which its function is to utilizes different plans to increase the brand and product value over time.) Moreover, brand management includes tangible and intangible elements. For tangible, there are elements that can separate the company’s brand with other substitutes. For example, logo, price, colour and slogan etc. For intangible, it includes the experience that customers have when using the product and the emotional connection to the product.
To build up an effective brand management, the company should have positive image and high awareness of the brand. It can allow the product price to go up and can build up devoted customers for high expectations for the company’s products.
Sources:
https://www.investopedia.com/terms/b/brand-management.asp
https://www.canto.com/blog/brand-management/
(2) What are the brand manager’s tasks and responsibilities?
· Task of brand manager:
o Brand strategy, including the setting of style guides, brand guidelines, brand vision and value proposition for short as well as long-term
o Planning and execution of all communications and media actions on all channels, including online and social media
o Assisting with product development, pricing and new product launches as well as developing new business opportunities
o Managing the budget for advertising and promotional items
o Competitor and customer insights analysis
o Analyze how our brand is positioned in the market and crystalize targeted consumers insights
o Oversee marketing and advertising activities to ensure consistency with product line strategy
o Monitor product distribution and consumer reactions
· Responsibilities of brand manager:
o Adapting a brand strategy for a company's target market.
Sources:
(3) What are the steps in the brand definition process?
1. Research everything there is to know about your product and the market in which it will compete.
2. Determine your brand’s target audience: who exactly do you want to reach and how can you do so?
3. Position your brand by defining what makes it unique and how it will slot into an available space in the market and in your customers’ minds
4. Define your brand by stating what it stands for, what unique benefit it provides, what value it promises to deliver, and the image that will permeate everything from your marketing communications to your product design, business character, and consumer experience.
5. Form your brand voice: how do you communicate with customers? Eg. Friendly, professional, service- oriented, technical…
6. Develop your brand identity, including your brand name, logo, tagline, and other brand signature elements.
7. Launch your brand, internally first and then by announcing it via publicity, social-media advertising, promotions, and presentations.
8. Manage your brand by understanding and leveraging your brand’s value, by protecting your brand through usage rules and legal rights, and by delivering an unfailingly consistent and positive brand experience that creates allegiance among those who represent, choose, and remain loyal to your brand.
Sources:
https://www.dummies.com/business/marketing/branding/the-branding-process-in-8-steps/
Sources:
https://www.dummies.com/business/marketing/branding/the-branding-process-in-8-steps/
(4) How does the brand manager work in cooperation with the company management, the employees and external consultants? (What are their roles?)
A brand manager can cooperate with different departments inside and outside the company. For example, the Marketing department, Financial department, and external consultants.
For Marketing department, as the responsibility of the marketing department is to grow revenue, increasing market share and contribution to company growth and profitable, If the marketing department wants to maximize the profit, they need to focus on the target customers. However, one of the duties of the branding department is to target company’s target customers. Therefore, if the marketing department and branding department work together, they can help the company to maximize the profit. Also, marketing department needs to grasp all the information on social media and online to promote company’s products to customers efficiently, because one of the duties of branding department is to plan and execute of all communications and media actions on all channels, including online and social media. If the marketing department and branding department cooperate together, they can promote to the customers more efficiently.
For the Finance department, a finance department covers a wide range from basic bookkeeping to provide information to assist managers in making strategic decisions. When the branding manager is planning a branding strategic, he needs to calculate the cost and estimate the revenue of the project and managing the budget for advertising and promotional items. Then, the finance department will consider whether the new project is profitable or not, and how many fundings should approve of the branding department.
For the external consultant, as it is very difficult to grasp all the market information about customers, competitors and markets in a short period of time, branding department can cooperate with external consultants to get some database about targeted consumers and competitors insights analysis. Also, they can observe how the brand is positioned in the market, to see how their brand positioned in the market is the best for the company. Last, after branding department launched a slogan or logo to the public, they can hire an external consultant to observe customer’s feedback, to see what area they can improve.
Sources:
(5) Analyse the brand management of a chosen company.
Coca-Cola:
To analyze the brand management of Coca-Cola, we can separate into two parts: tangible and intangible.
For tangible:
First, although the advertising of Coca-Cola has changed over the years, their brand name “Coca-Cola” is always consistent. There is hardly any person around the world that hasn’t heard the name “Coca-Cola”, as the company has created a strong brand image irrespective of age, sex and geographical locations since its beginning as world’s leading name in cold drinks. Therefore, even the packaging changed, the public has tended not to affect by new products.
Second, as the colour of Coca-Cola logo is always contained red element when customers see a red logo or advertising, it will remind customers the brand Coca-cola, automatically.
Third, Coca-Cola jingle, It’s the real thing, which first aired in 1971 as a TV commercial that featured people of different races and cultures, is still branded on the vocal chords of Coca-Cola consumers.
For intangible,
First, Coca-Cola has a distribution system, “within an arm’s reach of desire”, which give unique experience for the customers, they can buy Coca-Cola from everywhere around the world when they want, this system makes it unique from the rest of non-alcoholic beverage manufacturers.
Second, as Coca-Cola believe in shelling out the best so that the customers are retained. This help Coca-Cola guarantee the quality of the drinks and designed different taste for different customer’s need, this helps the brand gained unanimous acceptance all around the globe and build brand loyalty.
Third, from the slogan of the company “taste the feeling”, Coca-Cola created an emotional connection with the customer, it wants customers to share their feelings with friends, lover, family with different race and distance, and to create a special moment with them.
This allows Coca-Cola to build up a positive image when customers think of Coca-Cola, they will think of happiness and enjoyment.
This allows Coca-Cola to build up a positive image when customers think of Coca-Cola, they will think of happiness and enjoyment.
Sources:
https://www.scribd.com/doc/22027744/Coca-Cola-Branding-Strategy
https://www.investopedia.com/terms/b/brand-management.asp#ixzz5PIWiOM1z
https://www.scribd.com/doc/22027744/Coca-Cola-Branding-Strategy
https://www.investopedia.com/terms/b/brand-management.asp#ixzz5PIWiOM1z
Apple:
To analyze the brand management of Apple, we can separate into two parts: tangible and intangible.
For tangible:
First, the logo of apple, the iconic Apple logo is placed on every product and retailed shop, everyone will know what brand is it when you are using.
Second, Apple products, packaging, and even the retail shop are providing people with a sense of simplicity and luxury.
For intangible:
First, When Apple presenting their product to the public, they are focusing on personality types, feelings and emotions instead of technical detail, every advertisement, product and service is focused on how an Apple product experience makes you feel. For example, the original iPod Campaign in 2004, there are some silhouettes dancing when holding an iPod, this advertisement doesn’t show how to use the product or what features it has, but it focuses on the fun attitude of the person using it. Also, as in the advertisement, the silhouettes wearing a white headphone, so when the people see you wearing a white headphone, they will think you as a young and fun person.
There is another example for the advertisement of iPad air, people can see an image of a pencil on a table with a different place with a voice narrates "It’s an extremely simple tool, but also, very powerful…” When the people see the advertisement without knowing it is for Apple product, they will assume it is a pencil advertisement until the iPad Air pulled out from behind the pencil. Once again, Apple chooses not to mention any features of their new product, but they convinced the customers this is the perfect tool for creativity. They sell their product by assigning feelings to the idea of owning it. In fact, the focus point of this advert is not that the iPad is as thin as a pencil, but rather that it opens as many creative doors.
Second, expect from the advertisement of Apple, we can also see the intangible brand management in the Apple Retail store, in the genius bar. All the Apple staffs are helpful, informative and professional. The atmosphere in Apple convinces the public what a good technology should look like and feel like, and even how it should fit into people’s lives.
Sources:
https://www.virgin.com/entrepreneur/apple-and-branding-what-can-we-learn
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