Brand Management

1
Brand Management

• Business Management 12
• Ms. Stewart

2
What is brand management?

• Brand management is a philosophy and a total
  approach to managing companies, and as such
  includes much about changing minds.

3
What is a brand?

• Coca-cola is the most valuable brand in the
  world, with the name alone worth billions of
  dollars. But why? What is a brand?

4
What is a brand?

• A brand is a promise
• First and foremost, a brand is a promise. It says
  'you know the name, you can trust the promise'.
  As all promises, it is trusted only as far as
  those promises are met.

5
What is a brand?

• A brand is an associated image
• Most brands have a logo which acts as a short-cut
  to remind us of the brand promise. The logo uses
  color, shape, letters and images to create a
  distinctive image that is designed both to catch
  our eye and to guide our thoughts in the right
  direction. The brand may also be associated with
  tunes, celebrities, catchphrases and so on.

6
What is a brand?

• Everything and everyone is a brand
• If you get down to the detail, everything is a
  brand, because we build our understanding of the
  world by creating associations about everything.
  Even words are brands. When I say 'speed', you
  will conjure up images of fast cars, etc.
• People are brands, too. When people see you, or
  even hear your name,  they will recall the image
  they have of you, (which is something you can
  actively manage or 'let happen'). In a company
  where people are visible to customers, such as
  a service business, the people are very much a
  part the brand.

7
Where does it start?

• Brand management starts with understanding what
  the brand' really means. This starts with the
  leaders of the company who define the brand and
  control its management.
• It also reaches all the way down the company and
  especially to the people who come in contact with
  customers or who create the products which
  customers use.

8
Where does it start?

• Brand management performed to its full extent
  means starting and ending the management of the
  whole company through the brand.
• It is simply far too important to leave to the
  marketing department. The CEO should be (and, in
  fact, always is) the brand leader of the company.

9
What brands have you used today?

• See how many brands you can fit into each
  category that you have or will use today
• 1) Food/Drinks
• 2) Clothing
• 3) Personal Effects
• 4) Recreational (includes sports activities,
  cars)