BRAND MANAGEMENT
Brand management is a consistent, effective, efficient, and continuous branding process for conveying a brand idea through experience, thereby creating a connection, power, and benefit beyond what the product/service itself can achieve.
FOR WHOM?
BIG PLAYER
Mature companies dream of creating a LEADER brand. A company that already has certain capabilities, resources, products, experience, competencies, and strengths can afford to create a LEADER brand.
We offer to start cooperating with the integrated brand management process: Brand Management.
MANAGEMENT MODEL
BIG IDEA is the core of the company's management model. Brand management that underlies BIG IDEA begins at the strategic level and consistently involves all levels within the company, and also extends to the external level to manage relationships with all stakeholders.
HOW DOES IT WORK?
1
THE FIRST STAGE IS AN ANALYSIS OF THE SITUATION
Conduct a detailed business analysis covering the market, consumers, distribution channels, competitors, and brand. This review will help you discover what drives and supports brand growth, as well as identify losses, opportunities, and threats to future growth.
The data obtained as a result of the analysis makes us think about what the brand's next steps should be on the path to building long-term relationships with consumers.
2
SECOND STAGE – DEVELOPMENT OF THE HYPOTHESIS
Brand positioning should provide an ideal balance between functional and emotional benefits. A brand positioning statement consists of four elements:
- definition of the target audience (who the brand will serve); - definition of the market (the market space in which the brand competes);
- consumer benefit (because of which the brand wins);
- reasons why consumers should trust a brand
(what leverage points and resources are needed to affirm the brand's core promise).
3
STAGE THREE – DEVELOPMENT OF THE BRAND PLAN
The brand plan decides how to allocate limited brand resources to maximize profits.
The plan is approved by senior management for costs, strategy, tactics, goals, and projects. Furthermore, the plan coordinates, directs, and inspires all functional areas of the organization. The brand plan unites marketing, sales, finance, supply chain, product development, human resources, and any external agencies.
Finally, a brand development plan will help you focus on delivering on your promise.
4
CUARTA ETAPA – ENCARNACIÓN
La encarnación representará creativamente la historia de la marca para alentar a los consumidores a ver, pensar, actuar o sentirse en línea con el posicionamiento de la marca.
Cualquier implementación de un plan de desarrollo de marca tiene como objetivo cómo satisfacer las necesidades a corto plazo de la empresa, y expresar la gran idea de la marca de tal manera que se cree una relación a largo plazo reputación de la marca entre los consumidores
