The meaning of corporate brand management

Introduction: Corporate brand management is the entire process of establishing, maintaining and consolidating the brand. Effectively supervise and control the relationship between brands and consumers through brand management. The following is the meaning of corporate brand management that I bring to you. I hope it will be helpful to everyone.

Unit 1 Basics of Brand Management Lesson 1 What is Brand and Brand Management 1. Why should we pay attention to brands? Brands are valuable assets, and if they are managed properly, they can provide guaranteed , a steady stream of expected income. A survey by the United Nations Industrial Program shows that famous brands account for less than 3% of all product brands, but their market share is more than 40% and sales account for more than 50%. In the 21st century with intensified economic integration, competition among multinational companies is more often characterized by brand competition. 1. Definition of brand A brand is a name, term, mark, symbol or pattern, or a combination thereof, used to identify the products or services of a certain consumer or consumer group and to differentiate them from those of competitors. phase difference. A successful brand is identifiable and adds meaning to itself in such a way that the seller or user perceives relevant, unique, sustainable added value that is most likely to meet their needs. First, the definition emphasizes "successful brand". Developing a successful brand takes time and money, it's actually an investment that, if managed properly, will yield huge profits. But it's difficult to build a successful brand if you take a short-term approach to your brand investments and then cut investments or change your brand strategy without seeing a quick return. Secondly, this definition emphasizes the "recognizability" of the brand. One of the functions of a brand is to make people recognize it quickly. Brands are effective cognitive tools as well as differentiation tools. But note that a brand is different from a "trademark". A trademark is a name, logo or symbol used to distinguish the products and services of one business from those of other businesses. It can consist of words (e.g. "Unilever"), letters (e.g. "Pamp; G"), numbers (e.g. "No. 5"), symbols (e.g. McDonald's golden arches), or shapes (e.g. the pyramid of Toblerone chocolates) shape) composition. A brand differs from a trademark in that it provides functional and emotional value. Third, the definition refers to "relevant value". That is, in order to transform a product or service from a simple commodity to a branded commodity, efforts must be made to increase the value of the commodity and add value to the core offering. Fourth, another key word in the definition is "continuous". Product-based brands need to maintain advanced technology, and service-based brands must always maintain excellent delivery processes. Maintaining the functional value of a brand is a difficult task. The multi-faceted nature of brand Brand is a multi-faceted concept. A great tool for understanding the nature of a brand is the "Brand Iceberg". The exposed 15 is used to distinguish the name or slogan of the products or services provided by the company, while the underwater 85 is a guarantee of constant quality levels. First, what is often talked about is the visible part of the brand (name or slogan), rather than the invisible value-adding process within the organization, but it is this process that gives the brand a competitive advantage. Second, the competitive advantage of a brand not only revolves around marketing, but also includes other internal factors of the company, including company employees, R&D capabilities, customer service, logistics, etc.

Case Study

Starbucks coffee has become popular in major cities around the world, not only because it strictly requires the best coffee quality, but also because it builds trust and values ??of community activities. This creates what CEO Howard Schultz describes as a "third place," a place outside of work and home that is considered by many to be an important gathering place in life. What enlightenment does this case give us? Case enlightenment: It can be seen from the case that in addition to providing high-quality products, a successful brand must also provide a unique value.

Basic steps

3. Basic steps of brand management

The basic steps of brand management include: Step 1: Understand the industry environment and confirm your own strengths and weaknesses , determine the link where the core competitiveness lies; Step 2: Form the long-term development goals and operable values ????(corporate culture) of the enterprise; Step 3: Establish a complete enterprise identification system and form a maintenance management system; Step 4: Establish the brand and Relationship with consumers and carry out brand positioning; Step 5: Establish brand strategy and brand identification; Step 6: Clarify brand responsibility, establish brand structure, organize operation management; Step 7: Integrate marketing communication plan and execute to ensure brand and consumption Every contact point of the consumer can convey effective information; Step 8: Directly contact consumers, keep records, establish brand files, and conduct brand tracking and diagnosis; Step 9: Establish an evaluation system, track brand assets, and conduct brand evaluation; Step 10 : Invest in your brand consistently and don’t change easily.

Strategic management

IV. Strategic brand management

A strategic brand management department or specialist can be established within the department to be responsible for the planning of the corporate brand system. The main Responsibilities include: formulating strategic documents for brand management and stipulating the highest principles of consistent strategies for brand management and identity application; establishing the core value and positioning of the parent brand and adapting it to the company's culture and development needs; defining brand architecture and communication The overall relationship of the organization and the planning of the entire brand system so that each brand of the company has a clear role; the solution of strategic issues such as brand extension and promotion; the strategic control of brand inspection, brand equity assessment, and brand communication, etc.

Organizational system

5. Organizational system of brand management

1. Owner or company manager responsibility system Owner or company manager responsibility system refers to the decision-making of the brand Activities and even many organizational activities are all undertaken by the owners or senior leaders of the company. Only low-level specific activities are authorized to be carried out by subordinates, which is a highly centralized brand management system. The biggest advantages of the owner or company manager responsibility system are: rapid decision-making, strong coordination ability, and entrepreneurial spirit. Generally suitable for small-scale enterprises with relatively few types of products and brands. For large and medium-sized enterprises with multiple brands, adopting this management system will not be conducive to the development of the brand in the long run. 2. Functional management system Functional management system refers to a brand management system in which, under the unified leadership and coordination of the company, the brand management function is mainly shared by the company's functional departments, and each functional department exercises rights and assumes obligations within their respective scope of authority and responsibility. The main advantage of the functional management system is that professional managers are responsible for the management of the brand, which improves the management level. The prominent contradiction lies in: how to effectively communicate and coordinate between functional departments; when a company has multiple brands, especially when it has multiple similar brands or products, who should be primarily responsible for the development of each brand. 3. Brand manager system The brand manager system was pioneered by Procter & Gamble. The basic principle is: let brand managers manage the brand like a company. Brand managers should not only care about the development, production and sales of new products, but also the development of products and product lines, in order to maximize economic benefits by leveraging brand awareness. The main responsibilities of the brand manager are: formulate product development plans and organize their implementation; determine product operation and competitive strategies; prepare annual marketing plans and make marketing forecasts; study promotion plans with advertising agencies and distribution agents; motivate sales staff and dealers Support for the brand's products; continuously collect information about the brand's products and improve the products to adapt to changing market needs. Other functions work around the system. For companies with multiple brands, the brand manager system is a more effective way to ensure the coordinated development of various brands, as well as the consistency and continuity of brand operations and management.

However, the brand manager system still needs further development and improvement. The main issues are: the symmetry of the brand manager's responsibilities and the integration of the brand manager system with the company's current management model.

Brand Cyclicity

Lesson 2: Brand Life Cycle {The meaning of brand life cycle; the marketing strategies that should be chosen at each stage of the brand life cycle}

Brand The definition of life cycle. Brand life cycle refers to the market life cycle of a brand that is similar to the core product it represents. Brand life cycle can be divided into broad and narrow sense. 1. The broad brand life cycle The broad brand life cycle includes the brand legal life cycle and the brand market life cycle. The former refers to the effective use period protected by law after a brand is registered in accordance with the procedures prescribed by law; the latter refers to the entire process from when a new brand enters the market with a product or enterprise to when the brand exits the market. 2. Brand life cycle in a narrow sense. Brand life cycle in a narrow sense refers specifically to the brand market life cycle. Including: introduction period, awareness period, well-known period, maintenance and improvement period, and decline period. A. Introduction period: Marketing strategy in the brand introduction period: This stage should be based on tactical marketing strategies and supplemented by strategic marketing strategies. During the brand introduction period, improving brand awareness depends on the products it is attached to. The ultimate goal of an enterprise is to create a famous brand by disseminating, maintaining and improving the brand image and target corporate image, not only to increase "awareness", but also to increase "visibility". B Awareness period: Marketing strategy in the brand awareness period: In this stage, various marketing communication activities still need to be strengthened, with equal emphasis on both tactical and strategic strategies. Use tactical marketing strategies to strengthen the target audience’s existing memories and impressions and expand awareness; on the other hand, by increasing the intensity and proportion of strategic marketing strategies, the target audience’s awareness of the product can be elevated to recognition and trust. In addition, we must make good use of word-of-mouth to speed up brand communication and improve communication efficiency. C Well-known period\Maintenance and improvement period Marketing strategies for brand well-known, maintenance and improvement periods: In the life cycle of a brand, it is difficult to distinguish between the well-known period and the maintenance and improvement period in practice. In these two stages, enterprises should proceed from a strategic perspective, center on corporate image, and continuously improve and maintain the target audience's brand loyalty through dissemination, maintenance and improvement of a good brand image. D Decline period Marketing strategy for brand decline period: The most direct manifestation of a brand entering the decline period is: the market share, sales volume, sales profit, etc. of the products it represents experience a relatively large and sustained decline. In this regard, companies should conduct in-depth investigations, analyze the reasons for brand decline, and decide whether to abandon the brand. ;