Brand management has a significant impact on the successful completion of the branding process in the field of business. Until we can do the branding process well, even if we have the best and highest quality products, they will not be seen. On the other hand, sometimes we face the downfall of the best and most high-quality brands, which originates from their poor management.
The Nature of Brand Management
Transferring the brand message and expressing its identity during all activities related to the brand, from marketing to internal organizational performance, is of particular importance. The most important thing is to express this message and introduce the brand to customers. Brand management is responsible for expressing points of distinction, identifying the competitive advantages of your brand in comparison with competitors, continuously announcing brand values through advertising, and capturing the target market.
The brand manager is responsible for maintaining the most important asset of the organization, i.e. the brand. Protecting the brand is both profitable and by establishing a strong relationship with it, it helps to survive during the economic challenges prevailing in the society.
We should also remember that we face different management styles according to the type of industry, the budget allocated for branding and the main nature of the brand.
Principles of Brand Management
Every brand manager must adhere to 5 principles:
One of the characteristics of a successful brand is to be able to introduce itself with its competitive advantages among competitors. Due to the variety of products and services in the market, a business name and brand will be successful in attracting customers if it either strengthens its competitive advantage or sets the price of providing products and services more competitively. Therefore, it is necessary to consider the competitive advantage in the process of brand management and all related activities.
In the process of brand management, we usually follow one of the following 3 goals:
we are looking for product development and offering a new product.
seeking new distribution channels
wanting to acquire more shares in the new market
But what is important in the meantime is measuring the consistency and coordination between the brand’s new activities and its main support. A brand that spreads its attention in several different areas and does not focus on a specific area cannot achieve success.
Despite the various and colorful advertisements that we face today, we should know that a positive impact on the audience occurs only in the first 10 seconds. Therefore, emphasizing the main needs of the audience and solving these needs in the simplest possible way will be more efficient.
Extensive research conducted in the field of marketing shows that strong advertising for a brand alone is not effective. Rather, in line with advertising, attention should be paid to product packaging or product and service delivery. Since 98% of customers’ decisions when buying goods are based on their appearance, appearance characteristics can have a significant impact on choosing a brand.
In an environment full of various advertisements, a correct brand management will be able to convey its brand message clearly and transparently through various marketing and advertising methods. Continuity in designing and implementing branding strategies and how the brand interacts with the target community will be decisive.
Up to Sum
Brand management, in short, means maintaining the reputation and credibility of a brand. For this purpose, we must follow the principles and laws related to this field. Every brand needs a strong and skilled management for its growth and survival. In order for a brand to achieve stability and strength in a competitive market, its manager must learn the way to surpass competitors and use it well.