What Marketers Should Know About Brand Management

While there are a number of different brands that you’ll find across the globe, one of the things which makes these world-class brands stand out – and have a long-lasting impact on a global scale – is their brand management.

What is brand management, though? In marketing, brand management is defined as a series of activities which are used to increase the apparent value of a product or service. Another definition of brand management is marketing strategies to maintain, improve as well as bring awareness to the broader value and reputation of a brand and its products over a period of time.

But does brand management still have some relevance? The short answer? Yes as your brand is so much more than logos and taglines. It’s the culmination of every experience that a person has with your business, and the perception that gets left in their mind.

What Tools Do I Require For Brand Management?

Begin with a digital asset management (DAM) system. It’s one of the core technologies which companies utilise to manage their brands. A DAM system organises and distributes brand assets from a central hub, serving as one single source of truth for brand visibility, monitoring as well as consistency. It’s also an influential engine for content delivery which will empower your sales teams, resellers and partners, e-commerce experiences, and every channel that requires branded content.

A DAM system can assist your organisation to:

• Establish a digital gateway for your brand by making use of a branded login page, dashboard messages, custom URLs, and more,
• Share more memorable as well as meaningful stories with portals, shared collections, embed codes, and share links,
• Divide marketing stories by business group, audience, content type, and more by utilising metadata, categories, and search filters,
• Customise brand experiences using landing pages in various different languages, curating asset groups that are tailored to different audiences, and localising the brand with custom sales collateral,
• Save brand guidelines where individuals can easily find them, centralising brand assets and standards in one location with on-demand access, and
• Track how brand assets are being utilised online, by whom, where, as well as when with asset-level and site-level content analytics

This single-source-of-truth strategy allows you to simplify both employee and customer experiences — which is a common quest for many modern-day marketers.

How Does Brand Management Work?

Brands have a powerful effect on customer engagement, competition in the markets, as well as the management of a company. A strong brand presence in the market distinguishes a company’s products from its competitors and generates brand affinity for a company’s products or – alternatively – services.

A brand which has been established has to maintain its brand image continually through brand management. Effective brand management boosts brand awareness, measures and manages brand equity, drives initiatives which support a consistent brand message, pinpoints and accommodates new brand products, and successfully positions the brand in the market.

It takes years in order to establish a brand, however when it finally occurs it has to still be retained through innovation as well as creativity. Prominent brands which have established themselves as leaders in their respective industries over the years include Coca-Cola, McDonald’s, Microsoft, IBM, Procter & Gamble, CNN, Disney, Nike, Ford, Lego, and Starbucks.

Get in touch with the Digital School of Marketing

If you would like to become a brand management leader then you need to do our Brand Management Course. Follow this link to find out more.