PBL Trigger 1
How to understand brand management and the roles of the brand manager, the employees and external consultants?
Introduction:
What is the difference between Brand Manager and Marketing manager:
BRAND MANAGER:
- A
role that is highly strategic
- Charged
with creating a feeling of trust and assuring consumers that the organizations’
values align with their own
- Get
significant feedback through social listening (= monitoring various channels to
come up with a strategy to ultimately better influence consumers)
Skills:
- Analysis and creativity
- Analysis and creativity
- Develop large-scale marketing strategies as well as
advertising strategies, re-evaluate how their brand is seen
Job responsibilities:
- Evaluating brand image
- Strategizing how to increase brand awareness
- Overseeing advertising placement
- Monitoring the progress of sales
- Evaluating brand image
- Strategizing how to increase brand awareness
- Overseeing advertising placement
- Monitoring the progress of sales
MARKETING MANAGER:
- More
tactical
- Responsible
for ensuring that consumer communication aligns with the brand’s M.O
- Marketing
managers activate consumers to what to buy, teaching them the who, why, what,
and when of a product so that it feels nearly indispensable
Job responsibilities:
- Developing
key strategies for different customer demographics
- Communicating
the value of products
- Estimating
the demand for their organizations' products or services
- Collaborating
with sales staff
Briefly:
Brand
managers: how the company or line of products is perceived by consumers
Marketing
managers: make sure that customers are interested in the goods and services of
the company.
1°: WHAT IS BRAND MANAGEMENT?
Who’s your target audience?
What your focus?
What’s make you different?
What is your value proposition?
What should they pick you?
You must
answer these questions
Brand management:
- Build
on a marketing foundation
- Focuses
directly on the brand and how the brand can remain favorable to customers
The brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things.
The process of maintaining, improving, and upholding a brand so that the name is associated with positive results. Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to customers. Proper brand management can result in higher sales of not only one product, but on other products associated with that brand.
The process of maintaining, improving, and upholding a brand so that the name is associated with positive results. Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to customers. Proper brand management can result in higher sales of not only one product, but on other products associated with that brand.
2°: WHAT’S ARE THE BRAND MANAGER’S TASKS AND RESPONSIBILITIES?
Responsibilities/tasks:
- How
the brand is positioned in the market and make clear the different ideas of the
customer
- Provide
the vision, mission, goals and strategies to own this brand: this is our
identity
- Translate
brand strategies into brand plans
- Establish
different costs
- Measure
and report performance of all marketing campaigns
- Build
a good team work
- Monitor
market trends, research consumer markets and competitors’ activities to
identify opportunities and key issues
- Oversee
(surveiller, contrôler) marketing and advertising activities to ensure
consistency with product line strategy
- Monitor
product distribution and consumer reactions
- Anticipate
bad “buzz”
- Brainstorm
new and innovative growth strategies
- Align
the company around the brand’s direction
Skills:
- Analytical skills
- Creative/Innovative person
- Professional judgement
- Quantitative reasoning: justify branding efforts with
data
- Build relationship prior to starting a big rebranding
project
- Digital asset management
- Market immersion: understanding the market you’re on
(know the sites they visit, the videos they watch)
- Manage brand as fast as customers because opinions
change quickly
Flexibility
3° WHAT ARE THE STEPS IN THE BRAND DEFINITION PROCESS?
EXPLICATION 1:
STEP 1: Determine your brand's target audience
STEP 1: Determine your brand's target audience
BE SPECIFIC - Who you are trying to reach?
STEP 2: Define a branding mission statement
What values your business provides? What's your mission?
STEP 3: Research brands without your industry niche
Don't imitate the others brands, what they doing, you have to be different compares to your competitor. Research your main competitors or benchmarks:
- Are they consistent with their message and visual identity across channels?
- What is the quality of their products or services?
- Do they have customer reviews you can read, or social mentions about them?
You have to be THE one
STEP 5: Create a great brand logo and tagline
STEP 6: Form your brand business voice
Depend of your mission, audience etc.
STEP 7: Build a brand message and elevator pitch
STEP 8: Let your brand personality shine
STEP 9: Integrate your brand into every aspects of your business
Be visible everywhere you can
STEP 10: Stay true to your brand
EXPLICATION 2:
DEFINE YOUR BRAND:
DEFINE YOUR BRAND:
STEP 1: Make an inventory of your skills (In what are you especially good)
STEP 2: What the target need?
STEP 3: Be different, found something to be different than the other
4° HOW DOES THE BRAND MANAGER WORK IN COOPERATION WITH THE COMPANY
MANAGEMENT, THE EMPLOYEES AND EXTERNAL CONSULTANTS? (WHAT ARE THEIR ROLES?)
Cross functional: Supply chain, R&D etc.
Work with the commercial and with shopper’s team:
commercials identify the growth, the opportunities so they have to develop with
the brand manager plans accordingly to the growth
They work tirelessly with the marketing department on making sure that every aspect of the brand strategy is just right. Brand Managers also need to be in contact with other departments such as finance, marketing communications, sales and product development to ensure a strategic overview of the business and future market opportunities.
5° ANALYZE THE BRAND MANAGEMENT OF A COMPANY
A. Apple’s brand personality
- Focuses on emotions
- The apple brand personality is about: lifestyle, liberty, innovation, passion, hopes, dreams, simplicity...
- Extremely helpful to people
- The apple brand personality is about: lifestyle, liberty, innovation, passion, hopes, dreams, simplicity...
- Extremely helpful to people
B. The Apple customer experience
- Apple has expanded its distribution (opening of retails stores, internet...)
- Different stores are selling Apple's products
The very successful Apple Retail stores give prospective customers direct experience of Apple's brand values. Apple Retail visitors experience a stimulating, no-pressure environment where they can discover more about the Apple family, try out the company's products, and get training and practical help on Apple products at the shops' Guru Bars. Apple retail staff are helpful, informative, and let their enthusiasm show without being brash or pushy.
SOURCES:
(Designing B to B Brand)
http://freshsparks.com/successful-brand-building-process/
https://www.entrepreneur.com/article/226603
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