What is Brand Management? The Role of a Brand Manager.

Brand management is the creation and execution of plans to strengthen consumers’ brand perception of a brand.
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Marketing for Managers
This video is part of course module number 8.3.1
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 1: Brands and Branding
Other videos in this section include:
🎬 What are Brands and Branding? • Video
🎬 What is a Brand Strategy? • What is a Brand Strategy?
🎬 What is a Brand Marketing Plan? • What is a Brand Market...
LESSON NOTES
Brand Management is an ongoing operational activity in a business, that maintains and grows a consistent brand identity - with the intent of enhancing Brand Equity.
Brand Management ensures that everything aligns with your desired branding:
• products
• content
• communication
• events
• sub-brands
• stylistic elements
So, brand management creates a blueprint for the brand. It provides the whole organization with the research, guidelines, and strategies to effectively enhance the brand’s reputation with customers, from digital collateral to physical products and human interactions.
Brand Management and Marketing
If brand management is the blueprint - or guidelines - for maintaining your brand, marketing is how you put that plan into action.
So, Brand Management uses an array of marketing tools and techniques to increase the perceived value of a brand (Brand Equity).
It builds loyal customers through positive associations and images or a strong awareness of the brand. Thus, it allows the company to:
1. Reduce the cost of sales
2. Increase the market pricing of products
3. Bounce back from circumstantial crisis
The Brand Management process starts by identifying the core value of a particular brand and reflecting the core value among the targeted customers.
The key steps of Brand Management:
1. Define the vision, values, personality, and big idea behind your company or product. This tells you the core value of a particular brand
2. Determine the personality traits that go with the brand. This allows you to reflect the core value among the targeted customers
3. Find words and language that describe it
a. product name
b. tagline or motto
c. phrases
d. tone of voice
4. Craft a visual identity that symbolizes it
a. Colors
b. Fonts
c. graphic style
5. Set out the behaviors and cultural norms that will reinforce the brand
6. Use it all consistently in physical spaces, online, and in marketing and advertising
7. Be true to your brand, in your attitudes, interactions, and decisions - and enforce that consistency in all of the company’s (and its partners) interactions with the customers
RECOMMENDED EXERCISE
1. Look at the organization you work for. What Brand Management activities are you aware of? And which ones can you not discern? (2 MC CPD Points)
2. If you were in control of the management of your organization's brand, what activities would you change? (2 MC CPD Points)
DOWNLOADS
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Paid resources
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RECOMMENDED READING
📖 Branding: A Very Short Introduction geni.us/gGPWw8
📖 Branding For Dummies geni.us/cO4oPC
📖 The Brand Gap geni.us/cureu6
📖 Building a Story Brand geni.us/getCcr1
📖 Designing Brand Identity geni.us/DxzHwI6
⭕️ Links to our book recommendations are affiliated through Amazon
Managers Need a Basic set of kit to do your job well. Here are my top recommendations: kit.co/MikeClayton/manager-s-... (the links are affiliated)
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#Marketing #ManagementCourses #BrandManagement

[@ManagementCourses]

Last week, we looked at Brands and Branding. This week, the task of managing those brands and the primary things a brand manager will need to do.

[@ManagementCourses]

Thank you for watching - please do like, subscribe, and hit the notification bell so TH-cam knows to let you know when I produce more videos.

[@lizandizaye5603]

👍🏻👍🏻👍🏻👍🏻👍🏻👍🏻👍🏻👍🏻

[@ManagementCourses]

😃😄😁😆🥹😀😆😃🥹😁😄

[@Anita_Sharmaa]

very nicely explained thank you from Nepal

[@ManagementCourses]

You are most welcome.

[@maanratnajitjadhav.6094]

Thanks for insights.

[@ManagementCourses]

My pleasure.

[@daezjn]

very helpful. Thanks you!

[@ManagementCourses]

You're welcome.

[@lemlemdema567]

SIR THANK YOU

[@ManagementCourses]

So nice of you

[@DarkstarArchangel]

Hello sir I hope you respond often, I am not looking to be a Brand Manager but I am studying what certain job positions are and I would like to ask a question and know what a Brand Manager is/isn't.
If a Brand Manager works at a company that sells products that deal with fiction, and the company has many different franchises/series of books/comics. Does the Brand Manager have control over the writing/plot/canons of the stories of the franchises?

[@ManagementCourses]

I am not sure I can tell what sort of company you are talking about, but it sounds a lot like a publisher (maybe a TV or movie production company). Are Kevin Feige (MCU) and Dave Filoni (Star Wars) for example, Brand Managers. Maybe, to a degree. But I am simply not familiar enough with those industries. And, maybe, that would be applying the term in a context it is not used. It's an interesting question, but I don't have the experience to offer a good answer.

[@mhmdsaleh2308]

Hello sir I need to apply for brand manager in my freind company can I learn this just online because I love this job

[@ManagementCourses]

You can learn about the role, but nothing beats experience. Some employers will make a recruitment decision based on promise and aptitude - others will require experience. But, there are definitely opportunities out there if you can show enough knowledge and other experience or persuading factors. Good luck!

[@sakshikelshikar3729]

My daughter is interested in doing career in brand mgmt could u plz let me know in which institute this course is available
God bless you

[@ManagementCourses]

That will, of course, depend on where you are in the world. THe first place to look is at whatever organization acts as the professional body for marketing professionals in your country/region. Here in the UK, it is the Institute of marketing. If she is willing and able to travel, then equivalents in other countries may be apropriate. Many Universities offer marketing courses - some may have a focus on Brand Management. After that, there are commercial course providers of all kinds.

[@malachi5813]

Talk about the tools man

[@ManagementCourses]

Good tip.