Basics Of Brand Management - an overview of it
- 1. Basics Of Brand Management -An overview (Manjushree)
- 2. Introduction to Brand Management Brand Management is a function of Marketing that uses techniques to increase the perceived value of a product line or brand overtime. Brand management helps a Company build a loyal customer base and helps to fuel it’s profits. The role of a Brand manager is the innovation of a product or a Brand, creating brand awareness via the use of Price ,packaging ,logo colours and lettering format. The most important objective of Brand management is to influence people’s association and feelings about the Brand and to create a distinct identity for itself.
- 3. Elements Of Brand Identity Logo and Visual Identity- It creates the Brand’s value via anything visual including a logo .Fonts, Typography ,Colour Schemes , Palettes come into play here. Brand Name and Tagline- A Brand Tagline is a memorable ,unique and Catchy Phrase that highlights a specific aspect of the Company and instantly evokes the image of the brand in the minds of Consumers. Typography and Design- They represent the Value and Tone of the Brand Brand Voice and Tone- It’s the mood or emotion that is conveyed through thr way the Brand is represented.
- 4. Brand Positioning Brand Positioning refers to the unique value that a Brand represents to its customer. Understanding the Target audience plays an important role in Brand Positioning. For ex- Knowing that the target audience for you product is between 10-15 years will help position the Brand accordingly. Its necessary to differentiate Brands from Competitors for which Brand Positioning is required as it creates a unique perspective in the Consumers mind.
- 5. Brand Communication Brand communication is a combination of activities such as advertising, social media and reviews that are used to communicate with customers. Examples of brand communications include billboards, radio advertisements, TV commercials, newsletters, online bulletins, reviews, and direct communication with the company via its employees. Cohesive branding is more than just your company's “look and feel.” It's how you show up and the impression your brand makes on the people you engage with
- 6. Brand Monitoring 1. Performance Tracking: Brand monitoring involves continuously tracking various metrics related to brand performance, including brand awareness, perception, sentiment, and loyalty. This tracking helps assess how the brand is perceived by consumers and its effectiveness in the market. 2. Market Trends Analysis: Brand monitoring entails keeping a close watch on market trends, competitor activities, and industry developments. Understanding these trends allows brands to adapt their strategies proactively and stay ahead of the competition. 3. Consumer Feedback Analysis: Brand monitoring involves gathering and analyzing consumer feedback through various channels such as social media, customer reviews, surveys, and focus groups. This feedback provides valuable insights into consumer preferences, needs, and opinions about the brand.