How to
understand brand management and the roles of the brand manager, the employees
and external consultants?
1 What is the brand management?
·
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. Loreal, Fazer, Nivea
2 What are the brand management’s tasks and
responsibilities?
·
have an instinctive feeling about future product concepts
·
have good analytical skills
·
be a good listener, able to respond to results and customer research
·
be an excellent communicator, both verbally and
in writing
·
be enthusiastic about their product area.
·
Also act if he is the owner of the company
3 What are the steps
in the brand definition process?
·
Determine your brand’s
target audience.
·
Define a branding
mission statement.
·
Research brands
within your industry niche.
·
Outline the key
qualities & benefits your brand offers.
·
Create a great
brand logo & tagline.
·
Form your brand’s
business voice.
·
Build a brand
message and elevator pitch.
·
Let your brand
personality shine.
·
Integrate your
brand into every aspect of your business.
·
Stay true to your
brand.
·
Be your brand’s
biggest advocate.
4 How does the brand manager work in cooperation with
the company management, the employees and external consultants? (What are their
roles?)
Work
with the central Marketing teams on all charters of current and future
projects. Sharing knowledge and supporting and leading teams.
5
Analyze the brand management of Coca-Cola company. (as in the Trigger’s job description
Brand management is very strict in Coca-Cola
company. Being the biggest beverage company in the world they need to be up in
their game.
·
Passionate expression of the brand
·
Sharing the vison
·
Achieving goal no matter what barriers are
ahead
·
Risktaking
Link to lactive coca-cola
http://www.thisisinsider.com/laxative-coca-cola-japan-health-2018-1
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