tiistai 23. tammikuuta 2018

Brand Manager PBL1

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

Reference:




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