How to manage the brand well

The specific responsibilities of brand managers are research, planning, implementation, coordination and review.

1.

The research includes two parts: the strategic level and the operational level. At the strategic level, it is a study of the external economic environment, industrial environment, competitive environment, policies, social humanities and other conditions that affect brand growth. At the business level, it is a study of the competitive dynamics and customer needs of specific businesses. Because the specific market research work is done by professionals, the work of brand management lies in defining the object of investigation, the object of investigation and the time of investigation. , and combined with the actual work, make a deeper analysis of the survey results as the basis for formulating relevant strategies.

In view of the fact that the work of brand management cannot be divorced from the reality of the market, brand managers also need to personally go to the market to perceive the changes in the market and feel the needs of customers.

Research is the basis of brand positioning, and brand positioning is the premise of brand planning. For brands with unclear or improper positioning, the brand manager needs to position or reposition the brand through the survey results. Brand positioning is a commitment to provide which product or service to whom.

plan

Planning is divided into brand image planning and brand development planning. The first is brand image planning, which is based on market research and brand strategy. For the creation and maintenance of brand image, it is necessary to establish brand name, brand logo, brand visual and mental recognition system and brand slogan, explore brand history and stories, and maintain the consistency of brand management image, so as to avoid confusion in brand positioning cognition.

Brand development planning is the object, time, way and goal of brand communication with customers and social interest groups. It is a brand cultivation plan, including long-term planning and short-term planning. Long-term planning is to formulate a long-term brand development plan according to the business strategic planning of the enterprise, which is the general blueprint for brand development during and after the overall operation of the project. For the business level, pay more attention to short-term planning, including annual plan, quarterly plan, monthly plan and dynamic plan, or determine phased brand communication plans at different operating stages according to the project development cycle. First of all, there must be an overall plan for the whole year or the whole stage. Secondly, the overall stage should be divided into different small stages, and a staged brand development plan should be formulated. In the specific implementation process, it is necessary to formulate some emergency plans and schemes according to the dynamic changes of the market.

Brand planning is to realize long-term and three-dimensional communication with the target object based on the overall strategy or strategy. Its basic logic system is: background environment and data analysis-achieving the goal-strategy generation-implementation plan to achieve the strategy and goal-program implementation effect estimation-program implementation and effect evaluation.

implement

For the implementation of specific brand management programs: advertising effect, media, public relations activities, sales promotion, brand alliance, image design, etc. Some need to be implemented by brand managers, while others need to be organized, coordinated or monitored during the implementation process. The goal is to ensure effective implementation, so that the ideal of planning can be effectively implemented, so as to achieve the expected effect of brand planning.

4. Coordination

The brand manager should coordinate with relevant functional personnel inside and outside the enterprise, including market research function, promotion and execution function and media function within the department, superior supervisor, sales function, production and storage function, procurement function and financial function within the enterprise, and work-related functional units outside the enterprise. The purpose is to promote relevant personnel to understand the progress of brand management and coordinate all parties to perform their respective duties within the framework of brand management.

review

For every work and scheme in the process of brand implementation, the brand manager needs to review it regularly and irregularly. The first review is introspection. Evaluate the implementation process and results through daily work inspection. If there is any deviation from the target, the corrective plan should be put forward in time. Second, criticism and suggestions from external colleagues and superiors are indispensable wealth in the knowledge base of brand managers.