Week 1: Brand Management 101
What is brand management? An ongoing process of curating a brand to define and maintain an identity which in turn should drive sales and customer loyalty. This can extend beyond the specific offering to other offerings connected to the brand. ( Business Dictionary 2018 .) By creating an identity, an organization should be able to relay their value proposition to the customer in a concise way, allowing the company’s customers to engage with the brand in relative shorthand. The Canadian Marketing Association recommends the creation of 4-5 brand “personality traits” to guide the creation and maintenance of this identity ( 2018 ). What are the brand manager’s tasks and responsibilities? Recruitment gurus Robert Walters plc ( 2018 ) break down a brand manager's key responsibilities into 7 categories. The strategy for the brand overall. This can include style guides and vision statements. Management of all communication and PR channels. Taking part in development and roll-outs...