Brand management is the creation and execution of plans to strengthen consumers' perception of a brand.

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Marketing for managers
This video is part of course module number 8.3.1
Program 8: Managing clients and customers
Course 3: Marketing for managers
Section 1: Brands and branding

Other videos in this section include:
What are brands and branding? https://youtu.be/SCKf1gy0Gio
What is a brand strategy? https://youtu.be/lgMrDRosb8A
What is a brand marketing plan? https://youtu.be/mvUe3Cdoh-Q

LESSON NOTES
Brand management is an ongoing operational activity in a business, which maintains and develops a consistent brand identity – with the aim of enhancing brand value.

Brand management ensures that everything matches the desired brand image:
• some products
• content
• communication
• events
• sub-brands

• stylistic elements

So, brand management creates a template for the brand. It provides the entire organization with the research, guidelines and strategies needed to effectively improve brand reputation with customers, from digital media to physical products and human interactions.

Brand management and marketing
If brand management is the blueprint – or guidelines – for maintaining your brand, marketing is how you put that plan into action.

Thus, brand management uses a range of marketing tools and techniques to increase the perceived value of a brand (Brand Equity).

It builds customer loyalty through positive associations and images or strong brand awareness. Thus, it allows the company to:
1. Reduce the cost of sales
2. Increase prices of products in the market
3. Bounce back after a circumstantial crisis

The brand management process begins with identifying the core value of a particular brand and reflecting that core value among targeted customers.

The key stages of Brand Management:
1. Define the vision, values, personality and big idea behind your business or product. This tells you the core value of a particular brand
2. Determine the personality traits that go with the brand. This allows you to reflect core value among targeted customers
3. Find words and language that describe it
A. Product Name
b. slogan or motto
vs. sentences
d. tone of voice
4. Create a visual identity that symbolizes it
A. Colors
b. Fonts
vs. graphic style
5. Define behaviors and cultural norms that will strengthen the brand
6. Use it consistently in physical spaces, online, and in marketing and advertising
7. Be true to your brand, in your attitudes, interactions and decisions – and apply this consistency in all the company's (and its partners') interactions with customers

RECOMMENDED EXERCISE
1. Look at the organization you work for. What brand management activities do you know? And which ones can't you discern? (2 MC CPD points)
2. If you controlled your organization's brand management, what activities would you change? (2 MC CPD points)

DOWNLOADS
Free Resources
CPD Tools – https://gum.co/MC-CPD
Paid resources
Management Course Onboarding Kit – https://gum.co/MC-ObK ($3)

RECOMMENDED READING
Branding: a very brief introduction https://geni.us/gGPWw8
Branding for Dummies https://geni.us/cO4oPC
The Brand Gap https://geni.us/cureu6
Building a brand story https://geni.us/getCcr1
Design the brand identity https://geni.us/DxzHwI6

️ Links to our book recommendations are affiliated through Amazon

Managers need a basic kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (links are affiliated)

MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT POINTS (CPD)
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#Marketing #Management Course #Brand Management

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