Brand AdvocatesEncouraging customers / influencers to promote your brand. | Brand AnalysisDeveloping knowledge, information and requirements regarding your brands. |
Brand ArchitectureManaging the structure of related brands. | Brand AwarenessPromoting the ability of customers to identify the attributes of your brand. |
Brand BenchmarkingComparing your brand data to the competition. | Brand ConceptThe basic concept behind a brand. |
Brand CultureEngaging the culture surrounding your brand. | Brand DevelopmentCreating new brands and building up existing brands. |
Brand EquityEstimating the value of a brand to a firm. | Brand ExperienceMaking sure your actual customer experience reflects your brand. |
Brand ExtensionUsing your brand in new product categories. | Brand GoalsPlanning a brand with concrete and measurable goals. |
Brand GuidelinesPublishing a guide to brand consistency and cohesion. | Brand IdentityDeveloping the personality of a brand. |
Brand LegacyDealing with the history of a brand as an asset or liability. | Brand MarketingThe product, pricing, promotional and distribution strategy of a brand. |
Brand MetricsMeasuring your brand in a standard way. | Brand PerformanceMeasuring the performance of a brand against goals. |
Brand PositioningEstablishing a unique and valuable identity for a brand in a crowded market. | Brand PromiseMaking a promise to customers and delivering it. |
Brand PromotionReaching target markets with messages. | Brand QualityAn identity and experience based on a level of quality. |
Brand RecognitionA foundational goal of brand management is to make a brand recognizable. | Brand ReportingCapturing performance data for your brands and reporting it. |
Brand RiskManaging the risks to a brand in areas such as reputation. | Brand StorytellingUsing storytelling in identity, concept and promotion. |
Brand ValuesEstablishing values and advocating for aligning the business to these values. | Customer EngagementEngaging customers with your brand with techniques such as crowdsourcing. |
Demand GenerationInitiatives such as sales to drive revenue. | Go-to-marketThe process of implementing brand initiatives and launching products. |
Internal BrandingBranding internally as an element of corporate culture. | Market ResearchResearching real world competition and perceptions. |
Marketing CampaignsDrives to achieve a marketing / brand goal. | MissionA compelling purpose for a brand. |
Product DevelopmentThe process of developing new products and services. | RebrandingImplementing major changes to brands. |
Target AudienceIdentifying the audiences for a brand or message. | Target MarketIdentifying your customers. |
VisionA statement of the future designed to be compelling. | Visual IdentityEnsuring brands are highly recognizable with a look that aligns to concept. |
| Overview: Brand Management Examples | ||
Type | ||
Definition | The process of building and defending a valuable identity in a competitive market. | |
Related Concepts | ||
