Introduction: In the real working environment, many people in charge of brand management are not clear about the brand vision. And the clear goal is the direction of progress, how to make corporate brand management clear? What exactly does enterprise brand management do? The following is the corporate brand management I brought to you, hoping to help you.
The Mission of Enterprise Brand Management
The mission of enterprise brand management is to create, cultivate and promote brand assets. The importance of brand lies in that it is an important intangible asset of an enterprise, and the brand is unrepeatable, so it is an integral part of the core competitiveness of an enterprise. The basic goal of enterprise brand management is to create, cultivate and enhance the value of brand assets.
What is brand equity?
Brand assets include brand awareness, brand awareness, brand loyalty, brand association and other assets. Brand equity is the brand attitude established by customers through long-term investment and marketing efforts. The establishment of brand equity needs overall strategic planning, which is from the inside out.
Characteristics of enterprise brand management
Because the establishment of brand equity first lies in the cultivation of enterprise internal strength, through the means of integrated marketing promotion, the content of enterprise brand management planning is deeply communicated with customers. It is destined that enterprise brand management is also from the inside out. Internally, build an organizational structure with brand development as the core goal, formulate corresponding brand strategy and brand culture, and make brand building the core goal of all departments, so as to influence external customers and realize brand loyalty from internal employees to external customers through the embodiment of corporate culture connotations such as product quality, customer service quality, cost concern and corporate image. Through multi-dimensional and three-dimensional communication with customers, we will strengthen customers' memory, understanding, recognition, emotion and loyalty to the brand by means of advertising, public relations, promotion and personnel promotion.
Enterprise brand management requirements
Enterprise brand management should make the brand's impression in the eyes of target customers clear. The basic steps of enterprise brand management include research process, brand positioning process, brand planning process, brand implementation process and effect evaluation process. The fundamental purpose of research and positioning is to find the position of the brand in the eyes of the target consumers, create the differences between the brand and its competitors, and thus form a unique competitive advantage. Brand planning and brand implementation is to concretize the concept and thought of brand positioning, and make the ideal and cultural connotation of the brand be perceived and recognized by the target customers through three-dimensional communication and communication means.
Three functions and three relationships
Three Functions of Enterprise Brand Management
The basic function of enterprise brand management lies in three aspects: clear resources, compromise and good management.
Clear resources, clear the current situation of resources of enterprises and the ability to obtain external resources. Including human resources, financial resources, material resources, technology (continuous sending letters to the Internet), innovation, core competitiveness, production technology, cost, corporate culture construction and other aspects of the enterprise's current situation, clear the core resources of enterprise resources relative to competitors; Make clear the external resources that can be obtained according to the current situation of the enterprise, including the types of external partners that can be selected (the strength and service quality of external brains such as research companies, advertising companies and consulting companies, brand cooperative enterprises, etc.). ), available government resources, etc., so as to formulate effective brand development plans according to the actual situation of enterprises.
Compromise from the perspective of marketing chain, brand management should not only build an external marketing platform, but also build an internal marketing platform. The external marketing platform is to realize the communication between the brand and the target market, and the internal marketing platform is to establish sales, production, procurement, human resources and other departments to work under the framework of enterprise brand management. Through coordination with various functional departments, we can realize the internal operation norms of enterprises with brand as the core and promote the implementation of the business philosophy of enterprises with brand as the core.
Be good at management, make brand strategic planning, and promote brand growth through tactical implementation. Strategically speaking, it is necessary to determine the long-term position of the brand in the eyes of consumers, and formulate corresponding marketing mix and marketing strategy through market research and integrated utilization of enterprise resources to realize the stable growth of the brand.
Three relationships that need to be coordinated in enterprise brand management
Enterprise brand management needs to deal with three relationships: communication with consumers, competition with competitors and cooperation with partners.
Communication is aimed at consumers. The goal of enterprise brand management is to make clear the needs of target consumers through investigation, realize the deep understanding of the brand by target consumers through advertising and public relations activities according to the overall strategic planning, establish the position of the brand in the eyes of consumers and enhance brand loyalty.
The competitive relationship is aimed at competitors. The core of competition is not confrontation, but to establish corresponding competition and cooperation relations according to the reality of the market, the position of competitors in the market and the attitude of competitors. Ericsson and Sony jointly launched the Sony Ericsson series of mobile phones in order to effectively integrate market resources and enterprise resources and promote development through cooperation.
The cooperative relationship is aimed at enterprise partners. Partners include related units that serve enterprises, such as consulting, advertising, research and planning, as well as units that serve enterprises, such as agents, distributors and upstream suppliers. In addition, they also include brand partners and business partners. The establishment of cooperative relations requires the joint efforts of all functional departments within the enterprise.
What does enterprise brand management do?
According to the three basic functions of brand management, the brand management department of an enterprise must start with research, planning, implementation, coordination and evaluation.
study
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. The work of the brand management department of an enterprise lies in the coordination between the brand manager and the professional market researchers, defining the survey object, target and time, designing specific survey contents and interview contents, supervising the implementation of the survey and summarizing the survey results. The brand manager makes a deeper analysis of the research results in combination with the actual work and serves as the basis for formulating relevant strategies.
In view of the fact that enterprise 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. Brand manager's market visit and customer visit should also have clear goals, so as to test the effectiveness of the strategy during the visit, understand the real problems in the market, and whether the idea of desk work can really solve the problems in the market.
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 refers to what kind of products or services are promised to what kind of consumers, and what kind of impressions, associations, emotions and psychological feelings he or she has on the brand.
plan
Brand planning is a brand image planning and brand development planning based on the shaping and maintenance of brand core values. The first is brand image planning. For start-up brands, it is based on market research and brand positioning. For the creation and maintenance of brand image, it is necessary to establish brand name, brand logo, brand visual and mental recognition system, brand slogan, explore brand history and story, and build brand market cognitive image. For existing brands, it is necessary to study the brand image in consumers' minds, formulate brand image strategies, maintain the consistency of brand image, and keep consumers' understanding of brand image clear.
Brand development planning is to determine the brand image communication plan, clarify the communication object, time, goal, content, ways and methods between the brand and customers and social interest groups, deepen the target consumers' awareness of brand core values, enhance brand loyalty, and thus achieve the purpose of upgrading brand assets.
Brand development planning includes long-term planning and short-term planning. Long-term planning is to make a long-term development plan of the brand according to the business strategic planning of the enterprise, which is the general blueprint for brand development. For the business level, it pays more attention to short-term planning, which is divided into annual plan, quarterly plan, monthly plan and dynamic plan or phased brand communication plan according to the product sales 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 corresponding plans and schemes according to the dynamic changes of the market. Because the plan is made in advance, it should be adjusted according to the actual changes of the market and under the guidance of the overall strategic principles to avoid the mistake of carving a boat for a sword.
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 for achieving the goal, strategy generation, implementation plan for achieving the strategy and goal, implementation effect prediction, implementation and effect evaluation.
implement
For the implementation of specific brand management programs: marketing strategy formulation, advertising creativity and performance, media arrangement and liaison, design and organization of 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.
coordinate
Brand managers should face the coordination with relevant functional departments and units inside and outside the enterprise, including the coordination with market research function, promotion and execution function and media function, the coordination with internal superior supervisor, sales function, production and storage function, procurement function and financial function, and the coordination with relevant functional units outside the enterprise, with the aim of promoting relevant personnel to understand the progress of enterprise brand management and coordinating all parties to perform their respective duties within the framework of brand management.
self-criticism
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, opinions and suggestions from internal employees, superiors and customers are indispensable wealth in the brand management knowledge base.
Enterprise brand management needs the support of all aspects within the enterprise.
According to the basic principles of enterprise brand management, enterprises need to establish a brand management system, which is the basic guarantee for brand management, including the operation process and system norms of each function, the key points of enterprise brand management function and related functions, and the key points of cooperation. For example, according to the principle of G.U.E.S.T, the customer reception of sales staff and the corresponding sales management norms are agreed. McDonald's has a very clear system to ensure service quality and product quality. For example, the strict agreement on the shelf life of hamburgers after processing and baking, the agreement on regular hand washing and disinfection of employees, and the baking time of pineapple pies and other series of foods should be written, and customers should supervise. The regulation is to let employees have rules to follow from the work norms and let managers have laws to follow in their management work. Through the construction of corporate culture and the formation of corporate brand culture, we can win the loyalty of employees to the brand emotionally and realize sincere customer service. For example, the Portman Ritz-Carlton Shanghai treats its employees as gentlemen and ladies and wins their loyalty. Some seemingly small links may make the huge investment in brand promotion go down the drain. So brand promotion should not only be external? A promotion? , but also internally? A promotion? Enterprise brand management needs the attention and support of all functional departments of the company.
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