What is… Brand Management?
Many companies or nonprofits don’t realize they are a “brand” and, consequently, they fail to manage and maintain their brand. At Momenta, we try to make the process of brand management as easy and painless as possible. So, let’s take a few minutes to understand what it is, why you need it and how we can help.
The Oxford’s definition of brand management is “the activity of supervising the promotion of a particular brand of goods.”
Wikipedia’s definition is a bit more in depth.
“Brand management is a communication function in marketing that includes analysis and planning on how that brand is positioned in the market, which target public the brand is targeted at, and maintaining a desired reputation of the brand. Developing a good relationship with target publics is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer takes away from the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things.”
We particularly like the Business Dictionary’s easy to understand description.
“Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to customers. Proper brand management can result in higher sales of not only one product, but on other products associated with that brand. For example, if a customer loves Pillsbury biscuits and trusts the brand, he or she is more likely to try other products offered by the company such as chocolate chip cookies.”
The Momenta team combines all of these understandings into our brand management packages. We can help you boost your own understanding of the way your company talks about itself internally and externally, how your audience views your products or services, and how you can strengthen your messaging to support your mission.
If you want to learn more about this topic, we recommend the following articles:
How to Manage Your Company’s Brand
by Brenda Porter-Rockwell via Inc.
Why Brand Management Will Replace Marketing
by Mark Di Somma via Brand Strategy Insider
Building a Brand for Market Success
via for Dummies
If you are ready to completely nerd out over your brand, we are happy to do so with you. You can call us, email or fill out our contact form.
We’d love to tell your brand’s story!