The Brand
Our first session has a case concerning brand management and the qualifications of becoming a successful brand manager at a large international company.
Coca-Cola is looking for Stills Brand Manager's position and I am interested in applying for the job. Brand management is something that I have always dreamed of and what better brand to manage than Coca-Cola. I mean after all they basically re-branded Santa Claus. The list of demands, expectations and responsibilities is overwhelming. The possibilities are endless though.
The detailed job description: https://www.linkedin.com/jobs/view/382691674/
How to understand brand management and the roles of the brand manager, the employees and external consultants?
With five learning objectives:
1) What is brand management?
2) What are the brand manager’s tasks and responsibilities?
3) What are the steps in the brand definition process?
4) How does the brand manager work in cooperation with the company management, the employees and external consultants? (What are their roles?)
5) Analyse the brand management of a chosen company.
Before going into the learning objectives I think that it is smart to clarify the difference between branding and marketing. Marketing can be seen as a "push tactic" since it's purpose is to actively promote a product or service to increase sales. Branding is more a "pull tactic". A desirable brand will make consumers want to buy the product or service without additional marketing.
"Branding is strategic. Marketing is tactic."
1) What is brand management?
The raw definition of brand management is that it is the application of marketing techniques to specific product, product line or brand. (Keller)
or...
Brand management is the term for all the facets of design, placement, marketing, advertising, and distribution that foster an identifying and developing brand personality. Brand management is about building trust and making the company's product or service wanted.
2) What are the brand manager’s tasks and responsibilities?
The role of a Brand Manager is to develop a brand strategy for a company. Brand managers oversee a wide array of business functions including branding, communication channels and product development. They often conduct market research for a company. This involves surveying and polling demographics, determining demand for products, and other relevant field research. Brand managers typically manage a team that supports their efforts and the position requires close collaboration with marketing, advertising and media departments.
The biggest responsibility of brand manager is to protect the brand, it could be said that they are the guardians of the brand and are responsible for ensuring that the products, services and product lines that fall under their brand resonate with current and potential customers.
3) What are the steps in the brand definition process?
The process of defining the company's brand will not happen over night. Just having a cool logo and a killer slogan will not make your brand desirable. Before explaining the eleven steps of defining your brand there is one aspect of brand building that is key and should be automatic for a company. Consistency, consistency, consistency. Throughout the company's communication there needs to be a common message. If that is remembered it is easier to build the company's brand. There is no single correct way to define your brand so the following eleven steps will work as guidelines
1. Determine your brand’s target audience.
You can't please everyone all the time
2. Define a branding mission statement.The purpose of the company to exist
3. Research brands within your industry niche.
The goal is differentiate
4. Outline the key qualities & benefits your brand offers.
What makes your company better
5. Create a great brand logo & tagline.
The most important part of brand building
6. Form your brand’s business voice.
How to communicate with customers
7. Build a brand message and elevator pitch.
Make it simple and clear
8. Let your brand personality shine.
Genuine personal interaction
9. Integrate your brand into every aspect of your business.
Brand building never stops
10. Stay true to your brand.
Consistency is key
11. Be your brand’s biggest advocate.
No one knows the brand better than you
A solid brand definition process can transform your business from a small player into a successful competitor. You’ll discover that your customers will develop a deeper level of trust for your brand, and be more likely to purchase what you are selling.
4) How does the brand manager work in cooperation with the company management, the employees and external consultants? (What are their roles?)
Brand manager needs to make sure than everyone in the company is on the same page in terms of branding communication and what type of brand the company seeks to have. The same work goes with external consultants as well.
In my personal opinion a brand manager's job is to somewhat networking within the company, especially if it is a larger company. Of course the relationship with the marketing department is clear is marketing is the main channel how a communicates with the stakeholders.
5) Analyse the brand management of a chosen company. KOSKENKORVA
The company I chose is a government owned company called Altia and its product Koskenkorva vodka.
Altia has been able to create a brand for Koskerkorva that no other vodka company has or maybe even isn't able to create. It has to be also remembered that advertising alcohol in Finland is basically completely forbidden.
The one thing that really sticks out in Koskenkorva's branding is uniqueness and basically working with what you got. The business is so saturated and full with hundreds and thousands of different vodka brands that if differentiation is not achieved some other way than just taste, the brand will just be part of a mass instead of standing out. I like the fact that Altia has put a lot effort into marketing the product despite that it is a government owned company.
Sources:
https://books.google.fi/booksid=T7urBkfqNxcC&printsec=frontcover&dq=brand+management&hl=fi&sa=X&ved=0ahUKEwiRsvnKr_3VAhWna5oKHWV1AGY4FBDoAQgsMAE#v=onepage&q=brand%20management&f=false
https://www.thebalance.com/what-is-brand-management-2296930
http://www.thebrandingjournal.com/2016/08/brand-manager-job-description-role/
http://www.tronviggroup.com/the-difference-between-marketing-and-branding/
http://freshsparks.com/successful-brand-building-process/
