How to do a good job of brand management and management

The specific job responsibilities of brand managers are research, planning, implementation, coordination and review.

1. Research

Research includes two parts: strategic level and business level. The strategic level is for the brand growth of the external economic environment, industrial environment, competitive environment, policy, social and human situation research. The business level is the study of competitive dynamics and customer needs for specific businesses. Since the specific market research work is done by professionals, the brand management work is to clarify the object of investigation, survey objectives, survey time, etc., and the results of the survey combined with the actual work of more in-depth analysis and as the basis for the development of related strategies.

In view of the brand management work can not be detached from the actual market, therefore, the brand management personnel also need to personally go to the market to perceive the changes in the market, to feel the customer's needs.

Research is the basis of brand positioning, and brand positioning is a prerequisite for brand planning, there is no clear positioning or improper positioning of the brand, brand managers need to research the results of the brand positioning or repositioning. Brand positioning is a commitment to provide which products or services to which people.

2. Planning

Planning is divided into brand image planning and brand development planning. First of all, brand image planning, is based on market research and brand strategy, for the creation and maintenance of brand image, to establish the brand name, brand logo, brand visual and conceptual recognition system, brand slogan, to discover the brand history and story, and to maintain the consistency of the brand management image, so as not to cause ambiguity in the perception of brand positioning.

Brand development planning is to plan the brand and customers and social interest groups to communicate with the object, time, mode and target, is the cultivation of the brand program, which contains long-term planning and short-term planning. Long-term planning is based on the enterprise's business strategy planning to develop a long-term brand development plan, is the overall operation of the project process and after the operation of the total blueprint for the development of the brand. For the business level, more focus on short-term planning, short-term planning includes annual plan, quarterly plan, monthly plan and dynamic plan or according to the project to carry out the cycle of determining the different stages of operation of the stage of the brand communication plan. First of all, there should be a whole year or phase of the overall plan, followed by the overall stage and then distinguish into different small stages, the development of phased brand development plan. In the specific implementation process, but also according to the dynamic changes in the market to develop some contingency plans and programs.

Brand planning is based on the overall strategy or tactics to achieve long-term and three-dimensional communication relationship with the target audience. Its basic logic system is: background environment and data analysis - to achieve the goal - strategy generation - for the realization of the strategy and the implementation of the goal of the program -Predicting the effect of program implementation -Program implementation and evaluation of the effect.

3. Implementation

For the brand management work of the implementation of specific programs: advertising performance, media, public relations activities, sales promotion, branding, image design, etc., some need to be implemented by the brand management personnel, and some need to be organized or coordinated or implementation of the monitoring, the goal is to ensure the effective implementation of the planning of ideals can be effectively landed, so as to achieve the desired results of brand planning. The goal is to ensure effective implementation, so that the planning ideal can effectively land, so as to achieve the expected results of brand planning.

4. Coordination

Brand management personnel to face and enterprise internal and external coordination of the work of the relevant functions, including internal market research functions, promotional functions, media functions, etc., the enterprise's internal supervisors, sales functions, production, storage and transportation functions, purchasing functions, financial functions, etc., and the work of external and work-related functions of the work of the unit, etc., and its purpose is to promote the understanding of the relevant personnel of the brand management work. The purpose is to promote the relevant personnel to understand the progress of the brand management work and can coordinate all parties to perform their respective duties within the framework of brand management.

5. review

For the brand implementation process of the work and programs, brand managers need to review regularly from time to time, review is introspection, through the routine inspection of the work, for the implementation of the process and results of the evaluation, if there is a deviation from the target should be put forward in a timely manner to correct the program; the second is from the external peers and superiors of the criticisms and suggestions, which are indispensable to the knowledge base of the brand managers. Brand management personnel in the knowledge base of the indispensable wealth.