This document discusses brand management and provides steps for effective brand management. It defines a brand as a strategic asset requiring long-term management that is the centerpiece of marketing strategy and represents an organization's culture, identity, image and reputation. It then provides 7 steps for an effective approach to brand management, which include becoming truly marketing minded, monitoring the changing environment, having a meaningful brand vision, building the brand from the inside out, planning for success, becoming a learning business, and being prepared to change.

1. Brand Management
Putting on Our
Corporate Face
Edited by
Prof.P.Kameswara RaoMBA.,PhD.,
RBS-RAI UNIVERSITY
HYDERABAD

2. What IS a Brand (Management)?
• An asset requiring strategic and long-term
management
• The centerpiece of the marketing strategy
• The organization’s culture, identity, image,
reputation

3. This Is Who We
Are!
Knowing who we are exactly will
enlighten us on how to proceed….
It means defining you and your
business…..

4. “We are one company
and we should look
that way.”
Frank Shrontz, Boeing

5. What a Brand (Management)
IS NOT
• A product or service or…..
• Just advertising or communicating
the organization’s name, logos,
symbols or slogans…..

6. Why do Brand(ing)?
• To have a positive impact on the
decision making of targeted audiences
• To solidify our corporate one-ness
• To provide a focus

10. Approach to Branding
• Graphics Standards Manual
• Business cards
• Theme messages for employees
• Leverage success of past efforts
• Single Corps presence at national events
• Corps Path

11. Approach to Branding
• Hire professional branding consultant
– research/survey
– engage senior leaders
– train the workforce
– implement internal & external branding
– evaluate/measure

12. Step 1: Become truly 'Marketing
Minded'
• When many people think of marketing
they think of meeting customers needs.
Understanding and responding to
changing customer needs is essential, but
there is another dimension. Brand-led
marketing ensures that you meet
customer needs in a way that is different
from your competitors. If you can't find
this point of difference you're in danger
of becoming a price-based commodity.

13. Ask yourself:
•Do my customers really see me as
different from my closest competitors?
How/Why?
What can I do to make my business
more distinctive and appealing to help
secure them as long-term and profitable
customers?

14. Step 2: Monitor the
Changing Environment
We live in a rapidly changing
world of many threats and
opportunities. Few business
managers take adequate time out
to stop, look around, and reflect
on how these changes might have
an impact. As a result, most
companies die young.

15. Ask yourself, at least once a
quarter:
• What are the changing consumer
trends, competitor activity,
legislation, economic trends or
technology developments that
might have an impact on my
business?

16. Step 3: Have a Meaningful
Vision for your Business
and your Brand
A business Vision (or Mission) has a number or
roles: most important of which are to inspire
and guide. Too many business Visions include
words like 'leader', 'best', 'preeminent', 'most
successful'. Words like this can mean many
different things to different people. Because of
that they are of limited help in inspiring or
guiding the behaviour of the business team.
Brand Visions have just the same function.
Make sure that you have a written Vision for
your brand that is strong enough to inspire and
guide behavior.

17. Ask yourself:
• Do I have a brand Vision that
everyone understands and has
bought into?
• How might I improve my brand
Vision, so it is a stronger
inspiration and guide?

18. Step 4: Build Your Brand
'From the Inside Out'
• Building a brand is not just about
• advertising or 'marketing
communications'. Nor is it just about your
'product' or 'service'. Your brand is really
what your customers think of you, and
how much trust they have in you. To build
a strong brand you have to have a clear
idea of how you want to be thought of,
and then consider everything that you
say and do.
• In everything that you say and do,

19. Ask yourself:
• Will this get me closer to where I
want to be in the mind of my
customers?

20. Step 5: Plan for Success
• There is a phrase: "If you don't
know where you want to go, any
road will get you there". This is
true in life, and it is true in
business. If you want to succeed
you have to have clear, measurable
objectives - you have to know
where you want to get!

21. Ask yourself:
• Do I have a brand plan with
clear, measurable objectives?
• (And am I measuring the
things that are really
important!).

22. Step 6: Become a
'Learning Business'
• Continuously improving your
brand-led effectiveness is essential
to long-term success. The best way
to achieve this is to ensure that you
take a little time to become a
'Learning Business' by building
learning into your processes.
• For every marketing initiative you
undertake, …..

23. Ask yourself:
• How can I build learning into
this, so that I can find out what
works and what doesn't, and
do it better next time?

24. Step 7: Be Prepared to
Change
• What worked in the past may not work in
the future. If you can achieve steps 1 - 6
that's great, but you have to go one step
further. You have to be prepared to
change. Don't just do the same things
better, look around for new ways of
pursuing your vision and your desired
brand. Explore, experiment and
anticipate.

25. Ask yourself:
• Is there an opportunity to break
out, and achieve a step-change
from where I am now?

26. Opportunities will
never come…..
unless you grab them
at the right time