What is Your Definition of Brand Management?

One of the most ambiguous terms used in business is “brand management”.   Certain marketing experts limit the term to the management of the brand communications in advertising and promotion.  Advertising agencies generally refer to logo design and taglines executed through consistent creative design and messaging. 

By definition, a brand connotes a certain promise to its customer.  Marketers now understand the importance of delivering on the brand promise in every aspect of the organization’s operations and behavior.  This is truly emphasized today as consumers are seeking as much information about the company behind the product or service as the product or service itself.

Brands must “be alive” in an organization through the values of the organization.  Each and every employee must understand the organization’s mission and their role in living up to the brand promise that is promoted through the marketing effort.

Brand management is no longer just the responsibility of the marketing department.  Brand values need to guide the actions and communications of all internal brand participants – your entire workforce.