Overview of Brand Management in Marketing
Definition: A worldwide famous company and its products, which everyone admires are known as a brand. The quality of the product, the service and the technique of marketing make the company a brand. And it is not an easy task to rule the market and keep the tag of a brand in the market, proper product management and good marketing makes it possible. So to maintain the prestige of product and company in the market is the brand management, how to do this, what skills are required and other sources are associated with the brand management. Actually we can say that it is the process of targeting the market in this way that the sale of a product increases or remain stagnant.
Importance of Brand Management
Now the question arises why brand management is Important. The answer to this question is sustainability. Once the product is launched in the market by the company it is very difficult to sustain the prestige of the brand. The demand of the customer is changed with time, with the entry of new trends in the market. So the rationale of brand management is to understand the market conditions from time to time and analyze what changes are required in the product according to the demand of customers.
Principles of Brand Management
Following are some principles of brand management:
1. Brand Definition
Now it is very important to determine a definition of brand. The definition basically tells about the brand idea and its significance which includes the motto of a brand and the quality assurance etc. Also, brand definition gives the aim to the company what type of product to be made and what are the standards for that. Like if we say a work without aim is unsuccessful no matter the hard work behind that, in the same way without a particular definition it is very difficult to give the utmost quality to the product, for the customers in the market. So the first principle of brand management is to set a brand definition.
2. Consistency
Consistency in work matters a lot for success in any field. On the same lines, the second principle for brand management is consistency. Here we can say that changes in the brand products with the demand in the market is the consistency. Also, another angle of its is to keep on going without any worries about the success or result. Ups and downs are the part of life but the person who is determined in work surely get success one day. So on the same idea consistency is added as a principle in brand management which is most important.
3. Strong advertisement
Advertisement is the way to spread information about the brand and its products in the market. It is a very important part of brand management. The advertisement tells the people about the specifications of the brand and also it is the best way to reach the heart of customers. This is the reason it is added as one of the principles of brand management. We see lots of advertisements on TV and other Media regarding various products, this is brand management. Every company wants its product to rule the market and everyone buys there product so, to aware people of the product, advertisement is the only way.
4. A good Dynamic plan
A holistic approach is very much required for the work completed. On the same lines if we talk about the systemized work first thing that comes in our mind is a plan. A definite plan regarding some work is like a roadmap that instructs time to time that what to do next. So without a plan, a project is like a never-ending project so the predefined set of rules or a plan is very necessary. Also here it is very important to note that a strict plan is sometimes not effective because market conditions change very rapidly so the plan should be dynamic so that it should be alterable with the conditions of the market. The same thing is applicable In brand management where a dynamic plan is very necessary to make the brand successful.
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5. Alternatives
As far as brand management is concerned its working is totally uncertain because the market conditions are so dynamic and one cannot fully rely on only one plan blindly. An alternative should also be there so that if one product is failed another be ready to launch. This particular principle is actually providing the safeguard to the brand because an alternative will save the prestige of a company when there is a need. The success of a brand depends on the customers and if the customers denied the product it is a very cumbersome situation for the company or brand because there is huge investment behind the product, so to be safe there should always be a plan B or an alternative.
Conclusion
Customers are very specific and determined about their choice and they always buy those things which they like. So the focus of brand management should be toward customer satisfaction. If we talk about the prevailing conditions in the market we see that companies or brands are spending huge amounts on advertisements because they know that people will buy what they see. But somewhere they compromise with the quality of products and slowly the prestige of that brand ruined after some years but the brands who are worried about the quality remain in the market no matters how much they are spending on the advertisement etc. Because people want quality products and the quality of the product makes a feeling of trust in the hearts of customers for that brand. The people who are in this field of brand management should think about these small things so those good products are delivered in the market. Mere focusing on the advertisement and marketing is not enough, there should be a trickle-down approach so that people trust the brand and also an approach that provides a healthy competition in the market.
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