How to Do Brand Management Effectively
Any marketing department is pressed to continuously communicate the brand image of its organization. In other words, its products and services, its mission and objectives must always stand out so that its trademark or brand, will gain an attention in the market place. Marketing communication tones are affected by the how organizational structure departments are allocated.
Take the case of a centralized organization, where there is only one marketing department which controls all marketing activities. Their task is to produce different marketing initiatives so that they can create a unified brand image. In a decentralized organization, there are many marketing department that are free to promote their products and services to different business units of an organization.
For obvious reasons, centralizing one’s marketing activities might mean, overriding the efforts of each department to promote its peculiar product and service line, since they do not have a handle to communicate them or bring them to the table. In the decentralized organization, the problem lies in the fact that each department which each of their products are given a free hand to promote their own products which can results in very diversified marketing strategies, confusing consumers because they carry a single brand but with different identities.
Decentralized organizations usually offer multiple products and services which are diversified but are the products of a single company. So there will be variations on products, with their own customers, marketing approaches, initiatives, and pricing strategies.
In every organization, there needs to be a decision making framework around which there is a strategic alignment of every marketing arm so that the marketing approach of the organization is restructured. In other words, as long as the organization communicates its product and services effectively around the decision making framework, there is a greater chance to bring out a holistic message that it wants to communicate to the market.
So it takes a company’s understanding of the importance of the various elements of the marketing mix, the price, product, promotion, and place, and makes them work together harmoniously, then this will now dictate the brand and the customer experience. This is not only the message that it brings, it also bring to you how to experience that message.
The rise of social media has been of primary concern to many corporate marketers because this puts the consumers to be in control over the brand than the marketers. However whatever consumers do in social media should not affect the efforts of marketers at branding. It only affords them to be more informed because they now have a first-hand information on how consumers appraise the brand, and helps the company to launch another innovated to retain its image.
With brand marketing software, companies are enable to achieve brand control through a portal they can use to upload and share and approve on-brand assets with internal and external teams.