If you’re considering a role in the creative sector of brand management, read this post to learn more.
Brand management has always been a crucial factor in the life of a business. However, in the 21st century, with the rise of the World Wide Web, the impacts of image on a company are greater.
Brand management can come under marketing and public relations, and its aim is to ensure a positive relationship with your target audience. A positive perception of your brand by consumers is the key.
When a customer is loyal to a brand, they are likely to purchase other products by the same company. This is known as brand extension and creates a stronger, more recognisable image of your products. Defining your Unique Selling Point (USP) is crucial in order to sustain your brand, and make it clear what differentiates your products from similar ones.
There are a number of factors that entail strong brand identity, it must understand the needs of its target audience, what its competitors are up to, trends in the industry, and the economy.
It’s vital a firm keeps up brand communication as this will be the main thing keeping customers aware of, not only its activities, but also its existence. Advertising, special promotions, and direct marketing are just some of the ways to keep constant communication.
It’s important to bear in mind that a global audience will have different needs, and so campaigns targeted at different markets will involve different processes.
In order for your brand to be remembered, it must put an image in the heads of your consumers.
The impact of social media
With the introduction of social media, results can be positive and negative. If sections of the public decide to discuss a brand on social media, this could mean brand managers and marketing teams of the company have less control over what’s being posted about the brand. If it’s negative, the impact could be felt.
Similarly, if something positive is said online about a brand, in a small way, it could be argued the work of a brand manager is being done correctly.
The role of brand managers
Part of a role of a brand manager is to alter the way people view a brand, particularly if there’s been a PR crisis. Your image in the media must be good to ensure more sales and a large market share.
Daily work of a brand manager will involve researching potential consumer markets, monitoring industry trends, and analysing profitability potential.
A brand manager will be expected to work alongside marketing professionals, PR departments, copywriters, and designers.
An experienced brand manager with targeted qualifications such as LCCA’s MA in Fashion Retail and Luxury Management can help steer a brand to success.