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B2B Brand Management Process - Revision history
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Cesar Chew at 17:51, 15 September 2014
2014-09-15T17:51:53Z
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<p><b>New page</b></p><div>[[Category:Brand Management|03]]<br />
[[Category:Private]]<br />
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<slideshow style="nobleprog" headingmark="。" incmark="…" scaled="true" font="Trebuchet MS" ><br />
;title: B2B Brand Management Process<br />
;author: Bernard Szlachta (NobleProg Ltd)<br />
</slideshow><br />
== Brand Management Process 。==<br />
# Planning (part of strategic plan)<br />
# Analysis (external, internal)<br />
# Strategy (architecture, target audience)<br />
# Implementation (marketing plan, execution)<br />
# Audit (controlling and monitoring)<br />
<br />
<br />
== Brand Planning 。==<br />
Decision:<br />
* continuity<br />
* involvement<br />
;Branding Principles<br />
* Consistency<br />
* Clarity<br />
* Visibility<br />
* Authenticity<br />
=== Consistency 。===<br />
* Different channels (website, ads, employees)<br />
* Different products (quality, position, etc...)<br />
* Different lifestyles?<br />
* Different geographical location<br />
* Different location<br />
<br />
== Brand Analysis 。==<br />
* Brand Relevance<br />
* Brand Mission<br />
* Expected ROI<br />
* Difference between you and competition<br />
* What is important to customers<br />
* What is long term plan and image of the company<br />
<br />
=== Brand Power Metrics 。===<br />
* Coverage (target audience, geographical locaiton, etc...)<br />
* Loyalty (Retention rate)<br />
* Stretch (how many different categories of product can the brand sell)<br />
* Dominance (market share, innovation behaviour)<br />
<br />
== Brand Strategy 。==<br />
* Choose brand architecture<br />
** House of Brands (P&G, Mars)<br />
** Hybrid (Lenovo)<br />
** Branded House (GE, Dell)<br />
* Positioning of the Brand (target market and audience)<br />
** consumer, buyer, decision makers, employees<br />
** segment of the market<br />
<br />
=== Brand Strategy - ways of building a brand 。===<br />
# New Brand Creation<br />
# Partnerships, joint ventures<br />
# Brand acquisition<br />
<br />
== Brand Portfolio Management 。==<br />
# Brand Monitoring<br />
# Brand disposal<br />
#* sale<br />
#* removal<br />
# Re-branding<br />
# Brand merging<br />
# Brand Rejuvenation<br />
<br />
== Brand Audit - Metrics 。==<br />
# Key Word Searches<br />
# Natural Language Processing (NLP)<br />
## blogs<br />
## twitter<br />
# Mood Mining<br />
## Positive comments<br />
## Negative comments<br />
# ROI</div>
Cesar Chew