B2B Brand Management Process

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title

B2B Brand Management Process

author

Bernard Szlachta (NobleProg Ltd)

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Brand Management Process 。

1. Planning (part of strategic plan)
2. Analysis (external, internal)
3. Strategy (architecture, target audience)
4. Implementation (marketing plan, execution)
5. Audit (controlling and monitoring)

Brand Planning 。

Decision:

• continuity
• involvement

Branding Principles

• Consistency
• Clarity
• Visibility
• Authenticity

Consistency 。

• Different channels (website, ads, employees)
• Different products (quality, position, etc...)
• Different lifestyles?
• Different geographical location
• Different location

Brand Analysis 。

• Brand Relevance
• Brand Mission
• Expected ROI
• Difference between you and competition
• What is important to customers
• What is long term plan and image of the company

Brand Power Metrics 。

• Coverage (target audience, geographical locaiton, etc...)
• Loyalty (Retention rate)
• Stretch (how many different categories of product can the brand sell)
• Dominance (market share, innovation behaviour)

Brand Strategy 。

• Choose brand architecture
  • House of Brands (P&G, Mars)
  • Hybrid (Lenovo)
  • Branded House (GE, Dell)
• Positioning of the Brand (target market and audience)
  • consumer, buyer, decision makers, employees
  • segment of the market

Brand Strategy - ways of building a brand 。

1. New Brand Creation
2. Partnerships, joint ventures
3. Brand acquisition

Brand Portfolio Management 。

1. Brand Monitoring
2. Brand disposal
   • sale
   • removal
3. Re-branding
4. Brand merging
5. Brand Rejuvenation

Brand Audit - Metrics 。

1. Key Word Searches
2. Natural Language Processing (NLP)
   1. blogs
   2. twitter
3. Mood Mining
   1. Positive comments
   2. Negative comments
4. ROI