This essay explores fundamental changes and how they have made brand management more dynamic and consumer-centric, requiring adaptation and leveraging technology to meet evolving consumer expectations.
Brand management has experienced significant transformations over the last 40 years, specifically in the early 1980s. It was a different process than today due to the limited technological advancements and the absence of the internet. Technological advancements, consumer behaviour shifts, and marketing landscape change drive it.
Brand management is the process of strategizing, developing, and overseeing the various elements that contribute to creating, maintaining, and enhancing a brand's identity, perception, and value in the market. It involves actively managing and shaping how a brand is perceived by consumers, stakeholders, and the public.
The primary goal of brand management is to establish a solid and favourable brand image, build brand equity, and foster customer loyalty. It encompasses various activities and re-sponsibilities. Companies develop a clear brand strategy that defines the brand's purpose, values, positioning, target audience, and unique selling proposition. This strategy serves as a foundation for all brand-related decisions and activities. It creates and manages the brand's visual and verbal elements, including the logo, tagline, colour palette, typography, and brand voice. Consistency in these elements helps establish brand recognition and differentiation.
Table of content
1 Introduction
2 Brand and brand management
3 Change of brand management
4 Summary
References
1 Introduction
Brand management has experienced significant transformations over the last 40 years, specifically in the early 1980s. It was a different process than today due to the limited technological advancements and the absence of the internet. Technological advancements, consumer behaviour shifts, and marketing landscape change drive it.1
This essay explores fundamental changes and how they have made brand management more dynamic and consumer-centric, requiring adaptation and leveraging technology to meet evolving consumer expectations.
2 Brand management
Brand management is the process of strategizing, developing, and overseeing the various elements that contribute to creating, maintaining, and enhancing a brand's identity, perception, and value in the market. It involves actively managing and shaping how a brand is perceived by consumers, stakeholders, and the public.2
The primary goal of brand management is to establish a solid and favourable brand image, build brand equity, and foster customer loyalty. It encompasses various activities and responsibilities. Companies develop a clear brand strategy that defines the brand's purpose, values, positioning, target audience, and unique selling proposition. This strategy serves as a foundation for all brand-related decisions and activities. It creates and manages the brand's visual and verbal elements, including the logo, tagline, colour palette, typography, and brand voice. Consistency in these elements helps establish brand recognition and differentiation.3
Brand management also contains an effective communication strategy to convey the brand's message, values, and offerings to the target audience. It includes advertising campaigns, public relations efforts, social media presence, and other marketing initiatives. It delivers a consistent and positive experience to consumers, product quality, customer service, packaging, website design, and retail environments.4
The brand management team in a company tracks and analyses brand performance, market trends, consumer feedback, and competitor activities to make informed decisions and adjustments. Regular brand audits and market research help identify strengths, weaknesses, opportunities, and threats. Research is crucial for new products, services, or markets while maintaining brand consistency.5
3 Change of brand management
Brand management has experienced significant changes over the past 40 years due to technological advancements, shifts in consumer behaviour, and the evolving marketing landscape. Especially as there have been no social media, less digitalisation, and no fast communication as there is today.6
The rise of the internet and digital technologies has revolutionised brand management. It has provided new channels for brand communication, such as websites, social media platforms, and email marketing. Brands can now directly engage with consumers, gather data, and personalise their messaging, leading to more targeted and interactive brand experiences. With the increased globalisation of markets, brands have expanded their reach into new geographical locations. This change has required brand managers to consider cultural nuances, adapt their messaging, and tailor their strategies to resonate with diverse audiences.7 Before this, in 1980-2000, traditional advertising channels like television, radio, print media, and outdoor billboards were the primary means of reaching a target audience. Brands relied heavily on these mediums to create awareness and promote their products or services.8
Brand management has shifted from a transactional approach to a more relationship-oriented focus. Building long-term relationships with customers and creating brand advocates has become crucial. Providing excellent customer service was always vital for brand reputation. However, the communication channels were more limited, primarily relying on telephone calls or in-person interactions. Nowadays, brands must train their customer service representatives to ensure customer satisfaction. It includes implementing loyalty programs, personalised communication, and customer engagement strategies to enhance brand loyalty and advocacy. Consumers today emphasise brand value, purpose, and social impact. Brands are expected to stand for something beyond their products or services and demonstrate authenticity in their actions. Managers must communicate the brands’ purpose effectively to connect with socially conscious consumers. Brand management has increasingly emphasised the customer experience. Providing exceptional experiences at every touchpoint has become crucial for building brand loyalty and positive brand perceptions. It includes seamless omnichannel experiences, personalised interactions, and creating memorable moments. The availability of vast amounts of data has enabled brand managers to gain deeper insights into consumer behaviour, preferences, and market trends. Data analytics and market research play a significant role in understanding consumer sentiment, measuring brand performance, and making data-driven decisions. Back then, monitoring and analysing the competition required more manual effort. Brands relied on industry reports, trade publications, and attending conferences and events to keep track of their competitors.9
Furthermore, the rise of social media has given birth to influencer marketing and user-generated content. Brand managers now collaborate with influencers to promote their brands, harnessing their reach and credibility. Additionally, user-generated content, such as reviews and social media posts, has become essential to brand management strategies. In an era of heightened scrutiny and social media amplification, brands must be transparent, authentic, and accountable. Brand managers must ensure that brand messaging aligns with the brand's values and actions, building consumer trust. A brand can reach customers globally. Compared to the time before social media and the possibility of reaching international customers, expanding a brand's reach beyond the local market or national borders was more challenging due to logistical constraints and fewer international marketing opportunities. International brand management requires more resources and strategic planning.10
These changes have made brand management more dynamic, interactive, and consumer centric. Brand managers must stay updated with the latest trends, leverage technology effectively, and adapt their strategies to meet consumers' needs and expectations.11
4 Summary
The critical changes in brand management include digital transformation, which has provided new channels for brand communication and personalised consumer interactions. Globalisation has expanded brand reach, necessitating consideration of cultural nuances. Relationship marketing has shifted focus towards building long-term customer relationships and brand advocacy. Brand purpose has gained importance, with consumers seeking brands that align with their values and demonstrate authenticity. Brand experience has become crucial, requiring exceptional customer experiences across various touchpoints. Data-driven insights enable brand managers to understand consumer behaviour and make informed decisions. Influencer marketing and user-generated content have emerged as effective brand management strategies.
Additionally, the emphasis on brand authenticity and transparency has become vital in gaining consumer trust. These changes have made brand management more dynamic and consumer-centric, demanding adaptation and utilisation of technology. By effectively managing their brand, businesses can differentiate themselves, foster customer loyalty, and create long-term value. Brand managers must stay updated with the latest trends and meet evolving consumer expectations to succeed in today’s competitive market.
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1 See,.K. Dwivedi et al, Media Marketing, 2021, p.2.
2 See, https://www.investopedia.com/terms/b/brand-management.asp, Access 15.05.2023.
3 See, ibid.
4 See, https://www.brandedagency.com/blog/brand-communication-strategy, Access 16.05.2023.
5 See, https://marketing.utdallas.edu/voices/marketing-articles/ms-marketing-articles/what-does-a-brand-manager-do/, Access 16.05.2023.
6 See,.K. Dwivedi et al, Media Marketing, 2021, p.2.
7 See, ibid, p.3.
8 See, Herrera, Pamintuan, Marketing Communication, 2015, p.2.
9 See, ibid, p.3-4.
10 See,.K. Dwivedi et al, Media Marketing, 2021, p.6.
11 See,ibid, p.2.
- Citar trabajo
- Anónimo,, 2023, Brand Management. Changes in the Past 40 Years, Múnich, GRIN Verlag, https://www.grin.com/document/1371874
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