Brand management as a specific function of modern management. Methods and principles of brand management. Profession brand manager Functions of a brand manager in the company

Concept, goals and objectives of brand management

Definition 1

A set of marketing techniques and techniques that are used in relation to a brand, product or service to increase its perception among target audience is called brand management.

Brand management or brand management is a brand or trademark management process that includes:

creation of a trade mark;
development of packaging design;
advertising and sales promotion activities.

The essence of brand management is finding effective way achieve the desired positioning of the brand and products in the minds of consumers.

Remark 1

The goal of brand management is to build long-term, mutually beneficial relationships with consumers.

The main tasks of brand management: brand development and construction, brand maintenance and preservation.

The object of brand management is a single product / brand or a group of products.

Marketing is one of the most important parts of the process integrated management brands. The basic marketing elements of brand management are:

forming a brand idea;
design of elements of the brand marketing complex;
market and brand research;
brand tracking or long-term marketing research(measuring the dynamics of key brand indicators;
control over the manufacture of goods united by one brand;
sales management;
organizing and conducting advertising campaigns;
control of brand profitability;
marketing management.

Brand management is fully focused on market performance, trust and enhancing the perception of a brand or group of brands. Good brand management can turn any product into a brand. The main thing is a developed effective business strategy and marketing strategy. Brand management is already performing the operational function of promoting a brand on the market.

Brand management in marketing

Brand management in marketing is defined by the concept of branding. This is a marketing activity aimed at forming long-term cooperation between the brand and the consumer.

Remark 2

Branding in marketing is a complex technology that aims to position a brand favorably against competitors. Brand management is effective if the consumer properties of a product meet market requirements, thereby making it easier for the consumer to find a product.

In the process of brand management, he creates a branding project, which consists of the following stages:

research of the target audience, competitors (advantages and disadvantages), consumption situation;
search for insights;
positioning;
brand platform development;
brand communications;
brand design;
brand identity;
name creation (naming).

Brand management starts with brand positioning. This is the formation in the mind of the consumer of a clear brand position among peers. The optimal choice position will bring success to the brand. Position is understood as a set of associations that appear in the consumer when mentioning brand attributes. Effective positioning is possible thanks to marketing communications.

Positioning is closely related to price justification for a brand. A low price is not a guarantee of high demand, and a high price can alienate potential customers. Usually, high prices have premium goods, in this case, you can observe an increase in demand.

The idea of creating a brand may come up when researching other brands in the same segment. Study of competing trade marks necessary for successful positioning, elimination of duplication and copying, possible errors.

When brands already have their own niche and price segment, their own positioning, this means that the brand is adequately perceived by consumers. In this case, the brand architecture should be formed. In fact, this is a portfolio of the company's brands. It is a matrix of cells. Specific brands are anchored in these cells. The role of each brand within the portfolio is determined by the BCG matrix (cash cows, stars, strategic brand and brand leverage).

Brand management strategies

Definition 2

A brand strategy is a defined roadmap that defines options for brand positioning, taking into account the future demands and desires of consumers and the strategies of competitors.

The branding strategy is a component of the company's marketing strategy, which in turn occupies a central position in the corporate strategy of the organization.

There are six models of brand-product relationship management or six branding strategies:

product brand;
product line brand;
assortment brand;
umbrella brand; original brand strategy;
supporting brand.

A product brand strategy is to give a specific name to one product and organize its positioning. Any New Product gets the brand name, which becomes its property. A company may have a portfolio of brands. In order to expand the brand, you can update the product itself. To emphasize the important improvement of their products, enterprises assign a serial number to the brand name.

A product line brand strategy involves applying a successful concept by expanding it while maintaining a close relationship with the original product. In other cases, the product line is brought to the market as a whole with many additional products, which are connected with the central concept.

In the third strategy, assortment brands use one name and, through one advertising message, promote an assortment of products belonging to the same field of activity. These brands combine all their products based on the principle of uniqueness.

An umbrella brand strategy is when several products in different markets operate under the patronage of the same brand. But at the same time, each product has its own advertising, communication channels and its own common name.

The strategy of the original brand is similar to the previous one, but it differs in that the products have their own brand name. The common name is not used.

The final sixth strategy conveys its endorsement to a wide variety of products that are grouped under product brands, product line brands, or assortment brands. The supporting brand acts as the primary sponsor.

Brand management- brand management by owners and clients (including potential ones). Management refers to the process focused observation and impact on the object: target change / target refusal to change the object. The goal is to maximize brand assets, maximize brand potential.

Brand management combines several key areas:

Also, brand management is planning and overall coordination marketing activities an organization belonging to a specific brand or brand portfolio.

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The appearance of brands owes much to the hallmarks of medieval masters as evidence of the highest qualifications of authors, the birthplace of their prototypes is ancient Eastern hieroglyphics.

On the initial stage development economic theory, until the IV century A.D. e., in the ancient world (Egypt, Babylonia, India, China, etc.) the fact of the development of control systems is reflected in the most ancient sign systems and can be traced in the form of a constant complication of thematic hieroglyphs in the process of writing evolution: from simple (graphemes) to compound (complex). The hieroglyphic sign with the abstract meaning "control" appeared several millennia ago. Gradually, other graphemes were added to the determinative key “control”, creating new hieroglyphs according to certain laws. These laws for improving signs and the created universal classifications of hieroglyphs turned out to be possible to apply to both pictograms and brands.

History

Brand life cycle

Brand management is, first of all, marketing support of a product, technology, corporation, territory, etc. at all stages of their life cycles. Management is carried out throughout life cycle brand (Brand Life Cycle), its stages: the stage of withdrawal (implementation), the stage of growth in popularity and sales, the stage of maturity (saturation), the stage of decline, the stage of leaving the market. At each stage, a specific brand management concept is selected.

Aspects

Brand management is carried out at different levels: from corporate brands, family brands to individual brands. A brand that can become an ideal in the minds of consumers is created using various methodological systems, strategies, concepts and brand management tools.

Brand strategy (Brand Startegy)

Brand strategy or brand strategy (formerly brand strategy) is a methodological tool for brand management. This is a long-term plan for creating and managing a brand, technology for systematic brand development to achieve the set goals. The brand strategy is built in accordance with the brand essence (English brand soul or English brand core) and the principles of competition.

Brand Culture

Positioning (Brand Positioning)

Brand positioning can be considered the marketing actions of the company to consolidate the brand in the mind of the consumer as different from the brands of similar goods. Includes such concepts as personality, brand identity, brand repositioning, brand archetype, etc.

A brand that carries an archetype, that is, a psychological and cultural mechanism embedded in it and time-tested, becomes a symbol, the essential meaning of its product category and leads the market.

Brand Architecture

Brand architecture is understood as the hierarchy of the company's brands, a reflection of its marketing strategy, as well as the consistency and verbal-visual ordering of all brand elements.

The main types of architecture are distinguished: monolithic (English monolithic brand or English branded house), umbrella or subsidiary brands (English umbrella brand), supporting (English endorsed brand), pluralistic, etc. Also includes the concept of brand attributes - physical , sensory ( appearance, design, color, smell, packaging, etc.) and the functional characteristics of the brand.

As a rule, brand attributes include supergraphic graphics, which, in turn, are an auxiliary element of its brand signature. Basic signature elements: brand mark, brand logotype, brand line.

Consumer behavior when choosing a brand (Brand Choice Behavior) on international level(Global Consumer Culture Positioning, GCCP) is based on commitment to a particular brand culture.

New economic space of the XXI century. with a plastic, open network structure, it is characterized by hypercompetition and a high degree of dynamism. In this situation, brand management is designed to provide a significant share of global income. Questions effective promotion with the help of brands in the presence of steady growth in demand, they require an early solution and further theoretical study.

Notes (edit)

Literature

Aaker D., Jochimstayler E. Brand Leadership: A New Concept of Branding / Per. from English - M .: Grebennikov Publishing House, 2003.
English-Russian dictionary... Marketing and trade. - M .: School of Economics, OLMA-PRESS Education, 2005. - 83 p.
Glavinskaya L.T. Modern systems management. Theory and practice. - Kaliningrad: FGOU VPO "KSTU", 2008. - 305 p.
Calvin R. Lovemarks: Brands of the Future. - M., 2005.
Keller K.L. Strategic Brand Management: Creation, Valuation and Management of Brand Capital: 2nd ed. - M .: Williams, 2005 .-- 704 p. - ISBN 5-8459-0682-2 (Russian) - ISBN 0-13-041150-7 (English)
Kuyarova L.A. Brand Management. Tutorial. Series: Bachelor's degree. Tutorials... - M .: Publisher: Moskovsky State University named after M.V. Lomonosov (Moscow State University), 2013 .-- 256 p. - ISBN 978-5-211-06474-4.
Leini T.A., Semyonova E.A., Shilina S.A. Brand management. M .: "Publishing and trade corporation Dashkov and K °" 2008.
Pertsiya V.M., Mamleeva L.A. Brand Anatomy. - M .: Vershina, 2007 .-- 288 p.
Rozhdestvensky Yu.V. Introduction to cultural studies. - M .: Dobrosvet, 2000 .-- 288 p.
Rudaya E. A. Fundamentals of brand management. - M .: Aspect Press, 2006.
Wheeler A. Brand personality. Guide to the creation, promotion and support of strong brands / Per. from English - M .: Alpina Business Books, 2004 .-- 235 p.
Jung K.G. God and the unconscious. - M., 1998.
Yakovets Yu. V. History of civilizations. - M., 1997.


Brand strategy (

09.03.2014

What kind of specialists are employed in marketing departments? After the registration of the company has been completed, a huge staff of personnel is required for its functionality, among them a brand manager. Although this question seems a bit strange, it often turns out that employees in this department have rather abstract positions of "marketing managers". This is especially true for small firms where marketing includes everything related to promotion own products or its advertising. But large firms are forced to clearly distribute responsibilities between employees, and this is how such positions as brand chef or brand manager arise. What are they doing?

Brand manager functions

Its main task is to manage the main asset of the company, its brand or several firm brands. He must create a line of brand (brands) from scratch in a given local market or develop and promote an existing line in order to get the maximum possible margin income.

It should be noted that the position of a brand chef does not exist in all, even large, companies. If a firm produces products of only one brand, then brand marketing is the task of the entire marketing department. But some companies are trying to save money during the crisis, and marketing departments are not created in every company, and when the economic conditions in the company deteriorate, marketers are often the first to be included in the list of those who are trying to reduce.

Even experts are often mistaken about what a brand manager does, believing that a brand chef is only entrusted with promoting and advertising. But advertising companies, the creation of attractive and recognizable packaging, the creation of an apt slogan - this is only the most noticeable and known to the masses of the work.

But it would be wrong to shorten the list of responsibilities of the brand manager so. There are other tasks in his field of activity, and the main one on their list is not promoting a certain brand, but making money with their help. In this case, the brand becomes a separate product and a tool for generating profit for the company, and the brand manager must ensure that his brainchild gives the maximum benefit and is a way to obtain the maximum marginal income. The brand manager becomes, as it were, the chief of the company within the company and manages not the manufacture of products, but the trade of one or several brands.

This applies mainly to manufacturing companies. In trading firms, brand managers have to deal with the development of an assortment matrix of other people's brands.

Brand manager: do responsibilities in Russian and foreign companies often differ?

Yes, there are such differences. Working with the brand in full is often carried out only in companies of Russian entrepreneurs. Foreign companies often limit the work of a brand manager to communication with potential clients, and ideas for the development and promotion of the brand, as well as the assortment matrix, are given to him already developed by other specialists "above". Therefore, perhaps, such a position could be called a communicative brand manager.

Who claims to be a brand manager?

Since the idea of work this specialist are very vague, then if a brand manager is announced from a vacancy, then a variety of specialists apply for his place: these are managers who were previously engaged in procurement or logistics, and advertisers and PR specialists, and marketing analysts. Among the applicants, there are also those who have already worked as a brand manager, only he was not engaged in brand management at all. Sometimes such applicants are poorly oriented in assortment management, have little knowledge of the economy and have practical skills in the areas of advertising placement, making promotional gifts and organizing promotional activities... Only one in five was practically engaged in brand management.

Brand manager: responsibilities

If you list the responsibilities of a brand manager, you get the following list:

analysis and monitoring of the current market situation, including the analysis of competitors' activities and tracking prices for similar products;
participation in the development of products by the company, in particular, packaging design, study functionality products;
in a trading company: studying technological features brands sold and data-driven sales management;
increasing the profitability of the goods and accelerating the turnover, this will help the analysis of the price policy of competitors, price positioning, analysis and forecast of price dynamics based on an assessment of the economic situation;
checking product stocks and stimulating demand for individual articles and (or) groups of goods with the help of promotions;
studying and systematizing the tastes and preferences of potential customers: who, how much, where they buy products and why they choose this brand, how competitors work;
creation and implementation into practice of programs for brand promotion (advertising, PR, BTL).

To some, such a list will seem too short or incomplete, and he will certainly be right. Indeed, in different market conditions when working with different numbers brands The responsibilities of a brand manager can be broader. When the number of brands reaches 10-12 positions, there can be tens of thousands of items in the assortment. Therefore, the responsibilities will take into account the specifics of the company's existence in the market: in one place it is important to improve the packaging, and in another it is vital to optimize the assortment to get the maximum benefit from sales.

However, in all cases, the brand manager should strive for the same goal - to get the maximum marginal income from the brand. Here, the best evidence of the quality of the work done is not the number of contacts with potential customers or brand awareness by as many people as possible. The real indicator is the profit made as a result of the steps taken. After all, contact with a potential buyer does not always mean a subsequent purchase, and brand awareness is not a confirmation of its popularity with buyers. therefore successful work a manager's brand is a contribution to good earnings for the company.

Video: What a brand manager does: responsibilities and functions

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1. The role of the brand manager in the organization of brand management. Requirements for a brand manager. The functional apparatus of the brand manager.

The mnzh brand directly manages the brand. Plays a key role in the process of coordinating the activities of all departments of the company and all its employees involved in different operations.

His competence includes planning, organizing and monitoring marketing activities, as well as overseeing all processes at different levels of company management that affect the strategy of the brand under his control.

He defines all areas of work, carries out management and consulting activities, is responsible for brand development in all markets, coordinates internal processes and decisions regarding the brand.

Works in collaboration with many functional services... His participation in the planning and sales management process brings the brand-management closer to the real situation and allows improving individual elements of the brand's strategy.

The qualification of a brand name is determined by its ability to optimize marketing programs in the main areas - commodity, price, sales, communication policy.

Requirements:

A professional brand should not only have information about all the processes taking place in the company, including the specifics of production and technology, but also be able to correctly assess the situation on the market, tactically outstrip competitors. Also important are initiative, communication skills, stress resistance.
^ 2. The concept of "branding". The concept of its development (rational, emotional, social, modern)

Branding is an activity to create a long-term preference for a product, based on a joint enhanced impact on the consumer of a trademark, packaging, advertising messages, materials and promotional events, as well as other elements advertising activities, united by certain ideas and a characteristic unified design, distinguishing the product from competitors and creating its image.

^ Rational school of branding

50s It is associated with the increase in consumer activity of the population caused by the post-war revival. Advertising communications were simple and uncomplicated, rational arguments and demonstrative methods of product presentation prevailed.

Represented by several currents:

David Ogilvy linked the effectiveness of advertising communications with the characteristics of consumer perception. I believed that the words "new", "economical", "affordable" most appeal to the consumer and should be consistently used in advertising based on demonstration methods.
Rosser Reeves developed the Unique Selling Proposition theory. I believed that behind each advertisement there should be clearly defined properties of the product that distinguish it from others. But soon a lot of duplicate products appeared on the market, they were no longer perceived as original and unique.

^ Emotional branding school

End of the 50s

Vince Packard, in his book Hidden Exhortations, spoke about emotional, image and psychological characteristics consumer perception. He showed that the ultimate benefits of consumers cannot be limited to physical satisfaction from a purchase, but should be supported by pleasure and emotional enjoyment. Rational arguments have been replaced by emotional benefits.

The methodological rationale for advertising communications in the 60s was the theory of an emotional selling proposition, developed by Bartle Bogla Hagarty. Advertising began to use evidence famous people that form a special stylistic perception of the properties and qualities of the goods. The original musical design and advertising characters enhanced the emotional intensity of the advertised products.

Professional psychologists were involved in the work, qualitative research was actively developed, focus groups were introduced.

In the 70s, a positioning approach was formed (Trout, Rice). In accordance with the psychology of consumer behavior, a person perceives information in accordance with previous experience. The brain filters out additional, unnecessary knowledge. Therefore, a brand that once formed a position in the minds of consumers is almost impossible to replace with another similar brand.
^ Social branding

In the beginning. 90s, a new public consciousness began to form, based on the negative consequences of the industrial development of society, pollution environment, epidemics, etc.

This served as the basis for the development of a new direction in branding - social or spiritual.

A new socio-ethical concept of marketing was approved, within the framework of which firms emphasized the need to understand the socio-economic and Grazdan position, responsibility for eliminating the negative consequences of production development, and measures to protect the environment.

The dominance of advertising in communications has ceased to ensure the market success of the company. Therefore, in the late 80s, a new concept of brand communications began to form (Schultz and Barnes). They showed that the effective development of a brand in the market is ensured by the integration of all marketing components of the product, through which consumers contact the brand - product, price, packaging, sales features, placement in trading floor, attention of employees, etc.
^ Modern concept branding

Based on the brand vision of the business and capital development. Proponents of a modern approach to the development of brand-oriented business models see branding as a strategic tool for generating company profits, which stimulates the development of media technologies and new business models with different approaches to brand creation.

Reflected in the works of Aaker, Murphy, Temporal, Gad, Ellwood, and others.
Ticket 15.
^ 1. Models of brand management: Western and Asian. Advantages and disadvantages

In world practice, two alternative approaches to managing a corporate brand portfolio are used: Western (Euro-American) and Asian (Japanese).

^ Asian model involves focusing marketing activities on the corporate brand. All products and services produced by the company have one name, one personality, one set of values. In the middle of the last century, consumers began to pay special attention to quality that large manufacturers could guarantee. Therefore, most Japanese associate quality only with large companies.

Subsequently, companies began to add new products to a single corporate portfolio, thereby forming a system of sub-brands.

For Japanese consumers, the corporate name has a much greater associative load than the names of individual products sold by the firm. Therefore, the advertising of Japanese firms is much more likely to use a corporate brand that provides consumer confidence in all markets. For example, the ad “Toyota. Manage dream!" promotes a corporate brand without focusing on individual models.

Currently, the Asian model is becoming more and more popular due to a number of advantages: a strong corporate brand is able to unite employees, shareholders, business partners of the company, it contributes to the establishment of strong long-term relationships with suppliers and guarantees the flow of investment in long term... Strong corporate brands gain public support and trust during crises. From an economic point of view, the process of creating and introducing new products under one name is less expensive and faster than promoting several brands.

This model is attractive and effective, but failure to adhere to basic branding principles leads the company to collapse (for example, Dovgan).

The development of diversified manufacturing makes it difficult to extend corporate identity to all sub-brands. It is difficult to promote a single corporate brand across multiple product categories. The Asian model is suitable for single-industry, non-diversified companies. Achieving brand identity and building a lasting reputation is easier within one product category. Another vulnerable feature is the principle of top-down management hierarchy, which does not always reflect the corporate vision of the brand manager.

^ Western model is based on the concept of product differentiation. According to this model, the corporate brand is given a secondary role, and independent brands belonging to the firm come to the fore. Corporate brands in the West are mainly tools for the formation of the corporate image and reputation of the company in the market.

The difficulties of brand management according to the Western model are associated primarily with the overly branched structure of the brand portfolio, which often creates internal competition (sub-delusions of one portfolio). Also, the disadvantage is the large amount of costs for promoting each of the brands. Additional difficulties are created by intermediaries and sales organizations that try to strengthen their own brands.

Thus, brand management according to the Western model is effective for manufacturers with fewer brands in the portfolio and using their own marketing forces.
^ 2. Criteria and types of brands

In world branding practice, brands are classified by type based on certain criteria. Let's consider.

criterion	Brand type
By subject matter	- commercial (J7) Service (FordCredit) Social (personal) Madonna The brand of the organization GUU Event (Formula 1) Geographic (Cannes)
By territorial coverage	- global (Coca-Cola) National ("Baltika") Local "Crossroads"
By scope	- consumer (Pepsi) Industrial (Tetrapak) High-tech (Intel)
By affiliation	- manufacturer (Sony) Distributor (FordAuto) Private MaxMara
By hierarchy in the portfolio structure	- corporate P&G Umbrella Ford Product sub-brand Ford Focus Individual Lexus, Neo

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^ 2. Correlation of the concepts "brand", "trade mark", "trade mark". Criteria for assigning a trademark to a brand.

The concept of "brand" is very close in meaning to the terms "trademark" and "trademark". However, the similarity is only outwardly, there are fundamental differences between them.

Trademark - is a legal term, the scope of which is limited by legal regulations and regulated by legislative framework... A trademark is a designation that serves to identify a product by consumers, which is subject to legal protection based on state. Registration.

^ Brand- a marketing concept that is used to refer to the external design of a product in order to identify it and distinguish it from competitors. A trade mark is a complex of corporate attributes of a product - a symbol, color, font, corporate signature, as well as a slogan, characters and other attributes identifying the product that form its single integral image. Individual elements of a trademark are subject to legal protection, as a rule, a trademark is registered as a trademark. At the same time, the trademark contains characteristics and signs that are not protected in the regime of intellectual property objects.

Often the term "trademark" is used in relation to trademarks foreign companies operating in the Russian Federation in connection with direct translation (trade mark, in essence, is a trademark, but translated as a trademark).

Brand name- a broader concept and represents a kind of mental structure, formed in the mind of the consumer as a result of mythologizing the consumer properties of the product. Brands are shaped by opinions, feelings, emotions, imagination, so a brand is how consumers perceive it and what they think and feel about it.

In Russian branding practice, the question of the relationship between the concepts of "brand" and "trade mark" often arises. There are different points of view on this score. For example, according to one of them (. Domnin), there are a number of criteria according to which trademarks can be classified as brands:

- brand identification by any sign - unmistakable brand recognition by consumers among other brands of the same category (color, smell, sales characteristics, etc._

- connotative brand content - opinions, feelings, associations about the brand go beyond the purpose, quality or functionality ("tea for a sincere conversation")

- presence of a group of loyal consumers (from 20% or more).

A brand manager is a specialist who promotes a certain group of goods on the market, united by a brand (trade mark). As a rule, competent brand positioning in the market can significantly increase and stabilize profits from the sale of goods, so the position of a brand manager is very promising in terms of career and income.

Places of work

The brand manager is considered one of the key figures in the success of the business, therefore large and medium-sized manufacturing companies and retailers are constantly in need of qualified specialists of this kind.

History of the profession

The brand manager profession emerged relatively recently - around the middle of the twentieth century. After the American Great Depression, production went up, competition between manufacturing companies increased dramatically. This means that new efforts were required to promote their own brands and create a recognizable, unique image for them.

Responsibilities of a brand manager

The list of what a brand manager does is quite serious. Here are its main points:

Conducting regular surveys of the company's image.
Analysis of competitors, trends, new products, the market as a whole.
Management of the assortment of goods and / or services, participation in pricing.
Development of brand development strategies.
Organization and implementation of various marketing activities (advertising campaigns, presentations).
Working with manufacturers and suppliers.
Launching new products and brands to the market.
Work with managers (training, trainings, consultations, presentations).

In addition, there are additional job duties brand manager, which will depend on the specifics of the company and the requirements of the employer. Here is an approximate list of them:

Website development and filling.
Writing and publishing press releases, news and articles.
Participation in partnership programs and industry exhibitions.

In addition, often the functions of a brand manager include keeping records and collaborating with constructors and designers.

Requirements for a brand manager

Employers require from a brand manager:

Higher education in marketing and advertising, possibly economics.
Confident PC user with good knowledge of office programs.
Experience in organizing marketing events.
Experience in brand management.
Work experience in a similar or related position (as a rule, a brand manager's career begins with the position of a marketer or administrator).
Ability to work with information, organize it and analyze it.

Often employers also put forward additional requirements:

Knowledge of English language at the Intermediate level or higher.
Willingness to travel.
The presence of a driving license of category B (sometimes also - the presence of a personal car).

Brand Manager Resume Sample

How to become a brand manager

The duties of a brand manager can be successfully fulfilled by people who have received higher education in the field of marketing, advertising and PR, or graduates of universities with an economic focus.

Brand manager salary

The salary of a brand manager largely depends on the employing company and the qualifications of the specialist himself. As a rule, salaries here range from 40,000 to 150,000 rubles. average salary brand manager is about 50,000 rubles.