Six Guarantees In Brand Operation Management

The six guarantees of brand management "operation" are summarized as follows:

The first is brand operation management, the protection of high-level authority and resource allocation.

1: there must be the highest level of the enterprise.

To ensure the operation and supervision of brand management.

2: establish the appropriate brand management organization to allocate sufficient resources for brand management and give sufficient authority.

3: ensure that the brand strategy is implemented on the ground, and has a clear responsibility for brand protection, operation and management.

4: command the core departments of enterprises to have a clear and unified understanding of brand building and management.

5: the whole life cycle management of the brand.

6: consistently involving

Management of all decisions.

7: provide solutions for any major decisions that may affect the brand.

8: there are different priorities for brand investment in personnel, environment and technology.

9: the brand management committee is composed of brand defenders of various departments, reporting directly to the highest level of the enterprise.

Second: brand operation management, organization guarantee.

1: the brand management organization is responsible for brand strategy implementation, brand building management and coordination of the overall brand operation.

2: the brand management organization should have a clear and unified understanding of brand operation and management.

3: set up full-time brand managers for each independent brand, responsible for brand implementation, tracking and adjustment.

4: establish a matrix organization structure with brand division and regional division.

5: to coordinate with all functional departments, we can not isolate the market and brand management departments.

6: equipped with qualified full-time brand management professionals.

7: clearly set up a set of brand management key processes and implementation standards.

8: manage the brand as a whole.

Maintain brand image and brand experience.

Third: brand operation management, guarantee of team capability.

The ability of the brand management team needed:

1: have systematic knowledge and experience in brand marketing, including external expert consultants and internal veterans.

2: we need to have a deep understanding and keen insight into the needs and personality of target customers.

3: their values, personality and so on can not conflict with the core value of the brand.

4: have the ability to create a team atmosphere that is consistent with the core value of the brand.

Fourth: brand operation management, guarantee of decision-making quality.

1: senior management has a unified monitoring of the overall structure and integrity of the brand.

2: any major decision making without brand, such as investment, budgeting and expansion, should take into account its impact on the brand.

3: any decision should be scientific, based on market analysis, customer needs discussion, data research and management opinions.

4: establish brand decision system, compile "brand management manual", standardize relevant rules and regulations and work process.

5: establish a complete, detailed and unified examination and approval process, including brand positioning and brand driven change.

6: the designated responsibility mechanism, a unified written application and approval format.

Fifth: brand operation management, measure the guarantee of evaluation system.

1: continuous tracking and monitoring of each independent brand and all its sub brands.

2: the measurement of brand performance needs to be measured in many ways.

3: the measurement criteria from the market point of view, such as the market share of the brand.

4: consumer standards such as brand awareness, brand preference, brand value, brand emotional connection, brand relative difference.

5: from the perspective of enterprises, such as brand profitability.

6: according to the different stages of the brand development cycle, specify targeted evaluation criteria, such as:

Short term goal to enhance brand awareness and acceptance.

Medium term goal to increase market share and customer satisfaction.

Long term goal to increase profit margin and brand loyalty.

Sixth: brand operation management, guarantee of communication mechanism.

Inter departmental and hierarchical internal communication:

1: good communication between brand managers and front-line employees among departments, between headquarters and branches.

2: all employees clearly stated brand positioning and other related brand information.

3: develop and distribute internal brand brochures.

4: different levels of brand knowledge training.

5: regular meetings discuss brand status, resources and capabilities, market trends and so on.

6: other departments should understand the brand information and provide feedback and advice to assist brand management.

7: enterprises integrate information sharing platform to share customer insights, market feedback, excellent practices and other brand related information.

Effective communication with relevant external agencies:

1: new brand launch, brand extension and brand repositioning should be fully communicated with the outside world.

2: the relevant enterprises, media and other institutions in the entire value chain carry out standardized brand communication.

3: disseminate the brand combination and the brand connotation information with each contact point of the customer.

4: communication between outside agencies, such as advertising agency, public relations companies, distribution partners, etc.