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| Enterprise brand management is the whole process of establishing, maintaining and consolidating brand. By effectively supervising and controlling the relationship between brand and consumers through brand management, the competitive advantage of the brand will be formed, and the enterprise behavior will be more loyal to the core value and spirit of the brand, so that the brand will maintain its sustainable competitiveness. The organizational system of brand management refers to the institutional arrangements made by enterprises in planning, organizing, coordinating and controlling various activities related to the development of a brand. As far as its essence is concerned, it reflects the relationship between rights and responsibilities of various departments and levels within enterprises in brand management activities. As far as its development is concerned, there have been three main forms of brand management organization (system), namely owner or company manager responsibility system, function management system and brand manager system. 3. Basic steps of brand management The basic steps of brand management include: Step 1: Understand the industrial environment, confirm their strengths and weaknesses, and determine the core competitiveness of the link; Step 2: Form long-term development goals and operable values (corporate culture); Step 3: Establish a complete enterprise identification system and form a maintenance management system. Step 4: Establish the relationship between brand and consumers, and carry out brand positioning; Step 5: Establish brand strategy and brand identification; Step 6: Define the ownership of brand responsibility, establish brand structure, organize operation and management; Step 7: Integrate marketing communication plan and implement it to ensure that every contact point between brand and consumer can convey effective information; Step 8: Contact consumers directly, keep records, establish brand files, and carry out brand tracking and diagnosis; Step 9: Establish an evaluation system, track brand equity and conduct brand evaluation; Step 10: Maintain consistency in brand investment, not easy to change. 1. Responsibility System of Owners or Company Managers The owner or company manager responsibility system refers to the brand decision-making activities and even many organizational activities, which are all undertaken by the owner or the company's senior leaders. Only those low-level specific activities can authorize subordinates to implement a highly centralized brand management system. The greatest advantages of owner or manager responsibility system are: quick decision-making, strong coordination ability, and entrepreneurship. Generally, it is suitable for enterprises with few products and brands and small scale. For large and medium-sized enterprises with multiple brands, the adoption of this management system is not conducive to the development of brands in the long run. 2. Functional Management System Functional management system refers to the brand management system under the unified leadership and coordination of the company, in which the functions of brand management are mainly shared by the various functional departments of the company, and each functional department exercises its rights and assumes its obligations within its own scope of responsibility. The main advantages of the functional management system are that professional managers are responsible for brand management and improve the management level. The prominent contradiction lies in: how to effectively communicate and coordinate between functional departments; when a company owns multiple brands, especially when it owns multiple similar brands or products, who should bear the main responsibility for the development of each brand. 3. Brand Manager System The brand manager system was initiated by P&G. The basic principle is to let the brand manager manage the brand like a management company. Brand managers should not only care about the development, production and sales of new products, but also about the development of products and product lines, in order to maximize economic benefits by using brand awareness. The main responsibilities of brand managers are: to formulate product development plans and organize their implementation; to determine product management and competitive strategies; to prepare annual marketing plans and make marketing forecasts; to study promotional plans with advertising agents and distributors; to motivate salesmen and distributors to support the brand products; and to continuously collect and carry out the following tasks: Information about the brand's products, improve the products to adapt to changing market demand. Other functional departments work around the system. For companies with multiple brands, the brand manager system is a more effective way to ensure the coordinated development of various brands, as well as the consistency and continuity of brand management. However, the brand manager system needs further development and improvement. The main problems are: the symmetry of the responsibilities of the brand manager, the integration of the brand manager system and the current management model of the company. |
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