Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.

What is Brand Management?

Brand management is the creation and execution of plans to strengthen consumers’ brand perception of a brand.

Watching this video is worth 1 Management Courses CPD Point*.
🔎 See below for details

Marketing for Managers
This video is part of course module number 8.3.1
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 1: Brands and Branding

Other videos in this section include:
🎬 What are Brands and Branding? https://youtu.be/SCKf1gy0Gio
🎬 What is a Brand Strategy? https://youtu.be/lgMrDRosb8A
🎬 What is a Brand Marketing Plan? https://youtu.be/mvUe3Cdoh-Q

Brand Management is an ongoing operational activity in a business, that maintains and grows a consistent brand identity – with the intent of enhancing Brand Equity.

Brand Management ensures that everything aligns with your desired branding:
• products
• content
• communication
• events
• sub-brands

• stylistic elements

So, brand management creates a blueprint for the brand. It provides the whole organization with the research, guidelines, and strategies to effectively enhance the brand’s reputation with customers, from digital collateral to physical products and human interactions.

Brand Management and Marketing
If brand management is the blueprint – or guidelines – for maintaining your brand, marketing is how you put that plan into action.

So, Brand Management uses an array of marketing tools and techniques to increase the perceived value of a brand (Brand Equity).

It builds loyal customers through positive associations and images or a strong awareness of the brand. Thus, it allows the company to:
1. Reduce the cost of sales
2. Increase the market pricing of products
3. Bounce back from circumstantial crisis

The Brand Management process starts by identifying the core value of a particular brand and reflecting the core value among the targeted customers.

The key steps of Brand Management:
1. Define the vision, values, personality, and big idea behind your company or product. This tells you the core value of a particular brand
2. Determine the personality traits that go with the brand. This allows you to reflect the core value among the targeted customers
3. Find words and language that describe it
a. product name
b. tagline or motto
c. phrases
d. tone of voice
4. Craft a visual identity that symbolizes it
a. Colors
b. Fonts
c. graphic style
5. Set out the behaviors and cultural norms that will reinforce the brand
6. Use it all consistently in physical spaces, online, and in marketing and advertising
7. Be true to your brand, in your attitudes, interactions, and decisions – and enforce that consistency in all of the company’s (and its partners) interactions with the customers

1. Look at the organization you work for. What Brand Management activities are you aware of? And which ones can you not discern? (2 MC CPD Points)
2. If you were in control of the management of your organization’s brand, what activities would you change? (2 MC CPD Points)

Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

📖 Branding: A Very Short Introduction https://geni.us/gGPWw8
📖 Branding For Dummies https://geni.us/cO4oPC
📖 The Brand Gap https://geni.us/cureu6
📖 Building a Story Brand https://geni.us/getCcr1
📖 Designing Brand Identity https://geni.us/DxzHwI6

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 1 MC CPD point
– If you also carried out all of the recommended exercises, score a total of 5 MC CPD points

#Marketing #ManagementCourses #BrandManagement


What is BIG DATA? And introducing the 3 (or 5) V’s
Account Management: What is Account-based Selling?
What is Corporate Social Responsibility (CSR)?
The Disney Creativity Strategy: The NLP Way to Test Ideas
Cognitive Reappraisal: How to Control Negative Thoughts
Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude Larréché and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Philip Kotler: The Father of Modern Marketing
Estée Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Diamond Feeback?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?
What is a Marketing Strategy?
What is Market Research?

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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