Wednesday, May 13, 2015

Marketing vs. Brand Management



"Is brand management part of marketing or is marketing part of brand management?" I have been asked this question many times throughout my 30-year career in brand management and marketing. My answer is always, "Yes." Yes, brand management is a part of marketing, which can also include marketing research, product development, product management, advertising, promotion, package design, pricing, distribution, public relations, trade relations, direct marketing, social media marketing, brand licensing (when it is separate from brand management), customer relationship management, retail design, merchandising, sales support, trade show management, and sometimes (but rarely) business development and sales. 

And yes, marketing is a part of brand management, which can also include brand strategy and positioning, brand identity development, brand equity measurement, brand pricing and distribution strategy, brand extension and the largest non-marketing pieces, customer touch point design and inside-out brand building, which typically impacts employee training and communication, corporate culture, recruiting criteria, common measures, organization design, process design, customer service design, recognition and reward systems and organization investment priorities. 

Consider marketing and brand management as two separate functions that have a significant amount of overlap. Picture a Venn diagram with two intersecting circles, one being marketing, the other brand management.

In some organizations (typically houses of brands), product management and brand management are combined. In other organizations (typically branded houses) these functions are managed separately. Some organizations have one person in charge of brand management and marketing, while in other organizations, these two functions are managed separately. Some organizations combine brand management, marketing and organization strategy under one person at a very senior level. While others keep organization strategy separate from brand management and marketing. Sometimes, sales is a part of the mix at a very senior level, while often it is not.

And then there is corporate communications and public affairs. This is occasionally part of marketing, but more often it is managed separately.

Finally, because of brand management's impact on organization design (brands must deliver on their promises), there are a few rare organizations that have combined brand management and human resources at senior levels.

Clearly, the reason people have this question is because the answer to it can vary across organizations depending on the organizations' goals, business models and depths of understanding of these functions.

30 comments:

  1. Do you mind updating your blog post with additional insight? It should be really useful for all of us.
    knowledge manager articles

    ReplyDelete
  2. Whether somebody pursuit of his vital thing, hence he or she desires to be accessible that at length, hence that thing is maintained over here.
    bonus

    ReplyDelete
  3. This comment has been removed by the author.

    ReplyDelete
  4. Nowadays marketing has become so important that noone can promote their business without it. If you are looking for Best SEO Agency,then you can contact eliteinformationtech for further details.

    ReplyDelete
  5. Thank you for sharing blog about branding strategy. If you are looking for SEO Services Jaipur then, please visit, weblinkbuilding services.

    ReplyDelete
  6. Are you looking for the Best Branding Service?
    We are here to serve you with Top Quality services Have a look of our Portfolio!
    best branding agency islamabad

    ReplyDelete
  7. This is really impressive post. I am very after getting this blog on google. I request you to please keep posting.

    Webdesign Agency Gent

    ReplyDelete
  8. I was reading some of your content on this website and I conceive this internet site is really informative ! Keep on putting up. personal loans - meezan car ijarah

    ReplyDelete
  9. There are so many useful information in your post, I like it all the time.
    web design minnesota
    Faribault web design

    ReplyDelete
  10. Such a nice blog that helped me to understand the importance of Search Engine Marketing Services. It has become a really important task to hire Professional SEO Services Minneapolis to get online marketing success.

    ReplyDelete
  11. You need to feel selective, significant, effective, pleased, incredible, safe, and monetarily secure.Make money online

    ReplyDelete
  12. They worked proactively from the start to offer useful ideas informed by industry expertise and business acumen. Product design agency , responsive contact, and programming proficiency ensure prompt delivery. The team’s secure platform facilitates an entire article subscription service.

    ReplyDelete
  13. I'm certainly very happy to read this blog site posts which carries plenty of helpful data, thanks for providing such information.
    ui ux design company

    ReplyDelete
  14. I feel very grateful that I read this. It is very helpful and very informative and I really learned a lot from it.

    python course training in vizag

    ReplyDelete
  15. It is really good to see. You have to do many things to get the proper business starts. You can get few ideas from the dreamnation to have an achievable business dream. You can follow the strategy to have positive feedbacks.

    ReplyDelete
  16. UX consulting companies are communicative and ensure they fully understand all requirements, bringing their own ideas and solutions.
    best company logos

    ReplyDelete
  17. Hi, I want to subscribe for this blog to get most up-to-date updates, so where can i do it please help out. 풀싸롱

    ReplyDelete
  18. I think it might helpful for beginner's as you said about Logo design service. I personally see a goof blog for logo designing in www.logoorbit.com.

    ReplyDelete
  19. Thank you I am glad about the encouragement! I love your site, you post outstanding.
    brand identity design company

    ReplyDelete
  20. Such a nice blog that helped me to understand the importance of Search Engine Marketing Services. Attributes of the best load skates

    ReplyDelete
  21. The Best SMM Pak Panel provides the powerful promotion of social media accounts to enable you to Beat your competitors.
    Buy Facebook Likes UK

    ReplyDelete
  22. A company's marketing and advertising are extremely crucial. However, getting enough attention is difficult at first. You might look into marketing agencies Philadelphia that has enough and efficient workforce to accomplish your job correctly.

    ReplyDelete
  23. These days showcasing has become so vital that noone can advance their business without it. | painting contractor

    ReplyDelete
  24. Amazing piece! I'll bookmark this and will share it to a friend. digital marketing agency kansas city

    ReplyDelete
  25. There are so many useful information in your post, I like it all the time. Basement Waterproofing

    ReplyDelete
  26. Thanks for sharing this info,it is very helpful. Check Out Digital Marketing Courses in Pune

    ReplyDelete
  27. The line between brand management and marketing can be a little fuzzy. But there is a distinct difference between the two.

    URL: https://tulsahvac.net/

    ReplyDelete