While the brand management process is not a linear process (it is organic and iterative), it generally begins with customer and market research, followed by brand strategy and positioning. The brand strategy and positioning comes to life through brand identity, marketing communication and organization design-related activities for brand-promise alignment. Sometimes there are also customer touch point design activities to create more proof points for the brand promise at each point of customer contact. Brand equity monitoring and adjustments then occur on an ongoing basis. These should result in the five drivers of customer brand insistence - awareness, relevant differentiation, value, accessibility and emotional connection, all of which contribute to strong business results including increased brand loyalty, decreased price sensitivity, ability to charge a price premium, increased ability to attract and retain the best employees, increased ability to align the organization in a specific direction, increased bargaining power with business partners, greater flexibility for future growth, increased sales and market share and increased market valuation and stock price.
Here is a chart that provides an overview of how this works.
Excerpted from Brand Aid
, second edition, available here
. © 2015 Brad VanAuken
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