Most Important Brand Management Tasks

While brand manager responsibilities vary widely across organizations, these are the brand management tasks that yield the most advantageous results:

• Create a unique and compelling brand position based upon customer and market research and leadership consensus.
• Understand the way your brand connects with its customers emotionally. Integrate this insight into how you manage the brand's interaction with its customers.
• Create a robust but flexible brand identity system. Implement a process to insure brand identity consistency across media and over time.
• Understand your brand's associations and memory triggers and be sure to build them into advertising, product packaging and other marketing communication.
• Establish brand metrics and manage the brand against those metrics. Ideally, the metrics should include the following: unaided awareness, relevance, differentiation, perceived value, mental and physical accessibility, emotional connection, attitudinal loyalty, vitality/momentum and top-of-mind associations. 
• Develop and implement a brand plan. 
• Strive to increase brand awareness, salience and distribution.
• Design brand promise proof points into as many points of customer contact as possible. 
• Design and implement mechanisms to align employees in support of the brand and its customer promise.
• Keep your organization aware of the brand and its health.