Brand managers perform a wide variety of functions depending upon many factors such as their particular ind ry, nature of ...
Brand
Brand
Brand
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Brand

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Brand

  1. 1. Brand managers perform a wide variety of functions depending upon many factors such as their particular ind ry, nature of the product and current market conditions. Brands often represent miniature business  within the umbrella company. Brand managers perform duties similar to those they would engage in if they owned their own They usually report to senior management and deliver documentation reporting on current conditions and future projections.<br />Provide Brand Guidelines<br />Consumers identify closely with brand names, and marketing slogans and other materials greatly influence whether this identification is positive or negative. A brand manager must delineate concise guidelines for creative staff to follow when designing marketing campaigns and advertising materials. The manager must make certain that the implications of these campaigns deliver the desired message about the product and company in general. For some products, such as financial securities or real estate, legal,compliance may be of importance. Brand managers stay in close contact with the company legal staff in this case to make certain that language used in campaigns and slogans complies with the law.<br />District Manager<br />I want to do this! What's This? <br />1.Fotolia.com"> <br />Brand managers perform varied functions depending on the industry.<br />Brand managers perform a wide variety of functions depending upon many factors such as their particular industry, nature of the product and current market conditions. Brands often represent those they would engage in if they owned their own business. They usually report to senior management and deliver documentation reporting on current conditions and future projections. <br />Market Research<br />The brand manager will conduct extensive market research with the help of his team by analyzing studies of consumer behavior relative to competitor products. Consumer focus groups also play a key role in a brand manager's duties as they lend insight into consumers' initial impressions of new concepts or designs. A brand manager will organize and manage several focus groups on brand concepts and marketing campaigns. Brand managers must closely monitor the activities of competitor brands through a variety of platforms. Finally, he must compile this data, study it and formulate a strategy to implement lessons learned, make changes to concepts and execute the final plan. <br /> <br />Analyze and Forecast<br />  Brand managers analyze current ma rket conditions and competitor activities to produce sales forecasts, profitability reports and market share estimates. She then delivers these reports to senior executives along with budget needs for required sales force, advertising and promotional campaigns. Senior management will also need to see a report of sales goals for the sales force and how the manage will use the sales budget to reach these goals. <br />Promotional Campaign Structuring<br />Brand managers work closely with creative and marketing departments to come up with promotional campaigns during certain times of year. He may decide to discount products associated with holidays or seasons when the time rolls around in the calendar year. Giving price reductions during promotions to boost sales will affect profitability for the duration of the promotion. Brand managers are responsible for profit and loss in their business center and must analyze market factors to determine what promotional discount will increase market share without sacrificing too much profit.<br />Brand management – It is the application of marketing techniques to a specific product or a  product line to increase the product's perceived value to the customer and thereby increase brand franchise and . Brand equity   Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.<br />A good brand name should be legally protectable. It is easy to pronounce and easy to remember, recognize. It should attract attention . As well as it should suggest the company or product image .It should distinguish the product's positioning relative to the competition . <br />A Premium brand typically costs more than other products. <br />An Economy brand is a brand targeted to a high price elasticity market segment A Fighting brand is a brand created specificlly to counter a competitive threat. When a company's name is used as a product brand name, this is referred to as corporate branding . When one brand name is used for several related products, this is referred to as family branding. When all a company's products are given different brand names, this is referred to as individual branding . When a company uses the brand equity associated with an existing brand name to introduce a new product or product line, this is referred to as brand leveraging. When large retailers buy products in bulk from manufacturers and put their own brand name on them, this is calledprivate branding . Private brands can be differentiated from manufacturers' brands (also referred to as national brands). When two or more brands work together to market their products, this is referred to as co-branding. When a company sells the rights to use a brand name to another company for use on a non-competing product or in another geographical area, this is referred to as brand licensing. <br />Brand rationalization refers to reducing the number of brands marketed by a company. Companies tend to create more brands and product variations within a brand than economics of the scale . Suggest they should. Frequently they will create a specific product or brand for each market that they target. They also do this to gain precious retail shelf space ( and also reduce the amount of shelf space allocated to competing brands). But this can be a very inefficient strategy so a company may decide to rationalize their portfolio of brands from time to time. They may also decide to rationalize their brand portfolio as part of an overall corporate downsizing. <br />Problems  -  Many prominent fast moving consumer goods firms are reviewing the organization of the marketing functions. Research undertaken in Greece has looked at the difficulties faced by brand managers, the key environmental variables that affect the brand management system and the brand managers' views on the future of marketing. It is clear that brand managers will continue to serve multiple brand companies, even though their role will change in order to meet the new demands of the dynamic climate. The most significant challenge facing brand managers will be the development of real knowledge of their market.<br /> <br />Importance of brand Name   : The foundation of any business is built on having the correct identity. This should show a level of interest and charm to clients and will make it easier to to stand out and to be known among other rivals. One of the primary requirements for any company is to have a brand corporate identity. It's imperative for you to stand out from the crowd while creating attractiveness to those that are considering your very own services or products with great presentation ideas. As soon as you start to create a brand corporate identity, you'll need to give attention to various applications to your own business. The first part of this is the logo that you have to identify your own business. You would discover that each business has a primary colour that they use to attract the crowds. This is followed by graphics or a primary sign that could help to identify the company. The identity that's used through graphics is meant especially to attract customers and to allow customers to think of a business through the visual identity that they have. When you present your very own logo and main graphic identity, prospects would be able to identify you quickly.The idea of creating the correct brand corporate identity is then followed by the other areas of identification which you can create. Having visual aids that permit clients to identify your own works to help you establish a sense of recognition. These can be used in relation to your own logo and principal sign for extra promotions and advertisements or to improve the look of your very own business. The visible aids that you use will help consumers to identify a mood with your own main business and would give you completely different points that relate directly to the client. The general brand corporate identity that you would use for your business shouldn't just create a level of magnetism for clients that could easily be remembered. You'll want to combine this with a steady set of visuals that help to determine completely different merchandise and services. With this aspect of your business, you'll need to present a sense of character and personality, in addition to distinctive ideas that allow you to stand out from others. As you do this, you'll recognize that there would be particular perceptions related to the quality of your company as well as the services and goods that you offer. If you wish to succeed in a business, then there's additionally the need to create a brand corporate identity. This lets you use visualization on numerous levels to help customers remember who you are and to identify with different personalities and attitudes of your own company. By creating particular looks, you would easily be able to reach completely different people while creating a distinctive personality to your own business. <br />

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