Organising for brand building

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Subject:
BRAND BUILDING
Faculty Name:
Vishal Desai
Lesson # 10
ORGANIZING FOR BRAND BUILDING
Batch
(BMM class of 2015)
Year (TY)
India’s premier M-school
Deviprasad Goenka Management College of Media Studies (dgmcms.org.in)

BRAND-BUILDING
IMPERATIVES:
WHO IS IN-CHARGE
Create a
-Brand identity
Co-ordination Across
-Organizational units
- Media
-Markets
-Brand Managers
-Brand Equity Manager
-Range Brand Managers
-CEO
-Global Brand Mangers
-Category Managers
-Brand Champions
-Brand Committee
-Communication Co-ordinator
-Agency

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The strategic imperatives: Creating brand identity:
 One goal of brand building organization is to make sure that someone
is in charge and a distinct and clear identity gets created
 If the identity is fuzzy or incomplete, it will not provide real guidance
– virtually any communication program will appear to be inconsistent
 Also needed is a vision of the brand’s future identity and roles
 Unfortunately, most organizations are product driven rather than
brand driven
 This means that the brand’s future is dictated by the past actions of
product developers

+  If there is no brand vision to guide this type of decisions, an identity
will drift over time
 The result can be a brand that is diffused and meaningless, or one that
has drifted away from its core business

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Coordination across the organization:
 In many companies, a corporate brand is shared by several businesses.
 For Example:
Tata brand is shared by different businesses, each with its own
strategy, customer set and objectives.
 In such cases, an organizational imperative is to create a mechanism
for implementing a common, coordinated brand strategy across all
business
 If no such mechanism is in place, the brand identity is likely to be
inconsistently implemented.
 It is imperative to have a brand guide outlining the do’s and dont’s
of brand communication.

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Coordinating across media:
 Another imperative is to create mechanism to coordinate brand
building activities across diverse media options which include events,
sponsorship, clubs and loyalty programs, direct response marketing,
public relations, publicity, promotions, events stores, packaging and
design
 All communication about the brand has to be consistent with the
brand guide lines.

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Coordinating across markets:
 When a brand is active in multiple markets, a final imperative is to
coordinate strategy and tactics across those markets in order to build
synergy and economies of scales while remaining flexible enough to
adjust to each market’s unique characteristics
 The task is usually complicated by the many functional areas that
influence brand building such as advertising, sales and market
research among others

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ADAPTING THE
ORGANIZATION FOR BRAND
BUILDING:

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The Organizational Culture:
 Firms that are good at developing strong brands usually have a strong
brand-building culture, including clearly defined values and norms.
 The culture of an organization, more than procedures or structures, is
ultimately what drives the attainment of sustainable advantage.
 Unless brand building becomes an organizational priority, it will be
difficult for the organization to address difficult branding problems
 The brand equity has to be enhanced even when the brand is not “
ringing in the numbers”.

+  Who is in-charge of the brand?
• When a single person is in charge of the business associated with a
brand, there will be an incentive to protect and nurture that brand
 Someone or some group needs to be in charge of designing the brand
identity and position

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The Brand Manager:
 Brand Manager is the custodian of the brand
 He is responsible for the brand’s identity and position, maintaining
that identity by securing needed investments and making sure that all
media efforts are consistent with the brand identity
 He is responsible for all implementation activities with regards to
brand management and marketing programs

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The Brand Equity Manager
 Some firms have separated brand strategy from the implementation of
brand building program
 Brand equity manager is in charge of creating and maintaining the
brand identity and coordinating it over various products and markets
 Brand equity manager is responsible for strategic brand research and
brand equity measurement
 Implementation of the brand strategy is then conducted by tactically –
focused brand managers
 The brand equity manager monitors, reviews and approves the tactics
from a brand strategy perspective

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The Range Brand Managers:
 Some organizations use the same corporate brand across businesses
 A range brand manger looks after the strategic interest of the brand
across the different businesses.
Eg: TATA brand name and symbol is used by all TATA group
companies. Each Tata group company has to pay a royalty to Tata Sons,
which is the parent organisation, for using the TATA logo.
 The range brand manager supports the brand by making sure that
there is an overall brand strategy to avoid inconsistencies.

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The Global Brand Managers:
 A global brand manager is responsible for developing a common
brand identity worldwide; ensuring that the companies in each
country are faithful to the global brand strategy, communicating and
facilitating best practices and encouraging consistency across
countries.
Eg: Lays launched flavors of the world during 2011 Cricket World
Cup. These flavors were launched across many countries during
the world cup.
Eg: Sony has guidelines that the disc case of Play Station game
software has to be of a certain plastic grade. The Play Station logo
has to be embossed only on designated portion of the case.

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The CEO:
 In some firms the CEO is in charge of the brand and all decisions
about brand building are approved by him/her
 He further instructs the brand manager to execute the brand building
strategies

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The Brand Champion:
 Brand Champion is an expert in brand management.
 Typically the brand managers put forth their brand building proposals
to the Brand Champion Team for review
 Brand Champion Team is usually the de facto guardian of the brand,
resisting efforts that may risk the franchise while encouraging
programs that will enhance it
 Despite the strategic perspective, Brand Champion Teams usually are
spread thin over many brands and thus lack in depth understanding of
the current brand context
 Eg: Reliance Retail may have a brand champion who looks after
strategic brand management for all reliance stores i.e Reliance
Trends, Reliance Fresh, Reliance Digital, Reliance Footprints,etc

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The Category Manager
 The category manager manages various brands with in a particular
category
 For example:
An FMCG company can have separate category manager s for Foods &
Beverages, Personal Care, Fabric Care, etc.
Category manager for personal care category will manage multiple brands
/products in that category viz: shampoos, face wash, skin creams, etc
 The category manager ensures that no brand cannibalizes another
brand in the same category

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The Brand Committee:
 Coordination across business can be addressed by a committee that
spans the organization
 For example:
HP – has a brand equity committee of communication executives
representing the division that use HP name
The role of these executives is to develop an identity position for
HP, to make sure it is communicated and to facilitate
coordination and synergy in the brand-building activities.
 This role is similar to the role of Range Brand Manager

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The Role of the Agency:
 A brand strategy needs a single architect, someone who will
implement and coordinate a cohesive brand strategy across multiple
media and markets
 The advertising agency is often a strong candidate for this role. In
fact, the best brand strategist may be agency personnel
 Agencies also inherently provide a strong link between strategy and
execution, because both functions are housed under the same roof
 Global brands can benefit from contributions of global agencies with
strong country organizations in place

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 Advertising agency can handle one or more of the following
functions:-
a) Conceptualizing and creating advertisements for print, television,
radio, etc
b) Adapting existing campaigns to suit local/regional needs
c) Managing 360 degrees campaign planning from market research to
creating ads to media planning & buying.
d) There are agencies which specialize either in promotional alliances,
rural marketing, market research, media planning & buying, etc
e) Some agencies are purely design agencies which do not create any
ads but only design artworks based on brand guidelines.

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