Brand management
Maximising customer demand and unlocking business growth demands a strategic approach to brand management, guiding the decisions and actions of brand building.
What we can do for you
We believe that a strategic approach to brand management, which is a key driver of competitive advantage, and performance and growth, is important and should involve creating a brand identity, which shapes associations with a specific category or customer need in customers’ minds, injecting a brand meaning in customers’ minds derived from the brand positioning, generating rational and emotional brand responses by customers, and ultimately transforming these customer responses into brand relationships.
We help you in transformative thinking to discover what the organisation can do better in brand management. This may involve re-evaluating the brand strategy, which in turn guides the brand portfolio strategy and brand architecture strategy. The goal is to ensure efficient and effective utilisation of resources, and optimising their deployment to drive competitive advantage, and performance and growth for the brand.
We help you to undertake an assessment of current management practices to identify opportunities and pain points in formulating, implementing, and evaluating decisions and actions across the stages of brand management, which include strategic analysis and planning, implementation and execution, and monitoring and control.
We use a tactical perspective to help you to improve efficiency of brand management, which involves focusing on immediate brand tactics, and includes optimising day-to-day operations by examining resource utilisation, workflows, and costs.
We adopt a strategic perspective to help you to improve effectiveness of brand management, which involves focusing on long-range brand tactics, and includes optimising broader organisational factors such as people, process, technology, and data that collectively enable capabilities, and the operating mode.
