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How to develop a brand management strategy?

Activities & Initiatives

​By Mansour Baker, SHRM-CP

Posted 27 March 2020

Develop a strategy for promoting and protecting company brand locally, regionally, and globally.

Near Term (1-6 months)

• Create company brand management strategy based on company’s strategic vision and validate against similar successful entities.
• Develop/update branding guidelines and develop brand tracking capabilities.
• Communicate brand strategy and guidelines to all departments across the organization and enforce adherence.
• Manage brand positioning, develop key campaigns and drive consistency in execution across departments.

Medium Term (6-12 months)

• Roll out a market research capability that includes measurement of ROI.
• Optimize capability and update as required.

Exhibit 1

Effective Brand Management safeguards company’s identity and image, domestically and internationally.

Objectives

• ​Promote consistent brand messaging 
• Promote distinct and differentiated messaging from competitors
• Ensure long-term planning to develop strong core messages that will resonate over many years
• Promote domestic stakeholder buy-in from relevant sectors, business groups, and civil society 
• Promote International recognition from target audiences to generate the results desired by the company

Key Activities

• Analyze current brand perception, including critics/advocates, competitors and key messages, communications tools and gaps (can be supported by structured survey or desk research)
• Design brand management strategy 
• Implement brand management strategy
• Bi-weekly media monitoring reports
• Quarterly perception and awareness reports
• Annual reputation management review

Key Deliverables

1. Brand Perception Baseline Report
2. Draft Brand Management Strategy
3. Bi-weekly Media Monitoring Reports
4. Quarterly Perception and Awareness Reports
5. Annual Reputation Management Review

1. Brand Perception Baseline Report

• Baseline report analyzing current brand perception, including critics/advocates, competitors and key messages, communications tools and gaps (can be supported by structured survey or desk research).

2. Draft Brand Management Strategy

• Draft brand management strategy for promoting consistent messaging and monitoring public awareness and perspectives of company brand.

3. Bi-weekly Media Monitoring Reports

• Bi-weekly report that analyzes company image within key constituencies such as the global news media, economic industry analysts, blogs and online forums, academic thought leaders, and international/multilateral institutions.

4. Quarterly Perception and Awareness Reports

• Quantitative and qualitative data collection monitoring the key components of company’s brand, identifying shifts in target audience perceptions and measuring internal and external audience awareness of key messages being promoted by company through their branding campaign.

5. Annual Reputation Management Review

• Annual work plan for all reputation management activities, including (but not limited to) global marketing and PR campaigns, international advertising campaigns, international event management, and intra-government brand coordination.

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