Six Guarantees In Brand Operation Management

1: there must be managers at the top of the enterprise to ensure the operation and supervision of brand management.

2: establish the appropriate brand management organization to allocate sufficient resources for brand management and give sufficient authority.

3: ensure that the brand strategy is implemented on the ground, and has a clear responsibility for brand protection, operation and management.

4: command the core departments of enterprises to have a clear and unified understanding of brand building and management.

5: the whole life cycle management of the brand.

6: consistent management of all decisions involving brands.

7: provide solutions for any major decisions that may affect the brand.

8: there are different priorities for brand investment in personnel, environment and technology.

9: the brand management committee is composed of brand defenders of various departments, reporting directly to the highest level of the enterprise.

1: the brand management organization is responsible for brand strategy implementation, brand building management and coordination of the overall brand operation.

2: the brand management organization should have a clear and unified understanding of brand operation and management.

3: set up full-time brand managers for each independent brand, responsible for brand implementation, tracking and adjustment.

4: establish a matrix organization structure with brand division and regional division.

5: to coordinate with all functional departments, we can not isolate the market and brand management departments.

6: equipped with qualified full-time brand management professionals.

Focus on fashion retail first micro community [clothing retail display]

7: clearly set up a set of

Key processes and implementation standards.

8: manage the whole life cycle of brand, maintain brand image and brand experience.

The ability of the brand management team needed:

1: have systematic knowledge and experience in brand marketing, including external expert consultants and internal veterans.

2: we need to have a deep understanding and keen insight into the needs and personality of target customers.

3: their values, personality and so on can not conflict with the core value of the brand.

4: have the ability to create a team atmosphere that is consistent with the core value of the brand.

1: senior management has a unified monitoring of the overall structure and integrity of the brand.

2: any major decision making without brand, such as investment, budgeting and expansion, should take into account its impact on the brand.

3: any decision should be scientific, based on market analysis, customer needs discussion, data research and management opinions.

4: establish brand decision system, compile "brand management manual", standardize relevant rules and regulations and work process.

5: establish a complete, detailed and unified examination and approval process, including brand positioning and brand driven change.

6: the designated responsibility mechanism, a unified written application and approval format.

1: continuous tracking and monitoring of each independent brand and all its sub brands.

2: the measurement of brand performance needs to be measured in many ways.

3: the measurement criteria from the market point of view, such as the market share of the brand.

4: consumer standards such as brand awareness, brand preference, brand value, brand emotional connection, brand relative difference.

5: from the perspective of enterprises, such as brand profitability.

6: according to the different stages of the brand development cycle, specify targeted evaluation criteria, such as:

Short term goal to enhance brand awareness and acceptance.

Medium term goal to increase market share and customer satisfaction.

Long term goal to increase profit margin and brand loyalty.

Inter departmental and hierarchical internal communication:

1: good communication between brand managers and front-line employees among departments, between headquarters and branches.

2: all employees clearly stated brand positioning and other related brand information.

3: develop and distribute internal brand brochures.

4: different levels of brand knowledge training.

5: regular meetings discuss brand status, resources and capabilities, market trends and so on.

6: other departments should understand the brand information and provide feedback and advice to assist brand management.

7: enterprises integrate information sharing platform to share customer insights, market feedback, excellent practices and other brand related information.

Effective communication with relevant external agencies:

1: new brand launch, brand extension and brand repositioning should be fully communicated with the outside world.

2: the relevant enterprises, media and other institutions in the entire value chain carry out standardized brand communication.

3: disseminate the brand combination and the brand connotation information with each contact point of the customer.

4: communication between outside agencies, such as advertising agency, public relations companies, distribution partners, etc.