{"id":5064,"date":"2025-02-21T13:42:47","date_gmt":"2025-02-21T13:42:47","guid":{"rendered":"https:\/\/markenfels.ch\/?post_type=glossary&p=5064"},"modified":"2025-02-21T14:39:20","modified_gmt":"2025-02-21T14:39:20","slug":"brand-management","status":"publish","type":"glossary","link":"https:\/\/markenfels.ch\/en\/glossary\/brand-management\/","title":{"rendered":"Brand management"},"content":{"rendered":"\n
\n \n\n\n
What is brand management?
\n<\/b>Brand management is the strategic alignment and maintenance of a brand throughout its entire life cycle.<\/span>\n

What measures are taken in brand management?
\n<\/b>Typical measures include, for example, strategic planning, implementation and monitoring, but also the provision of human and financial resources, tools and systems to manage the brand consistently.<\/span><\/p>\n

What is good brand management?
\n<\/b>A clear brand strategy and long-term commitment are required to leverage a brand to become the leading brand in its industry. The brand strategy involves a clear, strategy-based positioning, a maximally reduced brand architecture and a profiled brand experience that supports the business strategy. Long-term commitment is expressed in ongoing investment in the brand and professional brand management.<\/span><\/p>\n

Who is in charge of brand management?
\n<\/b>Ideally, brand management is the responsibility of a branding specialist, e.g. Head of Branding. Sometimes a Chief Communication Officer also assumes responsibility.<\/span><\/p>\n

What is the difference between brand management and marketing?
\n<\/b>Brand management is the strategic groundwork: it involves the strategic development and maintenance of a brand in order to increase its awareness, recognition and contribution to value creation. Marketing, on the other hand, comprises all activities aimed at promoting and selling products or services. A successful marketing strategy includes promotion \u2013e.g. via advertising, PR, direct marketing, sponsoring, trade fairs, events \u2013 but also pricing, product policy and the selection of sales channels.<\/span><\/p>\n

What are the biggest mistakes in brand management?<\/b><\/p>\n

    \n
  • Lack of strategic foundations: a brand with an unclear positioning is irrelevant \u2013 and will not become a preferred brand.<\/span><\/li>\n
  • No adaptation to market changes: a brand that stands still and does not react to evolving customer needs and market situations risks to becoming irrelevant. <\/span><\/li>\n
  • Inadequate internal brand management: if employees do not represent the brand to the outside world because they either do not understand it, or because they are just introduced to strategic principles and design elements in a rudimentary way, this will lead to a dilution of the brand. In the long run, brand equity is negatively affected \u2013 which equals destruction of assets.<\/span><\/li>\n
  • Excessive focus on advertising\/marketing without building and maintaining the strategic branding foundation: A brand that exclusively relies on advertising campaigns may be able to achieve short-term sales success. However, frequently changing campaigns prevent the brand from developing a clear strategic profile. This impairs trust in the brand and brand loyalty.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n <\/div>\n","protected":false},"excerpt":{"rendered":"

    Brand management is the strategic alignment and maintenance of a brand throughout its entire life cycle.<\/p>\n","protected":false},"template":"","class_list":["post-5064","glossary","type-glossary","status-publish",""],"acf":[],"yoast_head":"\nBrand management - Markenfels<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/markenfels.ch\/en\/glossary\/brand-management\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand management - Markenfels\" \/>\n<meta property=\"og:description\" content=\"Brand management is the strategic alignment and maintenance of a brand throughout its entire life cycle.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/markenfels.ch\/en\/glossary\/brand-management\/\" \/>\n<meta property=\"og:site_name\" content=\"Markenfels\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-21T14:39:20+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Brand management - Markenfels","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/markenfels.ch\/en\/glossary\/brand-management\/","og_locale":"en_US","og_type":"article","og_title":"Brand management - Markenfels","og_description":"Brand management is the strategic alignment and maintenance of a brand throughout its entire life cycle.","og_url":"https:\/\/markenfels.ch\/en\/glossary\/brand-management\/","og_site_name":"Markenfels","article_modified_time":"2025-02-21T14:39:20+00:00","twitter_card":"summary_large_image","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":["WebPage","FAQPage"],"@id":"https:\/\/markenfels.ch\/en\/glossary\/brand-management\/","url":"https:\/\/markenfels.ch\/en\/glossary\/brand-management\/","name":"Brand management - Markenfels","isPartOf":{"@id":"https:\/\/markenfels.ch\/en\/#website"},"datePublished":"2025-02-21T13:42:47+00:00","dateModified":"2025-02-21T14:39:20+00:00","breadcrumb":{"@id":"https:\/\/markenfels.ch\/en\/glossary\/brand-management\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/markenfels.ch\/en\/glossary\/brand-management\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/markenfels.ch\/en\/glossary\/brand-management\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/markenfels.ch\/en\/"},{"@type":"ListItem","position":2,"name":"Glossary","item":"https:\/\/markenfels.ch\/en\/glossary\/"},{"@type":"ListItem","position":3,"name":"Brand management"}]},{"@type":"WebSite","@id":"https:\/\/markenfels.ch\/en\/#website","url":"https:\/\/markenfels.ch\/en\/","name":"Markenfels","description":"Leading branding agency in Zurich | Markenfels","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/markenfels.ch\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/markenfels.ch\/en\/wp-json\/wp\/v2\/glossary\/5064","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/markenfels.ch\/en\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/markenfels.ch\/en\/wp-json\/wp\/v2\/types\/glossary"}],"wp:attachment":[{"href":"https:\/\/markenfels.ch\/en\/wp-json\/wp\/v2\/media?parent=5064"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}