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Brand Management Simplified

Written by: Mellany Msengezi

Article Overview: A lot of lingo in brand marketing can be confusing, but this article simplifies what branding is about and the benefits to the business.It also assures that this is for all business including the small businesses.

Brand Management Simplified

Introduction to brand management

Most organisations are recognising the value of brand management and branding. However most do not understand how to do it and end up at the mercy of advertising agencies. Today we find Churches, Restaurants, Individuals, Universities and many more entities valuing brand management. The main reason for branding is that most consumers use it as a form of differentiation that guides them to purchase or refer someone else to a product or service.
Globally, many products have been introduced into the market after the exit of the traditional suppliers especially in the soap manufacturing, candles, petroleum jelly, clothing and even in the food manufacturing sector. This gives most up coming, or already established business an opportunity to establish their brands. By establishing a brand and managing it for the future, it makes way for consumers to break through the product clutter.

By assessing the current well established brands in the market, one can see that a strong brand is one of the important company assets. A strong brand delivers the following benefits:

• It brings increased revenues through brand loyalty
• It leads to increased profitability
• It has the ability to attract quality employees
• It decreases price sensitivity in customers

The above benefits are just a few mentioned here, but they demonstrate that brand building is equally important for any business that desires increased market share, and increased profitability. No matter what stage of business or size, there is need to dedicate time and resources to brand management.


What is a brand?

It is important that from top management, to the lowest level employee there be an appreciation of what brands are and their value as this determines the level of investment the brand receives.

They are a number of definitions of what a brand is, and below are some of the definitions which Status Comfort uses in crafting successful brand management cultures in business and individuals: Its also important to note therefore that a brand is not a product or service and a product / service is not a brand. It is a promise your company can keep. Another common confusion is that brand management is advertising! It is not at all advertising, it is more than that.


In small businesses, brand management is commonly hindered by lack of appreciation of the concept by top management and marketing divisions, lack of funds, lack of failure to understand the market for example why people really buy their product / service.

If brand management is new to your organisation you may need a comprehensive overview of this introduction in your organisation. It can all be simplified and you can be given a practical step by step action plan by Status Comfort. Call 0912 949 445 for in-depth discussions and or employee workshops.

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