• Enoch Antwi

Brand management concepts that will improve your business performance

Updated: Jun 7

Due to online shift in brand management and customer loyalty, digital advertising and marketing need to become more attractive on the web.



Brand management is a collaborative advertising method that tries to improve the value of your business brand within a focused period. Entrepreneurs create marketing programs to generate manufacturer recognition, interact with the clients and sell them goods and services.


In the process, they achieve passive brand association, build faithful customers and maintain manufacturer worth in target markets. Since an organization gains traction through brand development, it is essential to focus on methods that will boost emerging brands. Additionally, it is apparent that in this electronic digital era, brand managing approaches ought to change and develop to fit rising marketplace trends. And this is why.


Consumer buying behavior


A study into emerging brand management shows that the number of customers that engage with a particular brand is changing drastically. In 2009, McKinsey conducted market research to understand "Consumer Decision Journey" (CDJ).

Following the understanding of the buying selection of about 20,000 consumers across several business verticals, the analysis determined, that shoppers make choices a lot more in an interactive way. Their overall consumer decision journey maps a handful of essential steps and decisions. Consumers think about several manufacturers and, examine them, get one brand product to try, recommend that manufacturer if happy and connect with a manufacturer in the long run to become a loyal customer.


As a result of a shift in brand management and customer loyalty and referrals, digital marketing, for example, has to become more attractive on the internet. Throughout the digitization age, the whole process of running a brand awareness program needs to evolve rapidly. If not, many brands will likely lose their value to their competitors.


Top brands have recognized the importance of the internet presence and consequently, taken quick, useful steps. To become a thriving business in this era, you need to investigate what some of the top-rated companies are doing in handling their brand management presence on the web.

"In today's business, brand name control is more about getting an essential online presence. Like a marketing expert, you've to learn how the conventional strategy for marketing, advertising and managing your company brand is incomparable to the streams of good results the net offers. You will need to build the best brand name dealing with strategies online to get productive in your industry".

Brand management on the web


Dominos in Australia: Dominos experienced a relatively terrible time throughout 2008. Customers complained of their food high quality. Their profits were regressing. In response, the firm took this seriously and undertook extensive client research to launch a new list of tasty recipes.


The new brand architecture also included revamping the company's presence on the web as they introduced cellular apps and started giving 50% off from online orders. Moreover, they unveiled Pizza Tracker for online buyers. Customers can now keep track of where their pizza orders are as they sit, relax and wait comfortably for their food.


Under Armour: It's an American activity clothing and accessories firm. They acquired MyFitnessPal and Endomondo's health and fitness apps to have access to their massive online community. The business has established better social network integration since the acquisition. The company use these apps and this network collaboration for advertising its brand, new rollouts and thus, producing better brand engagement.

National Geographic: Nationwide Geographic has changed from print out mass media to electronic digital mass media. Right after suffering from a vast downturn running its business, it restructured its business administration techniques to experience a substantial progression on the internet and consequently, gained a reputation on the world wide web.

They employed Amy Maniatis as the CMO to oversee their social media networking program. Under her direction, National Geographic increased the number of its Facebook enthusiasts to over 20, 646, 799 and Instagram followers to 4, 091, 738. The move has widened its customer loyalty and engagement. National Geographic has since attracted superb customer engagement on the web. Its distribution of images and video clips on the internet is fantastic, and it continues to increase online accounts.


In today's business, brand management is much more about gaining a significant online presence. As a brand marketer, you've to understand that the traditional way of advertising, marketing and managing business brands is incomparable to the streams of success the internet presents. You will need to develop ideal brand managing strategies online to become successful within your niche market.


Create a value-added video


Successful business promotion sometimes doesn't entail lots of money. You can create an excellent video to share with your clients or a motivating and inspiring message, or perhaps have a story to tell to the target audience. Your brand campaign will not go very far if all you talk about is your product. Give something to the consumers that could add value to their life.


So, to do things differently, try a useful concept like Facebook Teaser Promotion. You can create brand name recognition at a minimal cost on Facebook. A teaser promotion on Facebook could provide excitement throughout some social networks. And you will gradually build associations with significant social websites consumers.


Make influencers discuss your company.


Although it's a little bit difficult work, it is affordable, and even more importantly, a compelling and successful enterprise promotion. Influencers are the most persuasive brand ambassadors and as such valuable and authoritative members on social media.


Because influencers have lots of fan base, supporters and subscribers, they can help you develop brand consciousness along with an optimistic brand adverting. But, to make that happen, you should be a trusted entrepreneur with excellent products and services to offer. Your business needs to be stimulating and meaningfully crucial to the target market.


Tried out DIY infographics?


Infographics are a lot pleasing than flat, unexciting text articles. If you're into content marketing and advertising or considering growing brand exposure via article writing, spend more time in mastering infographics.

Using Adobe illustrator will help you to make some stunning infographics for your business brand. Infographics are eye candies, and aid buyers recognize information and numbers easily. When you're following rewarding enterprise promotion tips for online content, it essential to add them.


So successful brand management depends upon dedication and effort in the long run. To have a successful brand campaign, you need to have a brilliant concept and develop the best use of social media programs and all sorts of other online marketing tools.

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