What Does an Ad Manager Do?

Brand management refers to the management and management of a company's brand of products and services, comprehensively using corporate resources, and realizing corporate brand strategic goals through planning, organization, implementation, and control.

Brand manager

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Brand management refers to the management and management of a company's brand of products and services, comprehensively using corporate resources, and realizing corporate brand strategic goals through planning, organization, implementation, and control.

Chinese name

Brand manager

Foreign name

Brand Management

Nature

Management terms

Be applicable

enterprise

Research

The research includes both strategic and operational aspects. The strategic level is a study of the external economic environment, industrial environment, competitive environment, policies, social and humanities that have an impact on brand growth. The business level is a study of the competition dynamics and customer needs for specific businesses. As the specific market research work is done by professionals, the task of brand management is to clarify the survey objects, survey objectives, survey time, etc., and to analyze the survey results in combination with the actual work and use it as a basis for formulating relevant strategies.

In view of the fact that brand management cannot be separated from market reality, brand managers also need to personally go to the market to perceive changes in the market and feel the needs of customers.

Research is the basis of brand positioning, and brand positioning is a prerequisite for brand planning. For brands that are not clearly positioned or positioned incorrectly, brand managers need to position or reposition the brand through the results of the research. Brand positioning is a commitment to provide which products or services to whom.

2. Planning

Planning is divided into brand image planning and brand development planning. The first is brand image planning, which is based on market research and brand strategy. For the creation and maintenance of brand image, it is necessary to establish a brand name, brand identity, brand vision and concept recognition system, brand slogan, and explore brand history and stories. It is necessary to maintain the consistency of the brand management image, so as not to cause the blur of brand positioning cognition.

Brand development planning is the object, time, method and goal of the brand to communicate with customers and social interest groups. It is a brand cultivation plan, which includes long-term planning and short-term planning. The long-term plan is to formulate a long-term brand development plan according to the company's business strategic plan. It is the overall blueprint for brand development during and after the overall operation of the project. At the business level, more emphasis is placed on short-term planning, which includes annual, quarterly, monthly, and dynamic plans, or phased brand communication plans that determine different operating stages based on the project's cycle. First of all, there should be an overall plan for the whole year or all phases, and then the overall phase is divided into different small phases, and a phased brand development plan is formulated. In the specific implementation process, some contingency plans and plans need to be formulated according to the dynamic changes of the market.

Brand planning is based on the overall strategy or tactics to achieve a long-term and three-dimensional communication relationship with the target audience. The basic logical system is: background environment and data analysis-achieving goals-strategy generation-implementation schemes for achieving strategies and goals-project implementation effect estimation-scheme implementation and effect evaluation.

3. Implementation

For the implementation of specific plans for brand management: advertising performance, media, public relations activities, sales promotion, brand syndication, image design, etc., some require specific implementation by brand managers, while others require organizational coordination or monitoring during implementation. The goal is To ensure effective implementation, the ideal of the plan can be effectively landed, so as to achieve the desired effect of brand planning.

4. Coordination

Brand managers are faced with the coordination of internal and external functions of the company, including internal market research functions, promotion execution functions, media functions, etc., internal supervisors, sales functions, production storage and transportation functions, procurement functions, Finance functions, etc., work coordination with external work-related functional units, etc., the purpose is to promote relevant personnel to understand the progress of brand management work and to coordinate the parties to perform their duties within the framework of brand management.

5. Review

Regarding the various work and plans in the process of brand implementation, brand managers need to conduct periodic and irregular reviews. The first review is introspection. Through routine work inspection, the implementation process and results are evaluated. If there is a deviation from the target, Propose corrective measures in a timely manner; second, criticisms and suggestions from external colleagues and superiors, these are indispensable wealth in the knowledge base of brand managers.

For enterprises, what kind of independent indicator system is used to evaluate brand managers is indeed a difficult problem, because so far, there are almost no indicator systems and practical methods available, which has also caused brand executive officers CBO and The embarrassment of a position such as a brand manager cannot be described by the performance of brand management, but can only be used as an affiliate of the marketing and sales department-one glory and one loss, rather than relying on the performance of brand operation management. This is unfair to brand managers.

Using a continuous brand monitoring tool to compare the performance of brand managers before and after joining the brand to analyze the performance of brand managers is a more feasible solution. Here, it is necessary to remove sales interference, or to say that the assessment indicators here have nothing to do with sales. (Although as the company's overall goal, market sales and brand operations are consistent, but specific performance evaluation is separate).

This monitoring of brand building should include monitoring of the brand's static indicators and brand dynamic indicators. If brand managers can contribute to the brand's static indicators (improve the score) during their employment and be in a satisfactory position on the brand's dynamic indicators In the competitive position of the industry (or within the scope of the target setting), it is regarded as qualified and excellent. The specific situation is evaluated by data. Otherwise it is unqualified or there is a reason.

In terms of assessment methods, independent brand filling and evaluation methods, third-party independent brand monitoring methods, or a combination of the two are used. Brand independent filling and evaluation are mostly applicable to some small brand companies or industries whose characteristics are not obvious. Based on the industry brand index When the monitoring platform has not been established, of course, it is also widely applicable to brand self-evaluation. The second case is a third-party independent brand monitoring method, such as the brand index platform of thousands of brand laboratories, which can reach nearly 5000 in hundreds of industry fields. Each brand monitors the brand and releases the brand index ranking on a monthly basis. Such brand ranking data and detailed analysis reports can become the direct basis for brand management assessment; the third method can fully combine the first two to achieve a comprehensive Specific and targeted, can strengthen the monitoring of key assessment projects.

For a brand executive, the long-term goal (such as more than five years) is to continuously improve the brand's maturity, occupy and stabilize the dominant brand niche in the industry, rather than specific product sales goals. As for the product sales target, it is only a reflection of the value of brand transformation. It depends on the brand transformation will of the senior management and the efforts of the product sales department. Talking about the unified goal without a clear division of labor is actually a manifestation of a low level of management, and the general mysticization and marketing practices of the brand management industry are also a real injury to brand management. In the long-term goal, attention is paid to the steady improvement of the static indicators of the brand, including the enhancement of brand identification and the improvement of brand strength. The improvement of static indicators of the brand requires a long time. For example, the history of the brand requires more than 12 years to achieve satisfactory performance. .

For a brand executive, the immediate goal (two to five years) is to improve the content of brand building, increase brand vigor and brand reputation, and use brand building as a starting point to create market activities to support product sales and customer service. . Among the near-term goals, the improvement of brand dynamic indicators is the most effective.

For a brand executive, there must be powerful tools to monitor these indicators. This was an impossible task in the past. Therefore, the number of media is not only huge and diverse, and news and content are updated very fast. It is impossible to complete these tasks without professional tools and strong platforms. Brand monitoring tools must be outsourced to achieve them. Brand index based brand monitoring platforms are a standardized outsourcing platform that helps companies achieve brand monitoring. Brands can be online Manage brand building information, analyze brand building indicators, release brand newsletter information, and obtain brand interaction information.

The performance evaluation of brand managers still depends on data.