Managing a Brand Essay Example | Topics and Well Written Essays - 1000 words

Managing a Brand - Essay slipBrand concern is the process that takes control of everything that a soft touch does and says, managing the way in which it is perceived by others (CIM, 2003). This requires understanding what the brand stands for and how to position it as a brand is a combination of a intersection points /service public image (Tregert & Westerlund, 2003).According to Aaker (2004) managing a brand requires the engagement of its people, values and priorities, an groundbreaking strategy, commitment to quality, concern for customers, adaptation to localization strategy, creating good company vibes, and most cardinally the size and cooking stove of the firm. Today employees are the critical link between the company and the customer. Brand management integrates the totally unalike perspectives on two different words the company and the customer (CIM, 2003).Employees have to deliver the promise of the brand every moment. McDonalds strives to uphold the values of its b rand and it is the employees that communicate the brand image effectively (Oakner, 2005). Hence it is important that companys culture and operations should be aligned with the brand value to provide a competitive advantage. When employees understand the companys vision and business strategy, when they are taken into confidence and when inner communication is effective, brand equity is assured. This requires internal brand alignment where customer satisfaction is assured. Powerful brands are characterized by strong and enthusiastic leaders who have a passionate belief in a few values. Leaders have to live these values and not just talk about them and when they do so, the employees are more likely to be committed to delivering them (CIM, 2003). Having a focus on brand management gives rise to a corporate persona with a deeply felt set of values which enables the fasten to have a clear attitude.Brand create requires prioritizing what is important. Most organizations concentrate on br and building only when they are prospering but do not bother about it when the sales and earnings are threatened.