Brand Management

The brand stands for trust among customers, clients and all other stakeholders – and is therefore one of a company's most valuable assets. That is why communicators need suitable tools to control brands effectively and efficiently. Show your profile, because brand strength means competitive strength. We are a strong partner.

In modern society people are flooded with information. Therefore, clues ("anchors") are needed that address both rational and emotional needs. In companies this anchor is the brand. It gives a company a character that consumers can quickly recognise and orient themselves to. This distinctiveness – the brand identity – is at the same time a capital stock that must be built up and maintained through a suitable brand strategy and an appropriately aligned marketing communication.

Customers and consumers associate the corporate brand with certain characteristics, attributes or services that distinguish the product or service from comparable competitive offers, provide orientation, inspire confidence and, ideally, encourage purchase. To achieve this goal, a brand must be managed. Accordingly, brand leadership or brand management refers to the development (“branding”) and further development of a brand (“brand management”) over a longer period of time. Goals can be: Introduction of a new brand, raising awareness of a brand or harmonizing the external and internal image of a brand. 

A brand can be adapted to the requirements of the future in various ways: By modernising the appearance (corporate design), by recharging the brand with a contemporary, competitive identity (corporate identity) or other suitable marketing instruments such as brand extension by introducing a product line or brand transfer, in which the products of another manufacturer are marketed under their own brand.

Effective brand management – especially in large international companies – is facilitated by globally accessible online brand management platforms (extranets). Such solutions regulate all brand parameters. And the connected asset management tool manages logos, photos and templates uniformly in a central location. In practice this means: Fast help and support for all employees who work with the brand on a daily basis.

• Brand development and management             
• Corporate identity
• Corporate design

For am emterprise as a socio-economic organization, the corporate brand is your unique selling point. That's why the corporate brand deserves your full attention.

A well-known, positively charged corporate brand binds employees to the organization, it opens doors to customers, suppliers and potential new talents, it ties all target groups to the company in the long term and it forms a vote of confidence in the event of any problems.

A poorly maintained corporate brand, on the other hand, reduces employee loyalty, makes the marketing of products and services to customers more difficult and expensive, makes positioning as an attractive employer more complicated and means less or no tailwind in the context of conflict situations.

Checklist: How to recognize a well-known, positively charged, well-managed corporate brand:

• Developed brand strategy (including mission, vision, brand personality)
• Clearly defined responsibilities in the (international) corporate branding team
• A stringent corporate identity and a consistent corporate design as central elements of a brand
• Clear, company-wide uniform rules for all components relating to corporate design and corporate identity
• Appropriate online tools to control brands effectively and efficiently, i.e. an enterprise-wide brand management platform
• If necessary, support from specialized agencies / service providers who have appropriate experience with the development, operation and maintenance of brand management platforms.