Marketing research is closely related to brand management in various ways. For instance, managing agencies that deal with advertising and media, brand positioning, and brand architecture are part and parcel of the key operations that are usually executed during marketing research.
When a particular brand is well managed, it becomes quite easy for the targeted customers to be reached out. High brand awareness is a perquisite in marketing of any organization or product. A brand must be compelling enough so that customers can increase their loyalty. Nonetheless, customers’ trust cannot be adequately generated by brand management only (Berthon, Ewing and Napoli 36).
For instance, the touch points of the brand recognized by customers and the brand experience of the targeted market should be consistent with advertisements. In other words, customers are largely interested at experiencing a particular brand according to the message contained in the advertisement.
Hence, a particular brand may suffer if its overall strength lacks credibility. Customers usually desire to be told the truth about a particular product being marketed. Significant deviations from the information contained in the brand may easily lead to poor market reputation of a brand.
Perhaps, the most effective way of marketing or advertising a product is through internal brand management. Recent empirical research studies have indicated that strong brands can only be managed through internal processes. It is vital to mention that the contemporary business world is filled with similar product offerings (Berthon, Ewing and Napoli 35).
In addition, product imitation through innovation and invention has led to intense competition to an extent that consumers find it difficult to make appropriate choices when shopping. This explains why organizations should build strong brands that cannot be easily imitated. Better still, it is the duty of brand managers to pursue higher levels of innovation and invention so that the changing tastes and preferences of consumers can be satisfied.
Weaker advertising effectiveness, decreasing brand loyalty, and customer price sensitivity are some of the emerging challenges facing brands which were previously strong. It is a clear indication that the marketing strategies being employed by an organization at the present moment may not necessarily be effective after a few years.
Therefore, brand managers in organizations are bound with the core role of making sure that particular brands remain viable and competitive. Companies should re-orient themselves on a regular basis so that they can be in a position to match their production with the needs of consumers (Burmann and Zeplin 286).
Sustainable competitive advantage can be acquired by undertaking a strong internal brand management. Other market rivals should not find it easy to threaten or copy a well sustained brand. A high price premium, market share, customer loyalty and the overall brand positioning are some of the key aspects that brand managers should consider when strengthening specific brands.
At this point, it is vital to mention that employees can be directed appropriately in assuming a proactive position in brand management. For example, all decisions pertaining brand management should not merely involve the top management. Employees should also be part and parcel of brand management. Employees are special vessels that are eventually used to market a particular brand and therefore, they should be involved in the process of brand management from the beginning.
There are quite a number of organizations that still make use of marketing professionals in marketing their brands (Burmann and Zeplin 286). However, this may not be the right perspective especially in the modern business world. Involving the rest of employees in brand management is also a major strategy for motivating the entire workforce.
Works Cited
Berthon Pierre, Michael Ewing and Julie, Napoli. “Brand Management in Small to Medium-Sized Enterprises.” Journal of Small Business Management 46.1 (2008): 27-45. Print.
Burmann, Christoph and Sabrina, Zeplin. “Building Brand Commitment: A Behavioural
Approach to Internal Brand Management.” Journal of Brand Management 12.4 (2005): 279-300. Print.