I believe we all agree that the marketing environment has been evolving and changing. This situation will continue, and usually in very significant ways. Changes in consumer behavior, innovative technology, government regulations, competitive environment and the firm’s own strategies can greatly affect a brand’s image, meaning, and other aspects of a brand’s equity. The challenge of effective brand management lies in the proactive strategies to at least maintain, if not enhance your brand’s value. FiG will spend the next 2 weeks discussing some brand strategies to reinforce brand meaning and adjustments to marketing programs to identify new sources of brand equity

customer service and product quality that has positioned McDonald’s as a market leader in the fast food industry, as well as garnered the company brand equity with customers.

The key to building brand equity is establishing a strong brand identity and communicating it consistently over time. Reinforcing and strengthening a brand can be accomplished in several ways:

It’s all about quality.

One of the first steps in successfully establishing a brand is to provide customers with a high-quality product or service. High-quality brands acquire a larger market share and achieve higher profitability than low-quality brands. Customers’ confidence in your brand should reflect your own. The quality should also be kept consistent. Any flaws or mistakes must be immediately addressed to prevent customers from adopting a negative perception of your brand.

Establish a clear and unique position.

Determine where you want your company to stand among competitors. The strongest and most successful brands have a distinct position in the marketplace. A brand position can be achieved by several means, including product superiority, added features, experience, service quality, innovation, product warranties, guarantees, packaging, brand name, image, service promises and many others. Combining many of these elements is instrumental in distinguishing a brand from its competition.

Build a strong foundation.

Before your brand can branch out, the entire company must understand the brand’s values and positioning. Management should ensure that staff members are trained on how to provide quality service and communicate the company’s mission and services or products effectively.

Spread the word.

Communication plays a vital role in developing a thriving brand. There are many ways to generate awareness of your brand, including newsletters, direct mailings, print ad campaigns, public relations and marketing campaigns, and Web sites. Research has shown that using multiple tactics to touch your customer is the most effective way to develop your brand equity. Additionally, using repetitive messaging will strengthen your brand by increasing the odds of familiarity within the target market.

Practice makes perfect.

Constant use of a brand reinforces brand equity and increases its awareness among key audiences. A brand that is applied to every level of service, from receptionist to CEO, will effectively establish familiarity with a company’s offerings. Have a consistent message that customers and prospects receive about your company.

Plan for the future.

A company that does not completely invest in its brand cannot expect to reap benefits from its use. A brand must be incorporated into long-range company initiatives to successfully build awareness, communicate the brand’s message and create customer loyalty.

The entire company must support the brand in every facet of its operation. Over time this commitment will allow the business to receive the benefits of brand equity—devoted, long-term customers and vast market share.

Strategic Brand Management Process

Brand management is consciously providing a product with an identity that is understood on all levels. This means both internally and externally and includes customers, employees, suppliers, and vendors. Understanding the niche in which the product resides gives it a relevant differentiated benefit (RDB). This translates into the purchase of that product over that of a competitor.

As a brand, the game is one of being defined or being self-defined. Good examples of this are eBay with its reputation for system failures/outages and Amazon.com with its reputation for being the bookseller of choice online. On the one hand, eBay is being defined by its inability to guarantee 24-7 performance to its users. Rather than basking in the celebrity status as the first online auction site, it is blinded by the limelight of adverse publicity for system failures. On the other hand, Amazon.com took its first mover web site advantage and leveraged its presence to include selling additional goods besides books. Each represents a very different branding story.

Good branding begins with knowing what makes the product special and exploiting its advantages. Branding may be for a specific product or could cover an entire corporate image. As an example, Bavarian Motor Works (BMW) is known as the "ultimate driving machine." This rallying cry applies to all its products to include automobiles, motorcycles, and sport utility vehicles. BMW's communication strategy and brand equity comes with its message about speed, driving, and handling. Similarly at General Motors (GM), products do not merely have a single brand identity. GM has multiple products and uses multiple venues for their individual products. Its automobile selection ranges from Corvettes to Cadillacs. As an example, Cadillac's branding message extols the virtues of art and science. Cadillac showcases proactive safety features; precision all weather controls; and infotainment luxuries such as Onstar, the in-vehicle safety, security and information service that uses Global Positioning System (GPS) satellite technology and wireless communication to link the driver and vehicle to 24-hour real-time, person-to-person help. However, GM stands for one thing and has an identifiable rallying cry.

Branding is a cyclic process with three elements. First, there is the brand reality. This consists of the product's identity, its differentiating features, and its niche. It is the "What I am" about the product. Second, the brand reality gets exposure from communications. This comes in many venues to include the media, advertising, public relations, and training. Every communications outlet/forum should consistently communicate the same message about the product. Third, product development follows and considers the future. Product development is built upon year after year and is predicated on brand identity. It is difficult to alter what the public perception of a product is, so changing image can happen only incrementally with smart communications.

Solid ideas equal progress. Be a constant advocate for defining and reinforcing brand management (image). Select and communicate no more than three messages. Then prove them, teach them, reward them and love them. Most importantly, make certain the message is the "right" thing and goes into all the communication about the product or company.

Brand management is the philosophy and core behind all business development. The rallying cry defines and makes for both an internal and external image/presence. Constantly refining the rallying cry is part of brand management. Branding is the arena that puts the "big picture" perspective into focus and determines where the company takes and makes its future.