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Establishing a Brand Scorecard
Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity.
Try This Team Building Outline!
How to build a team that strengthens your business offering through networking.
How To Discover The Social Media Fit!
Every week it seems there is another channel we can use to market our companies. Social Media for one appears to be leaping on to the stage at every opportunity. My inbox is constantly pushing out new sites to sign up to in the promise of delivering to us a new and exciting piece of business. I'm sure, like me, you wonder is it worth all the hype and will they get me any more notice than what I am experiencing with my current nest of sites.
Ask and Discover A Stronger Brand Inspiration
The next installment of my eInterview series is on it's way to this blog. The next interview is with PR guru Drew Gerber and his perspective on the value of your brand in relation to public relations. I am enjoying this effort. It's fun to have people I admire give me their thoughts on branding. What I find especially rewarding is the fact these individuals are so open and willing to share their thoughts with us.

Compliance smells like money.
Compliance is defined as "the act of complying to another one's wishes; acquiescense." In the case of businesses it is the government or a professional organization's wishes that are being adhered to. In most cases it is quite an expensive exercise, that is punctuated with regular audits and scrutiny. Processes are typically put into place that validates criteria and assures the complier that all is well with the company.
Branding Voodoo That'll Smoke The Competition
There are lots of ways that you can approach your brand to make it more effective. Some can be costly, while many are simple and relatively inexpensive. It is the latter that I will outline for you today. They don't take much thought or effort but can impact your brand in a big way.
“Thought Leadership,” the Next Public Relations Frontier
Converging forces are at work to revolutionize public relations as practiced in today’s social media landscape. Business now finds itself compelled to open new channels of communications in its’ quest to influence its’ publics and to establish a position of “thought leadership.” Thought leadership is rapidly emerging as the key to enhancing company, and entrepreneurial, credibility and to influence decision-makers in every field of endeavor.

How Your Brand Values Strengthen Your Business.
How fast do you return a telephone call or an email from a potential lead? I ask myself this every time a lead remarks to me, how quickly I responded. I wonder if perhaps most businesses do NOT return contacts as fast as they could. I try to respond the moment I get a contact. Even if I am busy, I at least try to respond and inform them that I will return their call when I have time enough to respond properly.
The Pros & Cons of Social Networking as a business
The popularity of social networking sites has triggered a rapid rise in companies using these sites as an ideal business development platform. Therefore I decided to reveal the positive and negative factors with this modern advertising method.
Demythologizing the McElroy Memo
In the canon of English-language writings on brands and brand management, few documents possess the stature of the legendary McElroy Memorandum known as "Brand Man". In this article, Stanley Moss offers an analysis of McElroy's narrow focus, how brands have grown up around the memo, and how marketing is now simply a fractional part of branding.
The Seven Deadly Sins of Branding
What do Apple, Nike, Dyson and the Mini Cooper have in common? Veteran branding expert designer David Brier dissects the key liabilities in creating a world-class killer brand, seven to be exact. Citing information from the Wall Street Journal, David offers a succinct message especially useful in these times when intelligent marketing must be senior to all other efforts a business makes.
How to use advertising specialties to build your business
The role of give-aways and gifts in branding
Messy Brand Management | Charlie Sheen and Muammar Muhammad Gaddafi
It’s as old as the very first brand building transactions in the first marketplace on this third rock from the sun. So, as you meditate on what you should be doing in your business right now remember, not only do brands have lives, sometimes they are lives.
The Not Surprising Failure of Corporate Blogging
blogs and brand social network profiles have not gained the trust of traditional information sources such as newspapers, internet portals and personal blogs,

Middle-aged consumers & luxury consumption
For every youthful consumer there is a middle-aged one with more money (and more credit) to spend who would rather like to be noticed too. How does this consumer segment consume luxury goods? What do they associate with? Using the examples of present communication strategies adopted by luxury product marketers and an empirical study, this article argues how they are missing an opportunity and provides managers with a novel way to market their luxury brands, focusing on how middle-aged consumers associate themselves with these brands.
Roles and Responsibilities of Franchisees and Franchisors
Who does what? In the franchise system, there are two roles: franchisee and franchisor. The two work together to create and expand a successful business concept. So what role does each play in relation to the other?
Brand Management - Grateful Dead Style
This article makes the slightly whimsical argument for the Grateful Dead as the exemplar of brand management in the music industry and beyond.

Other brand management Related Articles

THE TRUTH ABOUT BRANDING
Brand. Brand. Brand. Every company today wants to be a brand company. “We are a brand experience company,” or “we have just completed a rebranding campaign” seems to be the new, must-have mantra of organizations. This trend is almost overwhelming and far too often severely misguided.

Branding What Is It
This article is the first in a series on brand management.

Demythologizing the McElroy Memo
In the canon of English-language writings on brands and brand management, few documents possess the stature of the legendary McElroy Memorandum known as "Brand Man". In this article, Stanley Moss offers an analysis of McElroy's narrow focus, how brands have grown up around the memo, and how marketing is now simply a fractional part of branding.
Good Marketing and Stellar Customer Service Key to Small Biz Success
Businesses that don't have the cash flow to build brand recognition with brand management and advertising can still compete. The opportunity to differentiate lies in Internet marketing and sales tools. Here are a few guidelines in helping develop a successful shopping experience from decision to purchase.

Check Your Brand Positioning in 5 Minutes
Understanding brand positioning is very important if you want to correct misconceptions and off-brand opinions of your brand. You may have every intention of analyzing your brand to make sure that it is in a position of strength by participating in scientific research to that end. But first as a litmus test, you might find it useful to do a little under the radar analysis to get a quick feel of your stake holder's opinions regarding your brand positioning. We are going to casually ask them.
Establishing a Brand Scorecard
Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity.
What Do You Stand For? What is Your Brand?
Your brand isn’t just a logo or a marketing scheme. Your brand is the promise of the value your customers will receive. A strong brand not only builds relationships – it nourishes them. So how do you develop a brand that works for you by heralding a clear, compelling message people want to hear?

Do Bean Counters Understand Brand Value?
A company's brand has real value. Brand makes up 48% of Coca Cola's brand enterprise value. But outside of the Fortune 500, do CFO's and financial managers of small to medium size companies understand brand value?
All businesses should strive to create brand presence in their marketplace
Would your customers recognise your brand logo if you only showed them a third of it? What does your strap line say about your USP? Brands are instantly identifiable and there is no reason why businesses of any size should not strive to achieve it. In the eyes of your customers, your brand represents something. What that is is down to you. Think how often you've caught fleeting sight of a colour, a word, or an image as you've gone about your business. Into your mind has flashed something - food; holiday, sport. Whatever it is it has been communicated through pro-active brand management, building reputation and providing a service or goods of some kind. You may or may not buy it - but millions of pounds spent on advertising has ensured that you know what it is! Transfer that thinking to your own market. Build a brand and grow your busines
Your Brand is More than a Logo or a Tagline
Many people in business believe their logo and slogan make up their corporate brand. And while they are integral to a company’s image, there is so much more to what a brand really encompasses.Your company's brand is its evidence of distinction. Your company's brand strategy is the adoption of that brand by everyone in the company and the process by which the promise of that brand is delivered to your customers.
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