Brand management and changing minds

Brand management is all about managing brands and changing people’s minds about a particular brand. But what exactly is a brand? A brand is a promise and brand management is all about creating, making and delivering the promise.

Creating the promise
Creating a promise starts with defining your brand. What do you want your brand to stand for and how different is your brand compared to other brands in the industry? A good brand promise should empathize with consumers and connect with them. It should understand their minds and be capable of changing their minds. For instance, Volvo was successful in changing people’s minds about cars. People saw Volvo as a safe car which would get them to their destination without any problem as opposed to Mercedes which was all about the dynamics of the cars and precision engineering.

Making the promise
Once you have created the promise, it is important to position it in the minds of consumers. Your promise should have the power of association so that consumers can instantly relate to it whenever your brand is mentioned. A lot of marketing and advertising efforts go into creating this unique position for your brand in the minds of consumers.

Delivering the promise
Consistently delivering on the promise involves managing people and processes. People should be motivated to interact with consumers and deliver goods. Processes should be updated and reliable to meet production needs and consumer demands.

Article link: http://changingminds.org/disciplines/brand_management/brand_management_is.htm