Talk:Brand management/Archives/2012

brand manager's responsiblities in IT, Consumer durables, and FMCG

there is no difference among responsiblities of a brand manager in IT, consumer durables and FMCG some times in case of FMCG there may be difference

Moved for salvaging

I've moved the following from the article to here for possible salvaging. As is it is highly promotional and almost entirely unsourced. --Ronz (talk) 21:46, 26 June 2008 (UTC)

Turns out there are WP:COI problems with it as well. --Ronz (talk) 14:52, 30 June 2008 (UTC)

The Brand Architect

The business of brand development – as a profession – is still relatively new. Of course, there have been 'brands' going back to the turn of the century, but the way brands have been traditionally recognized is through their packaging, signage and trademarks. So, prior to the advent of modern brand development in the late 1980's, branding was thought of primarily as identity development and to a lesser extent packaging development. As identity and packaging systems are primarily creative expressions, brand development was thought to be a creative director's discipline.

Need For A New Professional Discipline

With increased competition, international trade and segmented markets, it soon became clear that strategy was just as important as creative expression in producing viable, successful brands. An opportunity emerged for a hybrid player who understood the strategic imperatives of target marketing, drivers of preference, audience profiling, and brand positioning AND also understood that great strategy needs a great execution if the brand message is to cut through the clutter – that great execution is also dependent on more than just a great copy line or a clever visual. Successful implementation of brand strategy is also dependent on an understanding of the growing complexity in modern communications with its many marketing and advertising choices. This includes the concept of 'touchpoints', the primary point where a customer comes in contact with the brand. For a bank, for instance, it may not be ads on TV, but instead the credit card their customers carry around with them. For an airline, it may not be the logo on the tail of the airplane, but the sound of the person taking a reservation over the phone or the quality of the in-flight meal. Brand Architects, who may come from the business side or from the creative side, appreciate this complexity.

Definition

Because brands have become such an important component of company success, they have given rise to a new professional discipline — an experienced in-house leader or outside consultant who blends strategic, behavioral and creative skills and who is experienced in all communication medias — from print to broadcast, from the internet to live venues. This new professional role is the Brand Architect, a term coined in 1991 by Richard Seireeni. Brand Architects are the bridge between strategy and expression, and they understand that effective brand programs must first find consensus within the organization.

Brand Architects may come from various backgrounds, including but not limited to business strategy, corporate identity, communication design, marketing, packaging, experience design or digital media, but they share a common point-of-view. Experience has taught them to see the brand development process as a knitting together of the whole. Brand Architects understand that successful brand action must reflect business objectives, market dynamics, corporate culture, the qualities of product and service, and the desires of various, often highly segmented audiences. And like architects who design buildings, Brand Architects are able to express solutions in ways that make an impact that is both strategically sound and emotionally powerful.

Examples

Over the last fifteen years, many businesses have begun identifying this new professional discipline. Here are a few examples:

Eric Ryan is Brand Architect for Method, maker of eco-friendly cleaners.
Scott Bedbury, self-described Brand Architect and CEO of Brandstream Inc.
Indeed, a job search site shows multiple listings for Brand Architect
Phil Dusenberry Ad Pulp refers posthumously to one of the world's most famous ad-men as a Brand Architect
Circle Brands, a brand and marketing firm, refers to its professionals as Brand Architects.
William Berenson likewise refers to its professionals as Brand Architects.

One Brand Architect, Philippe Mihailovich, describes the role of a Brand Architect as, "... giving meaning to a brand in people’s minds. In that sense it is a form of psychology. We (brand architects) are architects of perceptions."

External links

Additional reading on the role of the Brand Architect: The Brand Architect: Bridge Between Strategy and Expression
Musings on the Brand Architect: Brand Architect: Thinking and Observations of Patrick Collings

I have added these two. e--79.70.182.119 (talk) 21:03, 18 August 2008 (UTC)

I've removed them per WP:EL. One is a blog, the other an essay that is off-topic. --Ronz (talk) 04:55, 19 August 2008 (UTC)

Headline text

brand managemnt is the intergal part of business managment.brans means a promise.it is a rpmise to the customer on behalf of the manufcaturer about the quality ,price,avoidance of pilferage,and mis condcut and thereby keeping the goodwill of the company. —Preceding unsigned comment added by 123.252.218.58 (talk) 17:58, 31 July 2009 (UTC)

This article is not a how-to

This article is not a how-to nor a venue for promoting services. --Ronz (talk) 16:35, 29 September 2012 (UTC)