{"id":3300,"date":"2019-06-27T10:32:59","date_gmt":"2019-06-27T10:32:59","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=3300"},"modified":"2025-04-19T14:16:44","modified_gmt":"2025-04-19T12:16:44","slug":"what-is-brand-management","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/what-is-brand-management\/","title":{"rendered":"What is brand management?"},"content":{"rendered":"
\"DSM<\/div><\/div>
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\u201cBrand: Is not logo, not what it looks like when I look at your product. A Brand is a shortcut, it\u2019s a shortcut for all the expectations I have for what you\u2019re about to do for me. It\u2019s a shortcut for trust, for promises, for conversations. A brand that\u2019s worth something, is worth something either because you can sell more of it or make more of a profit for each one you sell. That\u2019s it. If you can\u2019t sell more, or can\u2019t get a premium, you don\u2019t have a brand. Cause people aren\u2019t showing up investing their emotion in what it is you sell.\u201d\u00a0<\/em>Seth Godin<\/em><\/p>\n<\/blockquote>\n

Many people will have a very simplistic notion of what a \u2018brand<\/a>\u2019 is. Some people may think that a brand is merely a logo or a tagline. Yes, these elements do play a very key role in how a customer recognises a product and\/or service.\u00a0 However, these are not the be-all-and-end-all of what a brand actually is. And it is the task of the brand manager to make sure that the brand is managed correctly.<\/p>\n

What is a brand?<\/h2>\n

A brand does indeed consist of what a product and\/or service looks like. However, a brand is also about the feelings and associations that a customer has about the particular product and\/or service that the product covers. Let\u2019s take McDonald’s, as an example. Yes, the golden arches are an iconic symbol of this fast-food chain. However, the McDonalds brand also consists of what its customers think about the brand and why \u2013 when they want a particular food \u2013 the first place that they think of is McDonald’s.<\/p>\n

A brand manager protects a brand\u2019s reputation<\/strong><\/h2>\n

A brand<\/a> is nothing unless it can maintain \u2013 in the minds of their customers \u2013 the reputation that they will deliver on the promises that they make to their target audience. If the customers begin to feel that the company is no longer delivering on the services that they promise to offer, they will soon go elsewhere. And, it\u2019s very likely that once this happens that the customers will stay here depending on whether your competitor ends up impressing them and meeting their needs.<\/p>\n<\/div><\/div>