Brand management

from Wikipedia, the free encyclopedia

Under brand management or brand management ( Engl. : Brand management ), originally: Markentechnik , refers to the establishment and development of a brand over time. The main goal of brand management is to differentiate one's own performance from the offerings of competitors and to differentiate oneself noticeably from the competition through one's own products or services.

This is based on the knowledge that a brand has a higher recognition value and that the consumer associates characteristic properties, attributes or services with a brand. In this way, the brand should help the consumer to find more orientation among the offers and exude confidence. By developing and managing a brand, a company expects a competitive advantage that should pay off through a higher market share and higher profit . Today, a brand is often presented in monetary terms in the form of a brand value that is added to the company's assets. The aim of brand management is then to use suitable measures to increase this brand value and thus the company value.

With the possibility of brand transfer, a brand also offers the possibility of selling products from other manufacturers under your own brand. One speaks here of a “brand extension” or “brand extension”. If a brand line is expanded, it is called a “ line extension ” or “product line extension ”.

Brand management is increasingly becoming the subject of scientific considerations, which on the one hand want to recognize functions and processes of economic communication measures, but on the other hand also aim to optimize them. Such studies take place primarily in the field of economics and communication studies , but cultural and linguistic approaches are also dedicated to this topic.

The concept of “identity-oriented brand management”, which focuses on brand identity, is a concept that is particularly suitable for brand management of professional sports clubs. In theory, brand identity is an important basis for determining brand positioning.

Origins

The term “brand management” was introduced by Hans Domizlaff's publication The Gaining of Public Trust. A textbook of brand technology (1939) popular. The term “technology” had a positive connotation at the time and stood for new developments and permanent progress. With an increasingly critical view of technology and its side effects from the mid-1970s ( technical skepticism ), the term “brand technology” was replaced by the term “brand management”.

Sub-areas

Brand management focuses on the following aspects:

  • Building a brand;
  • Brand positioning;
  • Brand architecture;
  • Integrated brand communication;
  • Sensory branding;
  • Brand maintenance;
  • Brand expansion;
  • Brand wear ( fire erosion );
  • Brand revival.

Building a brand

The starting point for building a brand is the brand identity . The latter is a brand's self-image and forms the basis for brand positioning (see below). The brand identity expresses what a brand should stand for. The brand image is the external image of a brand that is formed from a long learning process from the consumer's point of view. For a company it is an important goal to build a distinctive brand image with consumers. Positive associations should be evoked with the brand.

A brand is generally created through the long-term development of customer trust in the brand ( brand trust ). The product and service quality , the brand recognition (e.g. through successful product design ) and the acceptance of the brand by the target groups play a central role . It is therefore an entrepreneurial art to launch a successful brand.

According to the Supermarque model by Uwe Munzinger, Marc Sasserath and Karl Georg Musiol, brand preference is created through the interplay of four individual dimensions:

1. How useful is the brand? (Do you offer people something that is important or desirable to them ?; e.g. Google search function)

2. How interesting is the brand? (Does the brand also offer something that makes it interesting or more interesting than other brands with the same benefit ?; e.g. increased attractiveness through the use of Ax-Deo).

3. How unique is the brand? (Is the brand different or better than its competitors in at least one relevant dimension ?; e.g. anti-premium staging of the beer brand Astra).

4. How consistent is the brand? (Does the brand offer a coherent experience at all contact points ?).

Brand positioning

The aim of brand positioning is to place the brand in the consciousness of consumers and to set it apart from the competition. The consumers should get an advantageous impression of the product or the brand itself. The aim is to determine where your own brand is positioned in the minds of consumers. You can either strengthen your position, fill a niche in the market or reposition your competitors.

Brand architecture

In the brand architecture it comes to which such use and many brands a company in which areas and whether the connections between the brands for clients to be made visible. There are hardly any companies that are only present on the market with one brand. The different requirements of the target groups and globalization make it increasingly necessary to appear on the market with several products and to satisfy the needs of consumers (e.g. Unilever ). The complexity of multi-brand strategies should be made more transparent through the brand architecture. The brand architecture differs from the classic brand strategy through a company-wide perspective and the consideration of all brands.

Integrated communication

The Integrated Communication has the task of the various communication activities used a company for a brand conscious content to vote formally and another in time. The purpose is to convey a consistent appearance of the brand to the consumer.

Sensory branding

In sensory branding, the focus is on the systematic addressing of as many sensory stimuli as possible to the consumer. Researchers believe that a multisensory, i. H. Message sent congruently via several sensory channels is perceived more clearly and remembered for longer. For example, the feeling of “crispness” in chips is often supported acoustically by particularly crackling packaging and onomatopoeic naming (e.g. “crunchips”). Sensory branding is a component of sensory marketing .

Brand maintenance

A classic example of brand management: During the discontinuation of coffee beans in the years 1939–1948, the Hamburg company JJ Darboven ran a commemorative advertisement by promoting its replacement coffee : As long as "idea coffee" is missing, | Take "Koff", you have chosen well!

Brand expansion

The brand extension tries to explore whether a brand name - is transferred to new products categories - with or without the addition of a sub-brand. With the help of a common brand name, positive charisma effects should be used mutually for the respective products ( image transfer ).

Brand wear ( fire erosion )

Insufficient maintenance of the brand with regard to logo design , packaging or core performance can make the brand less attractive over time. The same can happen through an excessive expansion of a brand to other products of the same company ( brand milking ).

If sales have already dropped significantly, it is advisable to take the brand off the market.

Brand resuscitation ( Fire Revival )

Revitalizing a brand raises many of the issues that were addressed under “Branding”. In this case, a - very risky - revision of the brand (→ relaunch , repositioning ) is necessary.

Trademark death

Relative and absolute brand death

According to the irradiation thesis, brand death or the “disappearance of a brand” can be relative or absolute. Relative brand death occurs when the brand can no longer radiate part of its qualities to other brands or consumers. In the case of absolute brand death, on the other hand, not only parts, but all of the brand qualities are no longer emitted.

In the case of relative brand death, since a brand still partially exists, it can influence the brand perception of other brands. For example, this is the case with related discounter products that are similar in appearance and design. Despite the loss of a brand, it is still so anchored in the minds of consumers that it influences the perception of similar (possibly competing) products.

Brand perception is not influenced by absolute brand death. The quality perception of subsequent or existing sister brands is also not impaired.

Reasons for a trademark death

In most cases, the failure of an enterprise also causes the demise of a brand. Brand death is not spoken of when a brand is kept alive by buying up competitors or is continued under a new image or name.

The following reasons in particular are responsible for the failure of branding (launches):

  • Distraction from the actual brand through excessive special and discount campaigns
  • Long-term lack of an emotionally charged brand aura
  • Lack of authenticity
  • Lack of innovation potential (traditional brands also have to be adapted to the zeitgeist)
  • Failure to respond to customer requests

People as brand users. Subjective meanings of the brand for the customer.

The establishment of a brand in the cultural consciousness of a society can be associated with the introduction of the brand name as a generic term into everyday language . Famous examples are the brand names “ Tempo ” (for paper handkerchiefs , 1929), “ UHU ” (for all-purpose glue , 1932), “ Tesa ” (for transparent adhesive tapes , 1936) or “Fön” (for hair dryers , 1908). The success of a brand strategy can therefore also be made measurable using linguistic methods.

Individual evidence

  1. ↑ about: Franz-Rudolf Esch: Strategy and Technology of Brand Management. Munich 2008, ISBN 978-3-8006-3537-5 .
  2. ↑ for example: Arnd Zschiesche: A positive prejudice against Germany: Mercedes-Benz as a design system - a sociological contribution to research on prejudice. Münster 2007, ISBN 978-3-8258-0904-1 .
  3. ↑ about: Inga E. Kastens: Linguistic brand management. The language of brands - structure, implementation and impact potential of an action-oriented brand management approach. Münster 2008, ISBN 978-3-8258-1844-9 .
  4. ↑ Christoph Burmann: Identity-based brand management . 1st edition. Springer Gabler, Wiesbaden 2012, ISBN 978-3-8349-2990-7 , pp. 10 .
  5. ↑ Michael Schade: Identity-based brand management of professional sports clubs (=  innovative brand management . Volume 32 ). 1st edition. Gabler Verlag, Wiesbaden 2012, ISBN 978-3-8349-3222-8 , p. 272 .
  6. ^ Paul W. Meyer : Marketing of the industrial branded article. (= Materials on the basics of marketing. Volume 6). Self-published, Augsburg 1986, ISBN 3-921953-14-6 , p. 93.
  7. ^ Günter Schweiger, Gertrud Schrattenecker: Advertising. An introduction. 6th edition. Lucius and Lucius, Stuttgart 2005, ISBN 3-8282-0343-4 , p. 80.
  8. ↑ Quoted from U. Munzinger, M. Sasserath, KG Musiol: In the age of supermarkets. New paradigms of brand management. 2010, ISBN 978-3-86880-095-1 .
  9. ↑ Martin Lindstrøm: Brand Sense: why we can feel, smell, taste, hear and see strong brands. Campus-Verlag, Frankfurt am Main / New York 2011.
  10. ^ Charles Spence: Managing sensory expectations concerning products and brands: Capitalizing on the potential of sound and shape symbolism. In: Journal of Consumer Psychology, Brand Insights from Psychological and Neurophysiological Perspectives. 22, No. 1, January 2012, pp. 37-54. doi: 10.1016 / j.jcps.2011.09.004 .
  11. ↑ Irradiation thesis. In: G. Wiswede: Motivation and consumer behavior . 2nd Edition. Munich et al. 1973, p. 146 ff.
  12. ↑ Schallehn, Mike; Burmann, Christoph, Riley, Nicola: Brand authenticity: model development and empirical testing . Ed .: Journal of Product & Brand Management. 23rd edition. No. 3 , 2014, p. 192-199 , doi : 10.1108 / JPBM-06-2013-0339 .
  13. ^ Inga E. Kastens: Linguistic brand management. The language of brands. Development, implementation and potential impact of an action-oriented brand management approach. Lit, Berlin a. a. 2008, ISBN 978-3-8258-1844-9 .

literature

Books

This article or section needs to be revised. Details should be given on the talk page. Please help to improve it , and then remove this flag.

  • Hans Domizlaff: Gaining Public Trust. A textbook of brand technology. Hanseatische Verlags-Anstalt, Hamburg 1939. (7th edition. Marketing-Journal, Gesellschaft für Angewandtes Marketing, Hamburg 2005, ISBN 3-922938-40-X )
  • Franz-Rudolf Esch : Strategy and Technology of Brand Management. 6th edition. Vahlen, Munich 2010, ISBN 978-3-8006-3717-1 .
  • Franz-Rudolf Esch (Ed.): Modern brand management. Basics, innovative approaches, practical implementations. Gabler, Wiesbaden 2005, ISBN 3-409-53642-6 .
  • Franz-Rudolf Esch, Torsten Tomczak , Joachim Kernstock, Tobias Langner: Corporate Brand Management. Brands as anchors in the strategic management of companies. 2nd Edition. Gabler, Wiesbaden 2006, ISBN 3-8349-0347-7 .
  • Kevin Lane Keller: Strategic Brand Management. Building, Measuring, and Managing Brand Equity. 3. Edition. Pearson / Prentice Hall, Upper Saddle River (NJ) 2008, ISBN 978-0-13-233622-2 .
  • Heribert Meffert , Christoph Burmann , Martin Koers (Eds.): Brand Management. Identity-oriented brand management and practical implementation. With best practice case studies. 2nd Edition. Gabler, Wiesbaden 2005, ISBN 3-409-21821-1 .
  • Henning Meyer (Ed.): Brand Management 2008/2009. Deutscher Fachverlag, Frankfurt am Main 2008, ISBN 978-3-86641-121-0 .
  • Arnd Florack, Martin Scarabis, Ernst Primosch (eds.): Psychology of brand management. Vahlen, Munich 2007, ISBN 978-3-8006-3352-4 .
  • Günter Schweiger, Gertrud Schrattenecker: Advertising. An introduction. 6th edition. Lucius and Lucius, Stuttgart 2005, ISBN 3-8282-0343-4 .
  • Paul Steiner: Sensory Branding. Basics of multisensual brand management. Gabler, Wiesbaden 2011, ISBN 978-3-8349-2788-0 .
  • Oliver Errichiello, Arnd Zschiesche : 30 minutes of brand management. GABAL, Offenbach 2012, ISBN 978-3-86936-352-3 .

magazine

  • Markenverband (Hrsg.): Markenartikel - The magazine for brand management. New-Business-Verlag, Hamburg.