Brand management through narrowing the gap between brand identity and brand reputation

Article Abstract:

Corporate culture, staff alignment and brand identity all play a role in brand building. Successful brand management can only take place if employees' values and behaviours are in line with the brand values to which the company aspires. Employees represent evaluative brand cues, and the human resources management director should therefore be a significant member of the brand management team. It is important to assess a brand's reputation and compare this with the brand's identity, thus gaining an insight into the need for and direction of change.

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Out of the shadows

Article Abstract:

It is possible to argue that a large proportion of current marketing theory and practice will in the future be regarded as rather ineffective, with marketers and customers being separated. Brand Reality has the potential to transform marketing, but this concept implies that companies must be prepared to make significant changes to their assumptions about brands and branding. Brand Reality marketers will have to focus on managing the overall customer relationship over time, rather than on securing sales.

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Brand mantras: rationale, criteria and examples

Article Abstract:

The concept of a brand mantra, a short three to five word phase presenting the essence or spirit of the brand positioning, can bring benefits for marketing managers. Brand mantras seek to ensure that all a company's employees, along with external marketing partners, know what the brand is to represent with consumers at its most basic level, thus allowing them to align their actions accordingly. Effective brand mantras economically convey what the brand is and what it is not.

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