BrandMaker.com - Integrated brand management process with BrandMaker

Brand Management

The BrandMaker module Brand Management captures the qualitative and quantitative brand dimensions and connects them with the company's brand objectives. For this purpose, the brand objectives are stored in BrandMaker and market research data is automatically uploaded via standardized interfaces. BrandMaker automatically structures the data and displays them in a brand scorecard. This scorecard thus gives an overview of target achievements and of the brand's perception. The BrandMaker Brand Management module enables you to fully exploit the potential of your market research data. Our solution ensures that your communication stays on track and informs you in time whenever the communication strategy requires adaptation.

Process Overview:

1 – Definition of brand metrics and contents of the brand scorecard: The brand metrics to be evaluated and the contents of the brand scorecard are configured in BrandMaker. A connection to import research data from market research institutes is realized via standard interfaces.
2 – Entry of further data by marketing: The central marketing department can view the uploaded market research data, enter further marketing data and generate reports of aggregated performance and brand metrics.
3 – Entry of further data by other employees: If entitled to do so, also other employees, e.g. colleagues from sales, can contribute data to the brand scorecard.
4 – Reports and analyses: BrandMaker on demand creates analyses, reports and graphical evaluations regarding brand management and performance metrics.

The BrandMaker Brand Management consists of the following components:

• Automatic import of market research data.
• Recordation of the brand targets and planned-actual comparison.
• Display of the data for different business units, segments and brand dimensions, according to your company's specific requirements.
• Presentation-ready output of graphical evaluations and reports.
• If necessary, several company brands are integrated into the module.
• The Brand Management is optionally connected with the Marketing Planner. For each operational activity, marketing employees can estimate, in which way it contributes to the target achievement. This information is additionally recorded by the Brand Management Module.