BrandMaker.com - The brand management process: Targeted guiding of brands with BrandMaker
Company X wants to increase its brand value by a consequent pursuit of the brand objectives and a concrete implementation of the measurements. To provide a more transparent and easier realization of this objective to the brand management process participants, the company is using the BrandMaker module “Brand Management”.
The qualitative and quantitative objectives that result from the corporate and the brand strategy are documented in the Brand Management module. The data is there displayed with respect to the requirements of the company. Parameters which have to be considered may be product groups, countries and segments.
From the sales figures to customer satisfaction – all data concerning the brands get measured. Monetary and quantitative data are imported from the ERP system via a standardized interface. The market research institute Y is collecting all the qualitative parameters. Afterwards, the data can be imported into the Brand Management module. By this process a target/actual comparison is carried out.
The data of the brand objectives is also transferred to the Marketing Planner by Brand Maker. When planning their activities, the marketing employees determine in what extent an activity is contributing to the achievement of brand objectives. This is handled via an easy scala, on which is defined to what extent a measurement is pushing the brand objectives. The so attained data is transferred back to the module “Brand Management” and gives information about the direction the planned activities are heading. The management of company X is informed by automatic alerts when the communication plans are not according to strategy any more.
Thus, the marketing activities are enterprise-wide focused on the brand, the company is increasing their brand value continuously.
The qualitative and quantitative objectives that result from the corporate and the brand strategy are documented in the Brand Management module. The data is there displayed with respect to the requirements of the company. Parameters which have to be considered may be product groups, countries and segments.
From the sales figures to customer satisfaction – all data concerning the brands get measured. Monetary and quantitative data are imported from the ERP system via a standardized interface. The market research institute Y is collecting all the qualitative parameters. Afterwards, the data can be imported into the Brand Management module. By this process a target/actual comparison is carried out.
The data of the brand objectives is also transferred to the Marketing Planner by Brand Maker. When planning their activities, the marketing employees determine in what extent an activity is contributing to the achievement of brand objectives. This is handled via an easy scala, on which is defined to what extent a measurement is pushing the brand objectives. The so attained data is transferred back to the module “Brand Management” and gives information about the direction the planned activities are heading. The management of company X is informed by automatic alerts when the communication plans are not according to strategy any more.
Thus, the marketing activities are enterprise-wide focused on the brand, the company is increasing their brand value continuously.