The 9 steps of Brand Management. Please email us with your name and company name to sales@ideazfirst.com for a downloaded copy of this presentation.

1. Brand Management
The 9 steps of Brand Management
Innovative Ideas. Better Business
Ideaz@ideazfirst.com

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Step 1: Consumer Insight
1. Building holistic understanding of consumers
2. Planning market research
3. Interpreting market research
4. Synthesising and sharing consumer learning
5. Generating inspiring consumer insights
6. Anticipating current and future consumer opportunities

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Step 2: Marketing Strategy
Development
1. Analysing market trends and growth drivers
2. Creating a vision of market and channel potential
3. Anticipating competitor actions
4. Constructing brand portfolio strategies
5. Building required marketing capabilities
6. Providing input into the business planning process

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Step 3: Brand Equity Management
1. Defining the Key Positioning
2. Developing the Key Vision
3. Formulating Key Extensions
4. Aligning brand business plans with the BrandKey
5. Strengthening the brand mix
6. Assessing brand health

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Step 4: Communication Channel
Management
Investigating communication channel opportunities
1. Defining communication tasks, targets and budgets
2. Developing creative Communication Plans
3. Implementing integrated communication campaigns
4. Evaluating campaign cost efficiency and effectiveness

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Step 5: Brand Communication
1. Developing inspiring briefs
2. Building successful agency team relationships
3. Judging creative proposals
4. Developing outstanding communication campaigns
5. Guiding outstanding brand packaging design
6. Evaluating communication effectiveness

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Step 6: Brand Innovation
1. Creating a spirit of innovation
2. Exploring consumer and technological opportunities
3. Generating creative innovation ideas
4. Designing winning innovation concepts
5. Managing the innovation project portfolio
6. Driving innovation projects through the funnel
7. Launch planning, implementation and evaluation

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Step 7: Brand Activation
Converting brand strategies into innovative activity plans
1. Developing close marketplace connections with consumers
2. Implementing consumer activation programmes
3. Driving brand visibility and channel presence
4. Managing prices, profit margins and budgets
5. Monitoring market developments and brand performance

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Step 8: Channel & Customer
Marketing Development
1. Assessing channel and customer developments and opportunities
2. Interpreting trade partner marketing needs
3. Contributing to Category Management
4. Developing channel and customer-specific marketing plans

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Step 9: Active Market Learnings
1. Seeking and applying marketing best practice
2. Analysing and capturing learning
3. Promoting and communicating learning
4. Experimenting to create new knowledge

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13. Thank you
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