Brand Management Learning Module

Brand management training ,[object Object],[object Object],[object Object],[object Object],The brand management training should take approximately 2 – 2.5 hours. This material was last updated on 14 th December 2011. This work is licensed under Creative Commons Attribution 3.0 Unported License .

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The term used to describe your organisation ’ s history and its creations , which have the potential to uniquely innovate and differentiate your products and services, is Enterprise Cultural Heritage (ECH). Would you like to learn more about the theory behind ECH? Academic paper: Aaltonen, S, de Tommaso, D, Ielpa, G, Heinze, A, Kalantaridis, C, Vasilieva, E and Zygiaris , S ( 2010) Power of the past and SME competitiveness: A European study , in: ICSB 2010, June 24-27, Cincinnati, Ohio, USA 45202. Available online http://usir.salford.ac.uk/12488/ Wikipedia : Open resources about Enterprise Cultural Heritage at Wikipedia page: http://en.wikipedia.org/wiki/Enterprise_Cultural_Heritage Open community : Join our ECH Open Community on LinkedIn: www.linkedin.com/groups?about=&gid=3743528&trk=anet_ug_grppro What is Enterprise Cultural Heritage (ECH)?

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The ECH management approach

The four pillars of ECH management Intellectual Property Management Protect and exploit your intellectual property rights highlighting the heritage assets which can have commercial value for the present and future of your enterprise. Change Management Improve your ability to develop and implement routine processes, tools and techniques which help to innovate and thus continuously adapt to changing customer needs. Heritage Management Optimise your tangible and intangible heritage assets by developing routines and policies for their preservation, organisation and stimulation of present and future enterprise activities. Brand Management Develop and implement processes to track customers’ value judgements about your product or service that help you to better differentiate your enterprise from others by highlighting your heritage assets where appropriate.

Why do you need to learn brand management? ,[object Object],[object Object],Moreover, it can be argued that SMEs are more able to really get to know their customers, understand their needs and design products and services that suit them best.

What is a brand? ,[object Object],[object Object],In other words, “brand” is a term that is used to describe customers’ value judgements associated with a particular product or service or a range of products or services.

What is a brand? Activity ,[object Object],[object Object],[object Object],[object Object],Think about your own company and identify these elements of your brand…

What is a brand? The example of J. Atkinson & Co ,[object Object],[object Object],[object Object],[object Object],[object Object],Here is an example from a coffee shop in Lancaster, UK: Sign outside the shop

What is a brand? The example of J. Atkinson & Co: décor The décor of the coffee room has changed little with 1840’s dark green walls, dark mahogany shelving and tea & coffee canisters still holding the precious contents as they did decades ago. The owners recognise the importance of preserving the heritage of their business, always trying to mend existing tools which create the artisan atmosphere. J. Atkinson & Co owners Sue and Ian Steel www.atkinsonsteaandcoffee.co.uk

Selling vs. Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand management is part of your marketing activities. Marketing itself is an often misunderstood subject often confused with selling. The difference between selling and marketing can be explained as:

What can you use a brand for? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],You can learn more about Ownership in the Intellectual Property (IP) management training module.

Key issues of brand management relevant to SMEs Broadly speaking “ brand management ” is a process that bridges the gap between “ brand image ” and “ brand reputation ” .

Differentiation: Brand image vs. brand reputation ,[object Object],[object Object],OK, so “Brand image” – is a short term impression and “Brand reputation” is the long term impression of your brand by your prospects.

Do you do any brand management activities? ,[object Object],[object Object],[object Object],Think about your organisation and consider what these terms mean for you…

Brand management activities: Example ,[object Object],[object Object],In the last century this might have meant that you needed to listen to your customers when they came to your market stall or your cheese shop, however now you need to listen to your customers online too.

Online brand management tools ,[object Object],[object Object],[object Object],[object Object],Try Google Alerts by following this link: www.google.com/alerts

The key aspect of the brand management process is that it works towards aligning the organisations’ internal vision of its products and services and the beliefs of its customers or consumers (the prospects) about the brand. Brand management description

Aspects of exploiting ECH management Enterprise Cultural Heritage (ECH) management is essentially an approach enabling you to re-use your company’s historic archives and knowledge to preserve and develop innovative products and services which your competitors find difficult to imitate. ECH management therefore fits into the development of your brand positioning. Five aspects associated with brand management and ECH are discussed in the following steps…

Aspects of exploiting ECH: Brand attributes ,[object Object],[object Object],For example, if your products have a traditional and refined image or you have a certain way of producing your services which is valued by your prospects, it is important for you to be aware of these attributes and keep re-enforcing them to your prospects in all your communications – online, print or physical displays.

Aspects of exploiting ECH: Brand attributes activity ,[object Object],What brand attributes does your company have?

Aspects of exploiting ECH: Benefits ,[object Object],[object Object],For example, when Linton Tweeds Ltd, draw attention to their high-quality products, they state that they: “ have been designers and manufacturers of innovative, high-quality fabrics for the women's-wear fashion industry since 1912 and are renowned as the original "Chanel" fabric makers” Through this statement Linton Tweeds Ltd are communicating their distinctive value and the appreciation of the high end fashion industry over a long period of time, hence making their products appealing to those prospects who appreciate high quality fabrics. See www.lintondirect.co.uk/about-us.html

Aspects of exploiting ECH: Benefits activity ,[object Object],[object Object],Do you know how your products and services benefit your prospects? How are you communicating these benefits to them?

Aspects of exploiting ECH: Brand values ,[object Object],You don’t want to have a brand whose values are less appreciated with changing demographics, there is a danger if the numbers of your consumers are decreasing because it has no appeal to younger consumers. An example of heritage values is where J. Atkinson & Co. value the tools and machinery which were passed down through the generations to offer the same high quality authentic tea and coffee experience. However, J. Atkinson & Co have also evolved and integrated the ethical coffee sourcing value which was not uppermost in their minds when the company was established in 1837. See for more www.atkinsonsteaandcoffee.co.uk

Aspects of exploiting ECH: Brand values example ,[object Object],[object Object],[object Object],[object Object]

Aspects of exploiting ECH: Brand values activity ,[object Object],[object Object],[object Object],What are these values?

Aspects of exploiting ECH: Culture ,[object Object],The term “culture” can be simply defined as “ the way we do thing around here”… For example, If you have a family run business that has been passed on through generations, that has caring brand values and you communicate this, then your staff should be treated in the same way thus reinforcing the brand reputation. It is essential that the behaviour of management and employees is consistent with the expectations of your customers.

Aspects of exploiting ECH: Culture activity ,[object Object],What is your company’ s culture? This question might be best answered by your employees…

Aspects of exploiting ECH: Personality ,[object Object],Are you a dynamic and ever changing company or do you cherish traditional values? For example, when choosing print media or photographs associated with your brand try to consider what it is that your prospects see you as and what attracts them and communicate that personality. For example, if you show a caring side of your company by sponsoring local events, you need to keep that personality consistent with other aspects of your business. This will ensure that ECH designs and messages in marketing literature fit this brand personality and associated guidelines.

Aspects of exploiting ECH: Personality activity ,[object Object],What is your brand’s personality?

Summary so far… ,[object Object],[object Object],[object Object],[object Object],[object Object],These are the five Enterprise Cultural Heritage aspects of brand management. Can you remember what each of these aspects means? If not, please go back and revisit the previous steps since the next steps will be based on your understanding of these.

Five ECH brand management steps The following 5 ECH brand management steps are going to help you to develop a continuous process which could be integrated into your management practices.

Step 1: Knowing and understanding your customers’ wants and needs ,[object Object],[object Object],How well do you know your customers and their needs?

Step 1: Knowing and understanding your customers’ wants and needs: Brand equity ,[object Object],[object Object],[object Object],[object Object],Can you measure your brand equity?

Step 1: Knowing and understanding your customers’ wants and needs: Measures ,[object Object],[object Object],[object Object],[object Object],[object Object],Can you now see how to measure your brand equity? For example, have they seen your sponsorships, your corporate social responsibility, use of local produce and increasing use of sustainable production methods; citizenship, are they aware of your positive impact on the community? A common question asking about association is the question “If our company was a person what kind of a person would it be?”

Step 1: Brand equity: Examples ,[object Object],[object Object],[object Object],[object Object],Here are some more examples

Step 1: Brand equity: Activity ,[object Object],[object Object],Now, think about your own company…

Step 2: Creating appropriate and appreciated brands ,[object Object],[object Object],[object Object],[object Object],[object Object],Is your brand memorable to your prospects?

Step 2: Creating appropriate and appreciated brands: example ,[object Object],[object Object],[object Object],Even super brands such as Coca Cola make mistakes: there is nothing wrong with saying “Sorry we made a mistake” and making things right – your prospects will appreciate it and reward you with their loyalty.

Step 2: Creating appropriate and appreciated brands ,[object Object],[object Object],Have you heard about the Social Media Revolution? Well there are some benefits for SMEs and social media can help in listening to your prospects without having to spend a lot of cash – only time. Social Media services such as Facebook and Twitter allow you to develop a community associated with your company which would give you detailed feedback on current and future product developments. For example, by developing a Facebook business page you allow your prospects to talk to you and share their thoughts about your brand. It is your responsibility to monitor social media and learn from the discussions and feedback from your prospects.

Step 2: Creating appropriate and appreciated brands: Activity ,[object Object],[object Object],Have you heard about the Social Media Revolution? Think how you can take part in it…

Step 3: Maintaining the brand over time ,[object Object],Is your market in a downturn or is it only your company? How do you know? Practical examples of this could be having a weekly advert in the local newspaper that communicates your brand values to your consumers. The use of online tools and social media enable you to interact with your consumers. For example, are you using Twitter? - tweeting about the latest developments or publishing short videos (for example on YouTube) and/or sound files and hence developing a “viral element” to your activities, allows your prospect to discover your content and share it with their friends. These could simply be interviews with your employees about their day at work in your company or with your customers…

Step 3: Maintaining the brand over time: Tools ,[object Object],[object Object],Some of these tools sound more complicated than they are…

Step 3: Maintaining the brand over time: Activity ,[object Object],[object Object],[object Object],Try Google trends now – this tool can offer your free access to trends in your industry…

Step 4: Communicating your brand’s values internally and externally ,[object Object],[object Object],Are you a good internal and external communicator?

Step 4: Communicating your brand’s values internally and externally: Examples ,[object Object],[object Object],Employee loyalty is one of qualities that you can develop by communicating your ECH related brand values internally. This can make your company a better place to work. The use of social media networks such as YouTube allows companies to benefit from free and relatively easy to use ways to capture elements of enterprise cultural heritage as illustrated in the example from J. Atkinson and Co , see next page…

Step 4: J. Atkinson and Co video case study ,[object Object],J. Atkinson and Co are good at communicating their ECH values, and their passion for heritage brand values are reflected in many things they do and use…

Step 5: Developing a logical brand structure for all your products and services: Planning ,[object Object],Is there some logic in your brand structure? For example, a cheese manufacturer offering a special edition of a cheese might damage the sales and the reputation of the established product it offers. If for example, a special flavour introduced for Christmas becomes more popular with customers and they prefer this to the taste of the main offering, the firm might need to change to accommodate these taste requirements.

Step 5: Developing a logical brand structure for all your products and services ,[object Object],If in doubt about your logical structure, consider asking your prospects – can they identify the products and services which are aimed at them? For example, if you are manufacturing pet food, you don’t want to offer a product that will be universally eaten by all pets since owners see their pets as different and special. You will have some products that are good for cats, others for dogs. Even within the cat segment you might have long haired and short haired cats therefore each one of your products has to have a logical structure and clear differentiation of the benefits they will bring to the prospects.

Step 5: Logical brand structure: Example Here is a an example of how you could graphically represent your brand items based on the products which target different pet foods

Step 5: Logical brand structure: Activity How would you structure your brand if you used a similar diagram?

Summary of the Five ECH brand management steps Here are the five brand management steps again. As you can see these could fit with your annual cycle of strategic business planning and reviewing since these are aligned to usual quality management such as: Plan – Do – Check – Act … plan…

Brand management in exploiting ECH Remember: brand management is about aligning the organisations’ Identity (internal vision) of its products and services and the Image about the brand.

Application of brand management in ECH ,[object Object],[object Object],[object Object],[object Object],[object Object],Here are some basic brand management activities that any enterprise should be able to consider

ECH brand management training: Summary ,[object Object],[object Object],[object Object],The aim of this brand management training is to develop your understanding of the importance of brand management, particularly from the perspective of Enterprise Cultural Heritage (ECH). You should now be able to…

The development of this training material is a result of a collaborative project; MNEMOS, which researched this area of Quality and Innovation in Vocational Training for Enterprise Cultural Heritage. We would like to thank the following individuals who provided feedback and to improve this training material: Alex Avramenko, Alice Martzopoulou, Alison Kennedy, Anna Catalani, Carmela Gallo, Carolyn Downs, Costantino Landino, Eeva Laaksonen, Elisa Akola, Fiona Cheetham, Grazyna Rembielak-Vitchev, Joe Telles, Josef Svec, Niko Havupalo, Pawel Zolnierczyk, Peter Reeves, Soňa Gullová, Thomas Lemström, Tomas Lehotsky and Tony Conway. To learn more about ECH management you can visit www.enterpriseculturalheritage.org or join the ECH open community on LinkedIn: http://goo.gl/NXtFr This project has been funded with support from the European Commission. This publication reflects only the view of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. Acknowledgements

References – read these if you want to learn more… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The content included in this training material has been compiled by the MNEMOS project team from a variety of sources. The MNEMOS project team reserves the right to change the terms and conditions of use of this training material without notice and any time. The training material is produced for educational purposes only and does not offer legally binding advice. The training material as well as the www.enterpriseculturalheritage.org website are made available “as is” and “as available”. MNEMOS project team makes no representation and does not warrant: a) That the information selected for the training material and the website is comprehensive, complete, verified, organised and accurate; b) That it is licensed by the copyright or database right owner of any third party content to include or reproduce such content in this training material and the website; c) That the training material and the website will be uninterrupted and error-free; and d) That the server from which the training material and the website is available is free of viruses or bugs. Disclaimer This work is licensed under Creative Commons Attribution 3.0 Unported License .

End of Brand Management training To leave the maximised screen press the ESC button on your keyboard. What would you like to do now? You can take a quiz to check your understanding of Brand Management (to do this you need to be registered on the learning platform at http://training.enterpriseculturalheritage.org ) or You can study Change Management next.

Brand Management Learning Module

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