As beautifully stated by Allie Decker on HubSpot, “If your business was a person, your brand would be its personality. It’d be how you introduce yourself to new friends (er, customers) and how you build a trusting relationship with them. Your brand is a living, breathing entity … and it’s your job to help it grow and improve.”
And, based on an article by Maggie Gnadt on ReputationManagement.com, in today’s world, brands are at risk of being weakened in value. This is due to certain things that are being done to the products and services that are offered by companies as well as by negative social media reviews, articles, and content about companies. All is not lost, however, as you can mitigate against these occurrences and protect the image and reputation of your brand by managing your own narrative and setting your company apart through brand management. Managing your brand results in the creation of brand advocates, that is, your customers, and it also leads to a lasting relationship with them. An operative brand strategy aims to gauge and give direction to a number of key indicators pertinent to the brand.
Brand management is the management of an organization-wide brand reputation. This is supported by four crucial components of a brand management plan; namely, brand awareness, brand reputation, brand equity, and brand loyalty. It is an enormous undertaking, which calls for various levels of synchronization.
In keeping with the times, eCornell has added Brand Management to its long list of prestigious certificates. Learn about brand purpose, strategy, positioning, planning, activation, and measurement when you pursue this program.
eCornell courses are approved by SkillsFuture Singapore for SkillsFuture Credit as well as by HRDF Malaysia under its SBL Scheme.