Brand Management - Beyond Marketing
Below is a MRR and PLR article in category Business -> subcategory Marketing.
Brand Management: Beyond Marketing
Summary
Traditionally, brand management has been the responsibility of a company's marketing team. However, with the rise of the internet and the demand for instant information, public relations (PR) professionals are taking a more active role in this crucial area.
The Evolving Role of Branding
A brand is often seen as a name, sign, or symbol that distinguishes a company's products from others. But according to Colin Bates, a brand management expert at BuildingBrands.com, a brand is much more than that. "It's a collection of perceptions in the mind of the consumer," he explains.
Branding goes beyond a logo. It's anything that people associate with an organization, including advertisements or news articles. This makes brand management vital, and it’s where PR professionals play a crucial role.
Communicating Brand Persona
Public relations experts must do more than relay news to the media; they need to communicate the organization’s persona. Take Google, for instance. Known for its iconic search engine, Google has worked hard to ensure its brand stands for quality and technical innovation.
Unlike many search engines, Google maintains a clear separation between its search results and advertising. Its results, which dominate the page, are generated independently of advertising payments. Google emphasizes this whenever it speaks to the media, making it a core part of its brand identity.
The Role of Media Analysis
Effective brand communication requires careful management. If a brand’s message isn’t reaching its audience, PR teams can analyze media coverage to make necessary adjustments.
By tracking key messages in media reports, PR teams can measure how well the organization communicates. They can identify terms to avoid or emphasize for clarity. This analysis also involves comparing media coverage with performance indicators like sales and stock prices to gauge brand perception.
Conclusion
To many companies, brand is as crucial as the products and services they offer. Thus, it must be carefully managed. Public relations professionals are essential in shaping and maintaining a brand. Their responsibility extends beyond communication?"they must remain vigilant through continuous media analysis.
In essence, effective brand management is a collaborative effort beyond marketing, requiring active involvement from PR to ensure a coherent and compelling brand presence.
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