Importance of Brand Management
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Importance of Brand Management
brand management and the importance of brand.
Curated by Finn Mclaren
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Brand Management — 13 External Factors That Can Destroy Your ...

Brand Management — 13 External Factors That Can Destroy Your ... | Importance of Brand Management | Scoop.it
This, the third article in a series of 13, examines precarious nature of brand ambassadors and how their external actions can negatively effect your brand.
Finn Mclaren's insight:

Linking your brand with a celebrity can be a great think because of the level of exposer and the innate human quality of believing the product is good if a famous person indorses it i.e. the Allblacks say they drink powerad so therefore it must work. However as this article states it can be more harm than what its worth as many companies either align the product with celebrities that have nothing to do with it, or with celebrities that have large personal blowouts and as they are so linked to the brand by the marketing schemes the personal blow out effects the product just as much as the endorser.

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Rohan Berry's comment, March 21, 2013 9:00 PM
This is a really good article and Finn you have made some very good key points. I think it is a really effective strategy to involve celebrities for endorsing certain products. For example what Finn said about powerade, all black’s fans love and believe in them and that is their weakness because they are vulnerable to believing what they say. The powerade ad, consumers think if the all blacks say powerade is good then it must be. Being ignorant to the fact that they are getting paid to do so by a company. If for instance the product didn't meet the expectations set by the endorser/celeb it would not only affect the product itself, it will affect the endorser too as they were the ones used to set those expectations for a consumer.
Tau Mafi's comment, March 21, 2013 9:59 PM
This article it is really good as it is very effective and can be useful in dealings with resources that can damaged brands and I agree with Rohan with the Powerade scenario as partners with the all blacks in developing their products as in fact that might work but with the acquisition states in the article that can harm the brand if getting the wrong endorsements it does effect sales with negative impact but for that reason it is best finding a partner whom the brand can trust in order for that brand to stay competitive in the market is just to get the right resources for selling as in terms of promotion marketing must assures that they're sending the right message to consumers.
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Strategic Brand Management

Branding and Brand Management | How to Manage your Brand - Business Tips and Small Business Resources by Small Biz 1… (Strategic Brand Management http://t.co/XMwpJNeFqV")...
Finn Mclaren's insight:

Branding is defiantly one of a company’s most valuable asset, as a company’s brand is how customers identify and differentiate brands and there products from others. A company’s brand should signify more than just a name it should encompass what they are, what they believe in, what they do and how they want people to think of them. Creating a good brand is a hard and slow process. However once a brand is created the work is not finished as a brand should be ever changing and adjusting its self to keep the company positioned towards its target markets.

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Rohan Berry's comment, March 21, 2013 9:20 PM
I agree with what Finn has said about the formation of a brand being a slow and never ending process. Once a brand has established a good relationship and reputation with its consumers, it cant just stop there. Brands have to maintain those relationships by keeping to their promises otherwise they will not only lose their existing customers but will also stop attaining new consumers. With how the dominance of social media today is increasing, it is just a click away that thousands of consumers could find out about a bad experience of just one consumer within a matter of seconds, therefore building or maintaining a brands reputation is progressively getting harder.