Brand Management: Tool for Persistent Brand Image
With the emergence of a number of brands in the market there is increasing competition towards retaining market share. The sole objective is to come within attention of people. A brand is something that is established internationally and has customers across the world. In this respect there are several local brands that work in a small niche. However the size does not matter as it is the aspiration level to get noticed by the target audience makes all the difference. This has been made possible by employing suitable brand management techniques. Practices of Brand Management Brand Management is a systematic procedure that employs diverse tools for maintaining the brand image of a company in a sustainable manner. There are certain platforms by which Brand management takes place. It is something to influence the minds of customers. In case of already existing brands it aims towards making activities to rejuvenate the brand name once again. For new brands it is a completely new beginning to create a stand in the minds of target audience while competing with the other existing brands in the market. This is however a daunting task for the new entrants as competition is severe and people already have a suitable alternative for their needs. Brand consultants work towards gathering information vital information about the service delivery gaps as present between company and customers and tries to frame strategies towards developing a brand that better address those end points. Tools for Brand Management There are several ways by which companies maintain their stands in the market. Brand management practices have seen significant changes since inception. With the advancement of technology the practices and procedures have been revolutionized and have been made in a way to deliver requisite results as favourable to the organization. The tools as prevalent for establishing a brand in the market and subsequent existence for a long period of time are mentioned below. • Online promotion With the increased access to online services most of the people prefer doing their work online. This is one of the effective ways of direct marketing. Online promotion is quite significant as it has no spatial and time constraint and thus can effectively address a wider group within a speculated time period. • Impact of Social media Social media is considered a vital platform in the digital era. It is a place where people connect with their friends and peers. Thus a brand promotion in a social media can lead to subsequent preaching and referral in course of time. Brand consultants design strategies so that it does not appear to be a forceful application but rather a natural one. • Email Marketing This is a revolutionary procedure to address individual audience. It involves sending a piece of formal information about a brand to people directly into the mailboxes. It helps to gather individual perceptions about a brand. Brand maintenance is necessary to keep the brand image prominent in the minds of target audience, and brand consultants extend all sorts of assistance starting from idea generation till development of a brand.