By M. Isi Eromosele

Brand management focuses on providing the consumers a perceptible value beside the offer of the company. The brand manager does this by forming constantly the image of the brand. The brand image the consumer will have is developed through the process of decoding, translating all the emitted signals related to the brand.

The task of the company is to transmit the message of the brand identity in order to induce from the customer positive feedback and reactions in the form of purchase and brand loyalty.

The most typical problems of getting desired image and feedback are the following:

 

Rival messages

Buyers meet several thousands of messages every single day, out of which only 5 percent is noticed and only 1 percent induce some kind of reaction in the target group. Without strategic effective brand messaging, it is very hard to reach the target with the brand message.

Ineffective brand identity

The targeted buyers may reject the positioning of the brand as not meeting their expectations. They may not believe the message or they may not feel the need for the advertised specialties of the brand. If the reaction to the message is negative, then the buyers reinterpret or reject it. Generally, the closer the brand identity is to the currently perceived image is, more efficient it will be.

Other messages related to the brand

A company cannot control all the information related to its brand. Consumers can obtain information from other consumers, from their own experiences or seeing somebody during their use of the product or consumption from other sources, like the Internet. A malignant registry on a blog site can cause serious distortion in the image of the brand.   

Ineffective messages

The creative nature of the message can have a great influence on the effective mediation of the brand identity. The content, the attractiveness and the chosen form of communication can all develop the number of persons getting and reacting to the message.

Wrong choice of media

The choice of media has an important role in reaching the highest number of the target group and to what extent it will raise confidence in the buyers mind about the brand.

Finding The Right Level Of The Brand

Every brand wants to reach the highest level of emotional charge, but it might not always be the wisest ambition. First, to maintain the brand image at the highest level of social recognition is very costly and necessitates the consistency of the credibility over a long period of time.

Secondly, the higher the emotional charge and more concrete the positioning is, the more the brand is vulnerable against the potential market changes. Instead of targeting the highest level, it is more reasonable to investigate which level might be realistic and well founded for the brand.

The interpretation of two essential aspects will determine the level of the brand:

1. What the brand does for the formation of its image; the brand activity; 2. the customers attitude towards the brand; customer interaction.

Four Pillars Of Brand Management Strategies

There are four pillars of branding strategies which are key parts of the brand activities:

The most powerful brands intertwine the four pillars into one massive mixture by directing the customer interaction toward the desired image through brand activities supported marketing strategies.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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