We are analyzing The 40 Most Common Brand Problems and how to overcome them.
Common Brand Problem Number 5: Confusing brand management with product management
Analysis: These are not the same. Brands, if well managed, should have a much longer life than individual products and even product categories. Brand management is much more holistic than product management, encompassing all marketing elements and many of an organization’s other functions.
Key Point: Consumers do not develop relationships with products nor or are they loyal to products. Brands and what they stand for establish the emotional connection with consumers. As Jim Speros of Ernst & Young put it, “Products are manufactured in factories…brands are created in the mind of the consumer.”
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The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education