Brand management مدیریت برند تیم مشاوران مدیریت ایران IranMCT Http://www.IranMCT.com

1. BRAND MANAGEMENT
Dr. Seyed Reza Hosseini
Http://www.IranMCT.com

2. WHAT IS BRAND MANAGEMENT?
• Brand management is a
philosophy and a total
approach to managing
companies, and as such
includes much about
changing minds.

3. WHAT IS A BRAND?
• Apple is the most valuable
brand in the world, with the
name alone worth billions of
dollars.
• But why?
• What is a brand?

4. WHAT IS A BRAND?
A brand is a promise
• It says 'you know the name, you can trust
the promise'.

5. WHAT IS A BRAND?
A brand is an associated image
• logo acts as a short-cut to remind us of the
brand promise.
• The logo uses color, shape, letters and
images to create a distinctive image that is
designed both to catch our eye and to
guide our thoughts in the right direction.
• he brand may also be associated with
tunes, celebrities, catchphrases and so on.

6. WHAT IS A BRAND?
Everything and everyone is a brand
• everything is a brand, because we build our
understanding of the world by creating
associations about everything.
• Even words are brands. When I say 'speed',
you will conjure up images of fast cars, etc.
• People are brands, too. When people hear
your name, they will recall the image they
have of you.
• In a company where people are visible to
customers, such as a service business, the
people are very much a part the brand.

7. WHERE DOES IT START?
• Brand
management
starts
with
understanding what the ‘brand' really
means. This starts with the leaders of
the company who define the brand
and control its management.
• It also reaches all the way down the
company and especially to the
people who come in contact with
customers or who create the products
which customers use.

8. WHERE DOES IT START?
• It is simply far too important to
leave to the marketing
department.
• The CEO should be (and, in fact,
always is) the brand leader of the
company.

9. BRAND
MANAGEMENT
Http://www.IranMCT.com