Objective: To monitor brand perception and adapt it to changes.
The “Brand Support and Management” stage is the process of continuous brand monitoring, adjustment and development to maintain its relevance, recognition and compliance with the company’s strategic goals. This stage begins after the brand is introduced and continues throughout its “life”.
Brand Management Objectives
Maintain integrity and consistency.
Maintain a positive perception and reputation with the audience.
Adapt to changes in the market and customer preferences.
Increase customer loyalty and strengthen their connection with the brand.
Basic steps
1. Perception monitoring
Continuous analysis of how the brand is perceived by the sweden email list target audience:
Feedback Collection: Analyzing customer feedback through surveys, reviews, comments on social media. Example: A cosmetics store asks customers if they are satisfied with the new packaging design and product quality.
Reputation Analysis: Using tools to monitor brand mentions online and on social media. Example: A coffee shop monitors Google reviews and responds to comments on Instagram.
Metrics assessment: Analysis of brand awareness, repeat purchases, and social media engagement. Example: A water delivery service tracks the growth of repeat orders after an advertising campaign.
2. Visual identity management
Keeping visual elements relevant and consistent:
Branding Control: Ensure that the logo, colors, and fonts are used correctly across all platforms. Example: A small restaurant chain develops a branding guide to ensure that all banners look the same.
Brand Element Update: When needed, restyle a logo, packaging, or website. Example: A clothing store redesigns its logo to make it more modern.