Algonquin College School of Media and Design

Brand Management: The Industry

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 Coca–Cola.

 What’s the first thing that comes to mind?

Is it the product itself? An experience? A feeling?

Whichever it may be, that’s branding.

It’s an exciting and innovative field in the marketing communications industry that is composed of many different aspects of marketing.

Creating, building, maintaining, and/or changing a brand image is what brand management is about. It’s the strategic marketing strategies that establish a position in the market and in the mind of consumers. It’s the behind–the–scenes of everything coming from a brand, from the name to the logo to campaign concepts to the type of content shared on social media. Everything a brand says, does, or is involved in, must adhere to and reflect the same values as one consistent image and voice in order to build a strong and respected brand position.

A big picture perspective while conducting market research is important to utilize, as brands must research, analyze, and evaluate both internal and external factors in terms of how they could influence their image. It’s a hugely significant part of the process – in fact, this job never truly ends, as the industry is fast–paced and quickly evolving, meaning trends, technological advancements, and social conversations could always affect a brand’s image.

As every brand needs a team behind it to contribute to it’s image, the industry is always full of exciting opportunities.

 

 

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