Breaking Down Prejudice and Analyzing the Two Core Functions of Brand Managers

If the economic situation is not good, companies must streamline departments, I think bosses will prefer to abolish the brand department. Because the brand department is a department that only spends money without seeing results. Although the brand department is responsible for planning the brand strategy, establishing the brand image, building the brand culture, managing the brand equity, enhancing the brand awareness and reputation in the minds of users, etc. -

these sound very important tasks. But in fact, they are all very empty and empty, and it is difficult to achieve results in the short term. For a business owner, his thinking must be output thinking (otherwise he would not have to be a boss), no matter what department or any person in the enterprise must see the result and see the return. The Bulk SMS Service R&D department produces new products and new technologies, the production department produces large-scale products, and the sales department produces sales and collections... So what does the brand department produce? Produce a brand? This answer is correct, but many times the output of the brand is invisible and intangible, lacking physical existence. If the brand department is responsible for the design and listing of new brands, there are also some specific outputs, such as trademarks, LOGOs, VIs, etc. However, if the brand department is responsible for a mature brand, the output will be very empty. It is difficult to quantify and evaluate the brand image, brand personality, brand culture, and brand equity, and it is difficult to set KPIs.

(Of course, the indicators such as brand awareness and reputation can be quantified through user research, so as to regularly evaluate the development of the brand, but doing research also means a lot of investment. And some ready-made brand evaluation indicators such as Baidu index, WeChat index , which is rather one-sided and lagging, and cannot reflect the face of the brand) The marketing department, which has overlapping functions with the branding department, faces the same embarrassment (in fact, the branding department of many companies is a branch of the marketing department). The head of the corporate marketing department, Chief Marketing Officer, CMO, Chief Marketing Officer, also known as Chief Money Officer, Chief Spending Officer. Let's look at some internationally renowned large companies. In the early days of the company's establishment, the CEO is usually a person with a background in technology and products. When the company matures, a person with a background in sales or finance is usually the CEO. This is easy to understand. After all, whoever is most important to the company and who can help the company make money can have the right to speak within the company and become a big boss. As for marketing, brand origin, how?