GLOBAL MANAGEMENT
Process Characteristics
The brand management I offer encompasses a broad and meticulous process, starting with a deep understanding of the corporate structure and stakeholders, which obviously goes far beyond a typical consultancy.
This initial analysis is fundamental for identifying the brand's positioning and purpose.
For B2C companies, our focus is on studying the market based on realistic data, considering both the competitive power and market opportunities. In B2B contexts, we adapt our approach to meet sector-specific needs, exploring possibilities beyond positioning, such as creating value for potential mergers, acquisitions, and joint ventures.
We proceed with a thorough examination of bureaucratic, legal, and fiscal structures, ensuring full compliance with all applicable regulations. Additionally, we evaluate physical structures, such as architectural installations and event organization, and virtual structures, including websites, applications, and conference platforms. This holistic approach ensures that all aspects of the operation are aligned to support sustainable growth and brand fortification.
Finally, we reach the heart of brand management, which is the creation and strengthening of intangible values, which I classify into 'intangible assets' and 'intangible resources.' This process not only strengthens the brand in the present but also lays the groundwork for sustainable future economic benefits.
As I discuss in my book, 'Brand Management - Beyond Mediocrity,' developing a solid positioning for a company, regardless of its size, is a long and arduous journey.
Brand Management Components
Brand management involves essential components that do not guarantee but enable a solid and sustainable market positioning. It starts with a deep understanding of the corporate structure and a detailed market analysis, while managing resources to align people and processes. I develop physical and virtual structures in projects that support the brand's identity and work on creating and strengthening intangible values. I implement practical and innovative strategies, always integrating sustainability to keep the brand relevant.
Naturally, the above is not a rigid rule, as this would make the company almost utopian. The key is to adapt as much as possible to the reality of each company, without embellishments.
Specialists in Brand Management
After a thorough analysis and project development, it is essential to adapt each part of the project to the appropriate professional to ensure smooth and excellent brand management.
We advise the client company to choose reputable professionals, including lawyers, architects, designers, programmers, digital marketing specialists, public relations experts, financial consultants, human resources managers, market researchers, sustainability consultants, logistics specialists, and trademark and patent experts.
Don't be fooled by a 'jack-of-all-trades'; excellence in brand management relies on dedicated specialists in each area.
Return on Investment Timeline
In global brand management, which permeates various aspects of a company, the human factor is interconnected and relies on synergy—something that often falls short. Thus, the journey is long. The return on investment in brand management is not immediate; it requires patience and commitment.
Common Misconception
A common misconception is the confusion between brand management and quick returns on investment. That does not exist. Brand management strengthens or creates pillars, especially in startup projects, for a solid positioning and long-term value creation. Only after this process do results begin to appear.
Like any process with a solid foundation, however redundant it may seem, we must start at the beginning. Even more so when it comes to Global Management, which requires several interconnected and complex stages. Consultancy is the foundation for understanding what will be needed to reach this stage.
