Top Tips: Brand Management
by KMF Kamal
4. Be strict
Individual product managers work on individual targets, and may do anything to make profits, even if it dilutes the core brand philosophy. You must be strict in preventing creeping, otherwise the main brand will suffer and customers will no longer identify you with anything.
5. Go with change
When corporate objectives clash with the brand you have built, then it is time to change. There is no point in moving one place strategically when the brand affinity you have been building is based on something completely different. Strategic objectives and the brand philosophy must always go hand in hand.
In short, brand management is always about staying true to the essence or philosphy of the brand you have created. You should be consistent and never stray away from the core proposition. When this happens, either stop it or create something new that can attract the target audience you want in a powerful and meaningful fashion.
