21.12.2020
Brand Leadership Guide - The 360° Brand Management System
The Brand Management Guide is a web-based tool that gives management access to all brand-relevant information anytime, anywhere. This online tool covers the entire process of holistic brand management, from development and positioning through action planning and brand design management, to controlling and calculating the brand's return on investment based on applicable evaluation standards.
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Consulting experience has shown that while some of the data necessary for consistent brand management is often available, it is frequently not consistently maintained and therefore rarely readily accessible. This ranges from documentation of intellectual property rights and marketing materials to brand and corporate design manuals, concept papers, market research data, and profitability analyses and other brand-related evaluation data. In the hectic pace of daily business, documents are often searched for in different departments and compiled or processed multiple times before being used for decision-making. This frequently leads to gut decisions on important strategic and future-oriented issues, ultimately costing time, energy, and money.
The Brand Leadership Guide® was designed to be a central and flexible management tool, modular and responsive to the brand-relevant data required for their respective processes and responsibilities. This access is granted to all employees and internal and external managers, based on their assigned authority. Depending on the development stage and specific needs, a modular and freely configurable toolkit should be created to meet the brand owner's requirements and the needs of any company size.
The Brand Management Guide combines a toolset for documentation, conception, evaluation, and action planning, which may be necessary within a brand development and brand management process, into individual available modules. The structure of the SaaS solution is divided into the following four areas, analogous to the four-phase model of brand management.
Trademark Protection:
Simple and convenient management of trademark rights such as registration data, usage and licensing rights, image, text, and other exploitation rights – including reminders and trademark suitability checks.
Brand Strategy & Planning:
Documentation and creation of all essential data and facts necessary for planning, managing, and positioning brands – from strategic positioning to action planning and communication budget control.
Brand Design Manager:
Management of graphic and media data in a central media asset management system. Easily adhere to predefined design guidelines without graphic design or programming knowledge and order advertising materials directly from your printer using Web2Print.
Brand Controlling:
Documentation of the economic contribution a brand makes to a company's success. To generate meaningful reports, both adherence to the brand budget and the return on investment are presented.