Rovaha Rovaha
Rovaha Rovaha
  • Home
  • Branding
    • Corporate branding
    • Brand integration
  • Customer satisfaction
    • Customer satisfaction models
    • Customer Satisfaction Questionnaire
  • Strategy
    • Strategy model
  • Communication
    • Rose of Leary
    • M&A: The role of Marketing
  • Multi media
    • Presentations
  • Loudspeaker design
    • SEAS Jenzen Next
      • Intro - SEAS Jenzen Next
      • Drawings
      • Image library
    • Vifa Format
      • Intro - how it all started
      • Drawings
      • Image library
  1. You are here:  
  2. Home
  3. Branding
  4. Corporate branding
  5. Brand owners and brand managers
Details
Ronald van Haaften By Ronald van Haaften
Ronald van Haaften

2.1.7 Brand owners and brand managers

Brand owners and brand managers fulfil an important role in order to create and maintain a sustainable competitive brand advantage. The way organizations allocate their resources, structures and financial accountability towards the brand as their most important asset (next to employees) is critical to the success of branding (Kotler & Pfoertsch, 2006:7). Efficient brand management requires a long term vision, strategy and dedicated brand managers who nurture the intangible attributes as defined. Brand building is the result of a clear strategy and of excellence implementation at the product marketing drivers and communication levels (Kapferer, 2007:55 & 79).

Creating, building and maintaining a brand involves more then just a monolithic approach. As noticed in chapter 2.2 it is necessary to have a holistic approach with a strong alignment of all marketing / brand activities to deliver the brand promise to the customer and last but not least accelerate and increase the success of the brand. It has been recognized that development, design and implementation of brand processes are intersecting and interdependent across organizational processes and functional structures (Kotler & Pfoertsch, 2006:15-18).

The paradox is not to prioritize at global brand development, but to create strong brands in all markets through global brand leadership. Aaker and Joachimsthaler have recognized the need for global brand leadership and assigned organizational structures, processes and cultures as key drivers for global brand leverage. To determine the success of global brand management they conducted interviews among 35 successful companies in US, Europe and Japan (Aaker and Joachimsthaler, 1999:137-144).

Knowledge and experience of effective and efficient brand programs may vary across the global organization. To share the insights and best practises across the company, Aaker and Joachimsthaler concluded a companywide communication system as the most basic element of global brand leadership. Knowledge diffusion must be facilitated throughout the organization to create a foundation of relevant and easy accessible knowledge. Integrity, culture and free communication are decisive factors in the field of global brand management. For consistency and transparent brand processes it must be clear which brand manager or brand group is responsible for the brand and brand strategy.

The research of Aaker and Joachimsthaler suggests that brand responsibility for global brand leadership can follow four possible configurations; 

  1. Business management team 
    • Business management teams are led by senior executives with marketing or branding competences who consider brands as the key asset to their business.
  2. Brand champion
    • The brand champion is often a senior executive who has a passion and talent for brand strategy. The brand champion serves as the brand’s primary advocate and nurturer.
  3. Global brand manager
    • Global brand managers are middle manager in case of top management lacks marketing and/or brand competences. The branding expertise rest just below the top line managers. The success of the global brand manager depends on the sign-off authority for certain marketing programs.
  4. Global brand team 
    • Global brand teams are led by a team of middle managers to create a balanced and widely accepted brand strategy. Typically consist of brand representatives from different parts of the world. The success of the global brand team depends on the sign-off authority for certain marketing programs and clear understanding of roles and responsibilities for implementing global branding decisions.
Previous article: Brand equity Prev Next article: Brand communication Next

About the website

The Rovaha website is here to provide information and serve as a helpful resource, but it’s not meant to replace professional advice. It's designed to be a convenient and accessible space for visitors like you.

Thank you for visiting, and we hope you find value in what we share!

Ronald van Haaften at LinkedIn

Welcome to my professional LinkedIn


Who is online

We have 38 guests and no members online

(C) Rovaha 2024 | Ronald van Haaften

The Rovaha website is here to provide information and serve as a helpful resource, but it’s not meant to replace professional advice. It's designed to be a convenient and accessible space for visitors like you.

By exploring or using this non-commercial site, you agree to the terms and conditions, copyright notices, and privacy and cookie policies outlined here. Your continued use of the site means you accept these terms and agree to follow them. If these terms don’t work for you, we kindly ask that you stop using the website.

Thank you for visiting, and we hope you find value in what we share!

  • About this website
    • Privacy and Cookie Policy
    • Copyright notice
    • Term of Use
Cookies user preferences
We use cookies to ensure you to get the best experience on our website. If you decline the use of cookies, this website may not function as expected.
Accept all
Decline all
Read more
Unknown
Unknown
Accept
Decline
Analytics
Tools used to analyze the data to measure the effectiveness of a website and to understand how it works.
Google Analytics
Accept
Decline
Google Analytics
Accept
Decline
Advertisement
If you accept, the ads on the page will be adapted to your preferences.
Google Ad
Accept
Decline
Save