Beyond Marketing – Brand Management

In today’s day and age, it is not enough to simply market a product or service. Your company needs a branded image, something that the consumer can recognize and relate to. In past years, the brand management directive was commonly a sole responsibility of the marketing and development teams. This has changed dramatically in the age of the internet and social media. Consumers want their information in a fast, accurate and entertaining format. The responsibility of brand management is now being shared by various departments to help ensure that the brand gets the recognition it deserves from its target audience. Read on for more on how brand management has broken out of marketing and is an issue of top concern for many businesses.

Public Relations

It is now necessary for the Public Relations department to get involved with the issue of brand management due to the highly public nature of social media. Consumers want to be able to connect to companies and receive information easily, quickly and in a fresh and interesting format. Public relations associates make sure that the information that the public is receiving is accurate, legal, approved by upper management and presenting in an attractive and eye catching manner.


IT, or information technology associates are in demand for brand management because of the social media presence. IT specialists are needed to make sure websites, social media sites and connections stay in top shape. In addition, designers are needed to make certain that consumers and prospective customers are enjoying a fresh and original experience that they won’t forget.


The sales department also has a hand in brand management. They are the ones selling the products and they are often the face of the company. They present the brand marketing material to prospective clients and use it to draw more customers in.

Executive Level

CEO’s and VP’s are not afraid to get involved in brand management either. Often, they will have a vision of what they want their brand to look like, represent and encompass. If they are involved in a press conference or a commercial, they will discuss what their brand means to them. If the brand image is fresh, honest and appealing, consumers will pay attention.




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