Online Brand Management

Challenges

There are several challenges associated with setting objectives for a brand or product category.

Brand managers often must limit themselves to setting financial and market performance objectives. They may not question strategic objectives if they feel this is the responsibility of senior management.
Most product level or brand managers limit themselves to setting short-term objectives because their compensation packages are designed to reward short-term behavior. Short-term objectives should be seen as milestones towards long-term objectives.
Often product level managers are not given enough information to construct strategic objectives.
It is sometimes difficult to translate corporate level objectives into brand- or product-level objectives. Changes in shareholders' equity are easy for a company to calculate. It is not so easy to calculate the change in shareholders' equity that can be attributed to a product or category. More complex metrics like changes in the net present value of shareholders' equity are even more difficult for the product manager to assess.
In a diversified company, the objectives of some brands may conflict with those of other brands. Or worse, corporate objectives may conflict with the specific needs of your brand. This is particularly true in regard to the trade-off between stability and riskiness. Corporate objectives must be broad enough that brands with high-risk products are not constrained by objectives set with cash cows in mind (see B.C.G. Analysis). The brand manager also needs to know senior management's harvesting strategy. If corporate management intends to invest in brand equity and take a long-term position in the market (i.e. penetration and growth strategy), it would be a mistake for the product manager to use short-term cash flow objectives (ie. price skimming strategy). Only when these conflicts and tradeoffs are made explicit, is it possible for all levels of objectives to fit together in a coherent and mutually supportive manner.
Brand managers sometimes set objectives that optimize the performance of their unit rather than optimize overall corporate performance. This is particularly true where compensation is based primarily on unit performance. Managers tend to ignore potential synergies and inter-unit joint processes.
Overall organisation alignment behind the brand to achieve Integrated Marketing is complex.
Brands are sometimes criticized within social media web sites and this must be monitored and managed (if possible)

Online brand management

Companies are embracing brand reputation management as a strategic imperative and are increasingly turning to online monitoring in their efforts to prevent their public image from becoming tarnished. Online brand reputation protection can mean monitoring for the misappropriation of a brand trademark by fraudsters intent on confusing consumers for monetary gain. It can also mean monitoring for less malicious, although perhaps equally damaging, infractions, such as the unauthorized use of a brand logo or even for negative brand information (and misinformation) from online consumers that appears in online communities and other social media platforms. The red flag can be something as benign as a blog rant about a bad hotel experience or an electronic gadget that functions below expectations.

Online Brand Management News

Jun

2013-06-18

May

Inferno: A Novel (Robert Langdon)

2013-05-13

Amazon Exclusive: Inside Inferno Explore the sights of Inferno alongside Robert Langdon in this exclusive first look at Dan Brown's latest thriller. As Langdon continued on toward the elbow of the square, he couldsee, directly ahead in the distance, the shimmering blue glass dial of the(read more)

Jan

The Yiddish Policemen's Union (P.S.)

2012-01-23

For sixty years Jewish refugees and their descendants have prospered in the Federal District of Sitka, a "temporary" safe haven created in the wake of the Holocaust and the shocking 1948 collapse of the fledgling state of Israel. The Jews of the Sitka District have created their own little world in the Alaskan panhandle, a vibrant and complex frontier city that moves to the music of Yiddish. But now the District is set to revert to Alaskan control, and their dream is coming to an end. (read more)

Sep

The Lincoln Lawyer: A Novel (A Lincoln Lawyer Novel)

2005-09-30

List Price: $7.99This #1 bestselling legal thriller from Michael Connelly is a stunning display of novelistic mastery - as human, as gripping, and as whiplash-surprising as any novel yet from the writer ... (read more)

Jun

Conquer Your Love

2013-06-05

List Price: $7.99The sensual romance that started with the New York Times and USA Today Bestseller Surrender Your Love continues...Meeting Jett was like bad luck. Dangerous. Unpredictable. And better avoided. In his game, the stakes are high. But are they worth the risk?Brooke Stewart, a realtor in New York, finds forgetting is hard, but forgiving is harder. When the man she trusted, betrayed her, the only way to forget is to move on. Brooke is determined to start a n(read more)

Jun

Forever Too Far

2013-06-07

List Price: $7.99The final novel in the New York Times, Wall Street Journal and USA Today Bestselling Fallen Too Far series. ... (read more)

Jun

Brand Reputation Management Specialist JW Maxx Solutions Reports on the Effects of Negative Online Reviews in 2013

2013-06-06

Online Reputation Management specialist JW Maxx Solutions reports on the negative effects of reviews on revenue for the hospitality and tourism industry in 2013. (PRWeb June 06, 2013) Read the full story at http://www.prweb.com/releases/ormexperts/ORMspecialists/prweb10809516.htm

Jun

Physician E-Sampling Programs an Important Part of Brand Management Strategy for Pharmaceutical Industry

2013-06-14

CHAPEL HILL, N.C., June 14, 2013 /PRNewswire/ -- In the fight to win new patients, the importance of prescription sampling programs has never been greater. In addition, a recent study found that providing ...

Jun

Web Experience Management Software helps optimize online sales.

2013-06-17

Providing targeted, responsive experience across omni-channel touch points, multiple languages and devices, OpenText WEM helps optimize online sales and customer loyalty. Intuitive design interface based on HTML5 encourages business users to create web presence that draws on images, video, text, and documents following principles of responsive design. With flexible segmentation and targeting ...

Jun

OpenText Unveils Responsive, Intuitive Web Experience Management Solution for Targeted, More Interactive Online ...

2013-06-11

OpenText Unveils Responsive, Intuitive Web Experience Management Solution for Targeted, More Interactive Online Customer Experiences

Jun

Pershing Launches Online Practice Management Center for Advisors

2013-06-06

HOLLYWOOD, Fla., June 6, 2013 /PRNewswire/ -- Pershing LLC, a BNY Mellon company, today unveiled its new Practice Management Center, a comprehensive resource that offers Pershing's clients practice management-related ...