Brand management is not about the product – it's about the brand. In today's world, consumers have easy access to every product, they have increasing influence, and they are (more) outspoken when it comes to stating and sharing their opinions. Consumers no longer simply accept that product X is the best. Perception must match reality. More and more often, it's the consumer who assigns values to the product, and not the manufacturer.
How should you position your brand, and how can you ensure that you achieve that positioning across all your brand's touchpoints? How can you ensure that your brand communicates consistently in both form and content? Do your brand values match consumers' perception of the brand? How can your brand hold or gain ground against the competition?
Initial Concept divides brand management into the following categories: