The greatest difficulty of brand management depends on: The brand often is consist in person is ideological medium aeriform content; To most enterprise, brand management includes the factor of a lot of materiality not only, wait like brand name, vision identifying, environment and exterior transmission, still included a lot of sightless element, especially relation of development of product and personnel, service, service, knowledge management, client. These the main task that just is understanding and promotion brand value. Brand manager must understand and master all sorts of elements in these brand management, ability government trademark associates mediumly in client memory and effectively promotion tastes card value, this is the essential sex description of targets of pair of brand manager job. In fact, brand manager is most principal is to be in an enterprise in-house and embedded the brand of a system manages working flow, had coordinated the relation of each business sections and functional sex branch, let a brand work to cooperate with adequately in enterprise interior, will deliver the value with due brand jointly. So the company needs brand handler to popularize the brand of the company, enhance company brand competition ability.
Handler of so called brand, those who point to is to be in charge of maintaining the staff with administrative company brand, also can saying is special polished fascia, make the stuff of brand force. If do not have brand handler, the brand is changed besides the boss by go up and next pushing an employee have no other way besides advancement. Come so, employee oneself cannot arise " I also am the brand changes party " consciousness, always lag behind at " this is boss individual idea nevertheless " state, the brand is changed also cannot push smoothly exhibit. Accordingly, choose brand handler, choose a youth as far as possible, children of household business operator, in perhaps singling a company as coetaneous as its it is OK also that the stuff that has brand idea serves as assistant. The youth can face a brand neatly, OK and incentive they seek show actively. Brand handler can arrange several, lieutenancy a year OK also. Cooperate company dimensions, also can hold brand handler part-time by the boss.
The concept of brand manager was born 1931, introducer is the Maikeaierluoai that toilet soap of responsible Camry of company of American treasure clean sells. Treasure clean company began to sell the Camry toilet soap that with ivory toilet soap photograph competes one kind 1926, although exert all over skill, also threw many advertisement charge, but market all the time not free. The Maikeaierluoai that responsible sale works passes research to discover, be in charge of the advertisement of congener product and sale by a few people, create the waste of manpower and ad fare not only, more important is easy to the client create have too many things to take care of at the same time. Then, he offers a kind of brand to the top leader of the company the proposal of a manager, it is manager of a brand must assume the total sale of the product rise. This suggests, pictures of with one action opened the sale market of a variety of products of treasure clean company, and spun the lifecycle of all sorts of products, the be soiled that be like discard (Tide) scour already sale 40 old, beautiful clean person (Crest) toothpaste already sale 30 old, toilet soap of Er blocking Mei already sale 60 old, and ivory toilet soap already sale 110 years of above, bao Jie also becomes the big company that has kinds 38 consumable are big from this.
