BEM (BRAND EQUITY MANAGEMENT)
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BEM(BRAND EQUITY MANAGEMENT)
Why?
● Managers include brands in strategy
● Culture supports brands
● Operations include terminology and tools
● Formalize already present knowledge
● Build teamwork around a brand
BEM helps you to answer the Why?
BEM
+ + =
Terminology
Teamwork by words and concepts
Strategies
Frameworks for action
Tools
Your team can use them and do the work
Solutions
Where you want to be
Facts
Facts
Competition is chaos
Winning is hard to define
Only brands win
Brands are invisible
Brands want to be unique
Terminology
Cooperate with terms
● Problems
● Solutions
● Change
● Goals
● Differences
Customer point of view
Narrow and flexible
Brand
Linkedin and Skype, once mother brands, become sub-brands under Microsoft mother brand adopting its values.
Strategies
By creating many sub-brands
brand detaches from them
and becomes abstract
Abstraction
Strategy example
Focus
Loud
Stretch
Abstraction
Agile
Strategy errors
● Not being unique in product, content, media, or culture
● Not implementing agile
● Invest in content and media without a strategy
● Being loud before focus
● Brand values are not different from product values
Tools
Tools
● Brand portfolio
● Strategy
● Value table
● Team
● DNA documents
● Interaction Score
● BEMapps.com
● BEM COM
● BEM MH
● BEM 0/10
Solutions
● Start a business
● Design a product
● Design a brand
● Enter a new market
● Design marketing & sales method
● Design content & media
Choose one challenge for the exercise
● Build competitive culture
● Recruit top staff
● Get investment & partners
● Improve leadership
● What is strategy?, Michael E. Porter
● The 22 Immutable Laws of Marketing, Al Ries & Jack Trout
● Aaker on Branding: 20 Principles That Drive Success, David Aaker
● Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth, Scott M. Davis
● Agile Manifesto
● Flawed Advice and the Management Trap, Chris Argyris
● Informal Logic: A Pragmatic Approach, Doug Walton
● The International Brand Valuation Manual, Gabriela Salinas
Reading list
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