Most enterprise all boils down to channel drive, channel in the whole system of organization department often in the center position. In contrast, the department responsible for brand actually subordinate status. Channel drive and brand drive two different models under the value chain constitute a significant differences, channels driven model could be described as: to channel developing command the overall situation, based on the channel in product sales, based on performance oriented implementation investment promotion, through the channel of the network expansion to the formation of brand influence to the sales department as the core production and marketing as a whole cooperation, especially through the dealers to make their own brand construction, pay attention to in order to improve the performance as the core of the promotion promotion.
Brand drive could be described as: to the brand operation command the overall situation, based on brand strategy and sales data for the research and development, according to the brand planning implementation dealers investment promotion, through the brand influence to promote the development of the channel, with the brand for core as a whole production and Marketing Department cooperation, by brand department of the brand image and unified management standard performance, paying attention to the brand as the core of integrated marketing communications.
Most of the channel driven model of enterprise, its are in an industry often is in rapid development stage, the industry competition level is not high, consumer behavior is not mature, brand value degree is not high, channels and promotion is the most effective link; But along with up competition of the industry, consumer behavior is yet to mature, channels drive into brand drive become the trend of The Times, such as not timely transformation, the original competitive advantage is unsustainable.
Drive mode organizational change
Brand drive organizational change
Enterprise how to finish from channel to the transformation of the brand drive drive?
1. The enterprise must construct with brand as the core management system, establish a professional brand management department. Management shall provide enough for brand management of resources, develop efficient brand management process, from the brand of the design, the development, the pilot to launch and the entire life cycle of brand management, all need to continuously, consistently related to brand all decision-making management.
2. We should have overall management brand image by professional department of products and brands sustained tracking and monitoring, according to brand development cycle of each phase needs to have specific assessment. For example: short-term goal--to increase brand awareness, awareness; Medium-term target-expand market share, promote the customers' satisfaction; Long-term goal-to improve profitability, promote consumer brand loyalty.
The enterprise brand image management, must be based on long-term, must establish long-term strategic and of economics-conflicts designation. If the brand image of unity or the frequent change, the customer will feel confused, and customer brand experience of the "mixed" very sensitive, the brand is a commitment, if you go against this promise, you will lose the reputation. Only after the consistency of long-term management, brand of maximum benefits to manifest.
How to establish brand management system
How to construct efficient operation of brand system? A successful brand cannot leave the organization guarantee to build a brand-management departments. A standard brand management department should take on the following functions:
1. Planning functions: brand to the structure of the brand, the direction, the development strategy of system analysis and planning, sure strategy idea and strategy goal. 2. Executive function: the brand by brand strategy plan to arrange concrete, and responsible for communicate with related departments or issued instructions, and demand the fulfillment of the prescribed the brand construction work, and the operation effect assume responsibility. 3. Monitoring function: the brand of the development of the brand should be tracking assessment, grasps the brand and the development trend of the index, and find the potential issue, and ensure the healthy growth of the brand. 4. Research functions: the brand of the brand construction method of the research, from the point of view of the innovation of brand development opportunity to dig, estimation of constructing brand ideas, brand positioning, brand brand elements such as the concept.
In fact, many enterprises with brand management department, the department is can't play its role, because this department often exist alone, but to achieve their strategic coordination with other department. According to many years' experience, the brand department to real efficient coordination should do well in the following.
1. With Marketing Department interactive: master the overall strategic planning idea and target, so as to determine the corresponding brand strategy planning, and inform the development direction of the brand market department, strive for the brand construction resources.
2. And the product research and development department interactive: regularly to the product research and development departments to provide development present situation and trend of the brand information, and to provide basis for the requirements of the brand product, make the product research and development department from heaven can meet the brand and product integration development.
3. And promotion department interactive: spread to convey the strategic thought of department of brand, strategic orientation, brand concept, brand image and brand personality factors, make its communication strategy and brand strategy are identical with each other.
4. And market research department's interactive: make market research department will brand research into its market research system, the realization information sharing.
5. And the interaction of the quality control department: brand department shall regularly and quality management department to check the quality of the products of the market, but will also brand to product quality requirement standard across to the quality management department, make the product quality remain stable.
6. And the interaction of the sales department, sales department to communicate the brand strategy thought, developing direction, strategic planning and tactical plan, and assist the sales department in the specific executive brand construction work, the brand value to the true realization.
7. The interaction with the financial department, financial department to get cost, gross margin, such as net financial data, in order to judge the brand of health, and the financial department in conjunction with common to brand value and assets assessment, as enterprise decisions on.
How to establish "brand center type organization."
In the whole organization system, enterprise should according to the strategic positioning of constructing proper brand management organization system, mainly including:
1. The functional organization system: suitable for a single brand, including all kinds of marketing function is to play to the professional advantages of, this kind of form is very common, often including the Marketing Department and sales department two functions, its advantage is to specialization, but for the adaptability of the market is not enough.
2. Take the market as the standard organization system: this is a kind of based on the structure of the matrix of the brand, brand management and market management function across each other. Its advantage is that can give consideration to the products and markets, but the efficiency of organization is not high, need to be in each department between sufficient communication.
3. The product as the standard organization system: usually appears as Marketing Department of the brand manager management system, the structure by procter record, the emphasis is effective use of enterprise resources for a specific product/brand service, guaranteed that the more brand can get enough attention, at the same time, this form and can fully cause each brand competition between the inner, to promote the overall development of the brand. The organization form of deficiency in the, coordination and communication cost is higher, each brand for the resource distribution may be contradictory.
4. To categories for standard organization system: are usually called category management, its characteristic is nature according to different category or the products were set up management department, the purpose is to reduce because of the internal contradictions of brand produces too much, improve the effective utilization of resources and management efficiency, but also in order to adapt to the distribution channel and retail channel to same category product sourcing requirements.
Along with the development of the scale of the enterprise, brand management organization system will be in the above several conditions, and on the basis of the fusion with other system gradually, embarking on a comprehensive development road. No matter what brand enterprise management structure, the purpose is to the brand good management, and use this to all sorts of system, resources for effective integration.
Last word
The establishment of the brand needs to enterprise through the ongoing efforts, and always keep on eggs, and turning mentality, business process in each step of all set up maintenance brand and standardize the standard, through comprehensive index dynamic monitoring the development of brand continuously state, will destroy problem in the bud, never let the damage brand value! The brand is the enterprise management "faith", the enterprise must have it to ascend to the management mission level, will the permeability of enterprise management to each of the links and a staff every heart of hearts, will it go with every employee behavior in.
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