What is a Brand Marketing Plan? And How to Create a Brand Marketing Plan.
A brand marketing plan is a plan for all the goals, activities, costs, and controls to promote a brand. So, how do we build one?
Watching this video is worth 2 Management Courses CPD Points*.
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Marketing for Managers
This video is part of course module number 8.3.1
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 1: Brands and Branding
Other videos in this section include:
🎬 What are Brands and Branding? • Video
🎬 What is Brand Management? • What is Brand Management? The Role of...
🎬 What is a Brand Strategy? • What is a Brand Strategy?
LESSON NOTES
Let’s look at what a Brand Marketing Plan needs to contain…
1. Executive summary
2. Assessment of the current situation
Brand audit / Marketing audit
3. Brand and Marketing context
Company’s broader strategy and objectives. We need to research and document the characteristics of the market environment and target market, our product or service, issues and risks
4. Broader Marketing Strategy
The broad approach to marketing the brand, including marketing mix. Refers to the Brand strategy and the experience we want our target audience to have with our brand. We talk about the brand story, personality, vision, and what we represent.
Also, how we will differentiate our brand from its competitors and stand out in the market landscape. This includes describing our buyer personas to understand the buyer’s journey.
5. Marketing Goals
Goals that your business must achieve through its marketing plan. These may include:
• sales revenues
• new customers
• market share
6. Marketing Action Plan
This section outlines the marketing campaigns we will run.
• What you will do - action
• Where you will do it - media
• When - schedule
• By whom - resource plan
• What it will cost - budget
7. Control
How you will monitor and control:
• Implementation
• Spending (vs budget)
• Results
RECOMMENDED EXERCISE
1. Choose a brand that interests you - it can be a consumer or business brand. Based on what you know about that brand, sketch out a Brand Marketing Plan, as if you were its Brand Manager (8 MC CPD Points)
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RECOMMENDED READING
📖 Branding: A Very Short Introduction https://geni.us/gGPWw8
📖 Branding For Dummies https://geni.us/cO4oPC
📖 The Brand Gap https://geni.us/cureu6
📖 Building a Story Brand https://geni.us/getCcr1
📖 Designing Brand Identity https://geni.us/DxzHwI6
⭕️ Links to our book recommendations are affiliated through Amazon
Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-... (the links are affiliated)
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