Post by account_disabled on Jan 8, 2024 6:13:50 GMT -5
If you asked us what is the most important thing in life, surely most of the answers would focus on health . And taking care of ourselves should never be a burden, not even for a brand , which also needs to undergo periodic analysis to discover that everything is going well and that they can continue with their trajectory. And so that the health of a brand remains as positive as when it started, SigmaDos has launched the third edition of the study on the Health of Branding in Spain for AEBrand, the Spanish Branding Association . Under the name BrandPulse 2020, the study has been presented by Cristian Saracco, President of AEBrand and Miguel de la Fuente, Director of Research and Analysis of SigmaDos. The compilation is framed in expectations, challenges and trends of 250 senior executives of companies related to brand management . The objective is none other than to show an updated x-ray of the practice of Branding in Spain and evaluate the importance of the brand as a strategic asset in business management. The role of the brand The 250 managers investigated, responsible for brands in SMEs and large companies, have in common that senior management still does not recognize the strategic weight of the brand. Furthermore, for Spanish companies, the brand is still a tactical tool whose goals are considered short-term .
In the words of Saracco: «We continue to give weight to the symbolic elements of the brand, which is good in terms of communicating an offer, however, it seems that its recognition as a business basis Email Data to gain stature and relevance continues to be a problem. pending topic". Regarding brand management, it is worth highlighting the escalation in the organizational structure of Spanish companies, despite the fact that their presence in management bodies is limited . In this way, the involvement with the brand by senior management begins to strengthen and its presence in the organization depends on the commitment of the CEO. In fact, the study highlights that in 65% of companies , brand management depends on the CEO . Thus, it could be said that the main ambassador of a brand must be the most responsible person, someone who believes in it and feels it. Although it is true that this role changes between the CEO and the General Director depending on the company . Furthermore, the size of the company, its sector and its competitors are not influential, since the brand must be represented and led by its top manager in all cases. «It is like the captain of a ship: he is the one who protects his crew and the ship itself, that is, what the brand represents today and it is the captain, the brand, the one who indicates the path of what he wants to become.
Explains Cristina Vicedo Keys to managing your brand It is true that both the tools and the processes that facilitate the management and monitoring of the brand are limited, although these types of actions are more within reach for large companies. According to the study, only 53% of companies have specific tools for monitoring and measuring their brands. On the other hand, it is worth noting that 85% of companies base the health of their brand on what arises from internal meetings , while 5% less measure the performance of their brand by active listening on social networks. In this way, the results show that half of the companies that claim to have this type of tools only measure their performance in social listening. Internally there are another series of problems, such as that the synergy between the areas of marketing, communication and human resources is practically zero . Organizations tend to be less hierarchical and collaborative, which leads to a weak brand culture in the organization. Furthermore, not only the synergy between departments is important, but employees must understand the value that the brand brings to customers in order to trust and believe in it and thus ensure that the personality of the brand affects the building of relationships. We must not forget that the health crisis that we have experienced since March left a different and uncertain environment. It has paralyzed business activity and 40% of the managers surveyed maintain that their brand management should be reconsidered .
In the words of Saracco: «We continue to give weight to the symbolic elements of the brand, which is good in terms of communicating an offer, however, it seems that its recognition as a business basis Email Data to gain stature and relevance continues to be a problem. pending topic". Regarding brand management, it is worth highlighting the escalation in the organizational structure of Spanish companies, despite the fact that their presence in management bodies is limited . In this way, the involvement with the brand by senior management begins to strengthen and its presence in the organization depends on the commitment of the CEO. In fact, the study highlights that in 65% of companies , brand management depends on the CEO . Thus, it could be said that the main ambassador of a brand must be the most responsible person, someone who believes in it and feels it. Although it is true that this role changes between the CEO and the General Director depending on the company . Furthermore, the size of the company, its sector and its competitors are not influential, since the brand must be represented and led by its top manager in all cases. «It is like the captain of a ship: he is the one who protects his crew and the ship itself, that is, what the brand represents today and it is the captain, the brand, the one who indicates the path of what he wants to become.
Explains Cristina Vicedo Keys to managing your brand It is true that both the tools and the processes that facilitate the management and monitoring of the brand are limited, although these types of actions are more within reach for large companies. According to the study, only 53% of companies have specific tools for monitoring and measuring their brands. On the other hand, it is worth noting that 85% of companies base the health of their brand on what arises from internal meetings , while 5% less measure the performance of their brand by active listening on social networks. In this way, the results show that half of the companies that claim to have this type of tools only measure their performance in social listening. Internally there are another series of problems, such as that the synergy between the areas of marketing, communication and human resources is practically zero . Organizations tend to be less hierarchical and collaborative, which leads to a weak brand culture in the organization. Furthermore, not only the synergy between departments is important, but employees must understand the value that the brand brings to customers in order to trust and believe in it and thus ensure that the personality of the brand affects the building of relationships. We must not forget that the health crisis that we have experienced since March left a different and uncertain environment. It has paralyzed business activity and 40% of the managers surveyed maintain that their brand management should be reconsidered .