Brand Management
Define, position, and maintain the perception and reputation of a product, service, or the organisation itself in the market.
Proficiency Level
Level 1 (Follow)
- Use approved brand assets (logos, templates, colours) correctly according to guidelines.
- Follow instructions for creating simple internal or external communications adhering to brand voice.
- Identify and report incorrect usage of brand elements observed.
Level 2 (Assist)
- Help monitor brand mentions across various channels (social media, news) using predefined tools.
- Assist in compiling reports on brand sentiment or campaign performance based on templates.
- Support the logistical coordination of brand-related events or material production.
Level 3 (Apply)
- Execute specific brand-building activities or campaigns according to the plan.
- Manage the inventory and distribution of brand assets and ensures their correct application by others in their team/department.
- Write copy or creates content consistent with the defined brand voice and messaging for assigned channels.
Level 4 (Ensure)
- Develop and implement brand plans for specific products, services, or business units.
- Monitor and analyse brand health metrics (awareness, perception, equity) and recommends actions.
- Ensure brand consistency across all marketing materials and customer touchpoints within their scope.
Level 5 (Strategise)
- Define and evolve the overall brand strategy, architecture, positioning, and values for the organisation.
- Make strategic decisions regarding brand portfolio management, extensions, or repositioning.
- Oversee crisis communication from a brand reputation perspective.