Brand Management Vs. Marketing: What’s the Difference?

Good brand management and effective campaign management require you to plan and have in-depth research about the product strategically. Brand management requires you to understand the company’s vision and fuel its profits accordingly. Brand management always has a powerful influence on customer response. 

Any brand can only maintain a strong presence through brand management. Brand management requires you to deal with a company's requirements through innovation and creativity. Only creating a brand is not the sole purpose of brand management but instead targeting the right audience with it and ensuring it stays afloat.  

Many brand management techniques are applied differently in various industries as given as follows:

1.   Tesla—Brand Purpose

Tesla uses the ‘WHY’ behind the work as its brand management. Their brand statement is “to accelerate the world’s transition into sustainable energy” which shows how they use brand management to link their brand to a greater cause.

2.   Starbucks—Brand Vision

This brand management technique ensures that the brand is directed in the right direction. Their brand statement is “To be the premier purveyor of the finest coffee in the world” which shows how they use brand management to inspire big dreams and make intentional decisions that will help in the long term. 

3.   Apple—Brand Values

Apple uses the brand’s core values as guiding principles to ensure they represent what the brand stands for. This kind of brand management ensures that the staff acts upon the core values driving the company internally and externally. 

4.   Amazon—Brand Positioning

The goal of this kind of brand management is to find something that makes your business stand out, whether a product or service. This kind of brand management helps the audience to remember you. As a brand, you want to be known for just one idea.

5.   Harley—Brand Personality

This brand management gives your brand a human touch to your brand. This brand management helps you build a bond between your target audience and your brand as if they both are soulmates. A strong rebellious personality like HARLEY DAVIDSON becomes a vehicle to express itself. It is rugged and fits the outlaw type.  

6.   Tiffany—Brand Voice

This kind of brand management is an extension of brand personality. It is how you want your brand to sound. This brand management technique all comes down to your words and how you set your tone and character. For Tiffany, their brand’s voice is “Witty, elegant, and classic”. This type of brand management emphasizes the “HOW” brand represents itself. 

7.   Nike—Brand Tagline

This brand management technique aims to tell the brand's story in the shortest way possible. In this kind of brand management, you grasp the idea behind the brand in a few words. Nike’s tagline — “Just Do It.” encourages its customers to take that very first leap and inspires them to the end of their journey.

Brand management and marketing are different, yet they're related. The best marketing campaign is the message you try to tell the world but your brand management is the reason your whole idea exists.

Determining the value of your brand in the industry comes before the marketing aspect. 

You tell your story through marketing, but your customers own your brand. Which makes brand management all about listening and talking.

Effective brand management can take your business to new heights. Brand Management is a strategy that requires complete comprehension of the company’s vision, whereas marketing is a tool that is used to maintain and sustain that position.

Where marketing creates potential buyers, brand management turns them into loyal customers in a short period.

As a bottom line, brand management makes a consistent effort to provide basic knowledge to the customers whether they want the brand or not. But marketing makes all the actions that create a lasting effect on potential buyers to strengthen the relationship.

Brand management is hard work and resilience that should always echo in your efforts. In contrast, marketing, is a push button that helps accelerate the whole process without risking the foundation of your structure.

The necessary features in any CRM that your business should be looking for to make brand management easier are as follows:

• Landing Pages
• Ads & SEO
• Emails and segmenting 
• Data organization
• Workflow automation

 
HubSpot
Marketing Hub by Hubspot is one of the best CRM marketing tools overall
Pricing starts at (/month): $45 

Mailchimp
Mailchimp is the best free CRM for marketing
Pricing starts at (/month): $9.99

Intercom
Intercom is a top marketing CRM for chatbots and messaging
Pricing starts at (/month): $79

GoSquared
GoSquared is a great CRM with marketing automation
Pricing starts at (/month): $79

Creatio
Creatio is the top CRM email marketing platform
Pricing starts at (/month): $916 / year

OnePageCRM
OneParge CRM is a good CRM marketing software for small businesses
Pricing starts at (/month): $9.95

Nutshell
Nutshell is a good CRM email marketing system
Pricing starts at (/month): $19 

Insightly

Insightly is a great CRM for marketing campaigns
Pricing starts at (/month): $299 

Drip ECRM
Drip ECRM is a top marketing CRM tool for e-commerce
Pricing starts at (/month): $19

Act!
Act! is a good marketing CRM for ease of use
Pricing starts at (/month): $15 

The difference between brand management success and failure depends upon a good brand manager who has the potential to compete with the ongoing innovation in this industry and a CRM solution that meets your needs. He continuously seeks ways to maintain the quality. They should always keep the target audience in mind while creating new plans for their branding campaign. 

Brand management is more than a logo, symbol, or social media page. It provides trust and an emotional connection to the buyer, compels him to return and feel worthy and valued. It comes down to the little efforts made by the sales teams. Every action account for brand management. It provides equity to the brand even when compared to a generic brand with a lower price.

Compare the best CRM software to streamline your brand management journey.