BEM(BRAND EQUITY MANAGEMENT)

Why?

● Managers include brands in strategy

● Culture supports brands

● Operations include terminology and tools

● Formalize already present knowledge

● Build teamwork around a brand

BEM helps you to answer the Why?

BEM

+ + =

Terminology

Teamwork by words and concepts

Strategies

Frameworks for action

Tools

Your team can use them and do the work

Solutions

Where you want to be

Facts

Facts

Competition is chaos

Winning is hard to define

Only brands win

Brands are invisible

Brands want to be unique

Terminology

Cooperate with terms

● Problems

● Solutions

● Change

● Goals

● Differences

Customer point of view

Narrow and flexible

Brand

Linkedin and Skype, once mother brands, become sub-brands under Microsoft mother brand adopting its values.

Strategies

By creating many sub-brands

brand detaches from them

and becomes abstract

Abstraction

Strategy example

Focus

Loud

Stretch

Abstraction

Agile

Strategy errors

● Not being unique in product, content, media, or culture

● Not implementing agile

● Invest in content and media without a strategy

● Being loud before focus

● Brand values are not different from product values

Tools

Tools

● Brand portfolio

● Strategy

● Value table

● Team

● DNA documents

● Interaction Score

● BEMapps.com

● BEM COM

● BEM MH

● BEM 0/10

Solutions

● Start a business

● Design a product

● Design a brand

● Enter a new market

● Design marketing & sales method

● Design content & media

Choose one challenge for the exercise

● Build competitive culture

● Recruit top staff

● Get investment & partners

● Improve leadership

● What is strategy?, Michael E. Porter

● The 22 Immutable Laws of Marketing, Al Ries & Jack Trout

● Aaker on Branding: 20 Principles That Drive Success, David Aaker

● Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth, Scott M. Davis

● Agile Manifesto

● Flawed Advice and the Management Trap, Chris Argyris

● Informal Logic: A Pragmatic Approach, Doug Walton

● The International Brand Valuation Manual, Gabriela Salinas

Reading list