Procedia Social and Behavioral Sciences

Abstract

Focusing on digital marketing brand managers have to focus on current and future customer demands and need to find new ways of penetrating into the lives of consumers, offering the 'right' advertisement at the 'right' time. In order to promote the e-commerce or the brand image of the company, the marketing strategy has moved to digital marketing. Branding can be defined as an outgoing process, where the outputs are a brand and a brand identity for differentiating products, services, divisions, companies, industries, or target groups. Branding is an output-generating process, with a brand and brand identity for differentiating products, services, and corporations, as outputs. Brands are critical marketing and communication assets, and it is important to invest time in researching, developing, and implementing a brand. In this study a four level brand management dashboard was developed focusing on the dimensions stakeholder, market, media sources and internal dimension. The dashboard was then implemented in a company operating the telecommunications market, having one master brand and several sub brands. Objectives of the project were to deliver better brand briefs, establish a clear internal communication hierarchy, get a greater visibility of projects in the pipeline. Indicators to evaluate brand effectiveness and the whole strategic brand management process after the brand performance dashboard has been implemented are the accuracy of branded materials, on time delivery, preservation of brand values and equity. The evaluation of the strategic brand management process with the dashboard applied and the new set of indicators implemented gives after one year in use the following results: values for already implemented indicators, such as brand development index, close rate and brand equity improved in the 1 year study period. Newly implemented indicators, such as brand penetration index, master brand influence rate, stakeholder value, sub brand sales rate, brand cross index, customer index, employee index and market penetration index, have all values within the pre-defined ranges. The developed brand performance dashboard offers an opportunity to analyze brands, brand dimensions and the brand environment in a structured way. (C) 2016 The Authors. Published by Elsevier Ltd.