Brand Management

Analyze the public perception of your brand and take actions to manage and optimize it.

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What is brand management?

Your brand exemplifies who your company is and what it stands for. It encompasses your company name, logo, products, internal and external messaging, design, and any other elements that identify your business and its products and distinguishes them from others in the market. Your brand also considers the experiences and relationships that customers have with it.

Brand management, then, means analyzing and planning how the public perceives your brand. It falls under the umbrella of marketing and involves activities and techniques that aim to maintain (at a minimum) or increase the value of your brand over time. To develop this strategy, you must have a solid understanding of your company’s vision, the brand – and how it fits into that vision – and your brand’s audience. Cultivating this strong relationship with this audience is vital to effective brand management.

In today’s media-driven and content-heavy environment, successful brand management is about tracking this media buzz – what are people saying about your brand and who are the people saying it? This means not only closely monitoring the media but also analyzing and sharing media intelligence both internally and externally to your business.

Why is brand management important?

Effective brand management yields several invaluable benefits, such as:

Generating loyal and committed customers through brand awareness and positive associations with the brand
Creating a positive perception of your company
Differentiating your brand in a competitive market
Stimulating product prices
Helping employees, customers, and other stakeholders better understand your organization
Inspiring employee pride, in turn creating a staff of brand ambassadors

What is brand management software?

Brand management software helps you track mentions of your company—in news, social media, and other sources—to assess public sentiment and brand awareness. With these tools, you can set alerts to track your mentions and create dashboards to analyze the data to inform your business and communications strategy.

Who uses brand management software?

Marketers, senior leadership across all industries use Brand Management Software to understand the brand sentiment and how well the brand is doing by analyzing the right metrics. This knowledge gives the marketers and senior leadership the information they require to make more informed decision with respect to the brand, products, customers as well as competition.

How LexisNexis helps brand management

Nexis Newsdesk^®, our flagship media intelligence solution, empowers you to comprehensively scour a plethora of content to aid your brand management efforts. It enables you to:

Create personalized news searches around topics of interest
Analyze brand awareness and marketing campaign results
Monitor what people are saying about your company, your brand and your competitors in near-real time so you can quickly respond to developments
Track multiple topics across nearly 4 million articles daily, spanning 75 languages and more than 100 countries, for a comprehensive view of the media landscape
Stay abreast of 24/7 broadcast-news coverage with monitoring of more than 2,000 TV and radio stations around the world and access to full-length transcripts and related videos
Keep track of the buzz across social media, including Facebook, Twitter and other social networks, as well as thought-leader blogs, podcasts, microblogs, video/photo sharing sites, industry forums and more
Convert your research into easy-to-digest charts and graphs to share news and insights within your organization
Stay up to date on the latest news thanks to customized alerts and newsletters
Share copyright-compliant news and information with colleagues and clients using customizable distribution tools, including branded newsletters and RSS feeds

Nexis Newsdesk’s features include: