Being an effective brand manager is a difficult task. One person who has taken the challenge is Kerri. L. Martin, brand manager of BMW Motorcycles. We asked Kerri to describe her work and she describes the following:
The responsibilities of my job as brand manager fall into two very different yet linked areas, strategic and tactical. While on one hand I’m responsible for leading the brand’s long-term identity and strategic positioning, on the other hand I’m also responsible for guiding all tactical marketing consumer communications programs and materials. It is my job to ensure that all communications that touch the consumer are integrated, speaking in one tone and voice, and visually complementary of each other.
Beyond this more general description, Kerri noted her main duties as follows: On a daily basis I could be involved in one or more of the following: new product launches ad campaign marketing, media planning, point-of-purchase merchandising, co –op advertising, budgets and general administration.
The company is quite attentive to the idea of developing a consistent theme to reach potential customers. Kerri stated that her department is acutely aware of the importance of brand management, brand development, and integration of brand strategies with an overall IMC approach.
(Kenneth E.Clow and Donald Baack)
Question 1: As stated by Kerri her work consists of two very different yet linked areas, namely the strategic and tactical aspect. In relation to her work explain:
a) Market oriented strategic planning, support your definition by applying it to the case.
b) Corporate Strategic planning.
Question 2: Describe the concept of "integrated marketing communications” in relation to the above case.
Question 3: Using the scenario of the above case, define the following:
a) The term ‘Brand’.
b) Characteristics that make a brand successful.
Question 4: In relation to the above case apply and explain the characteristics of service marketing.