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Topic 5 Myths about Brand Management

Mr. Youri Sawerschel told us the brand is like a unicorn. It is a magic. It is an ideal. Brand management is divided into five aspects which are all- inclusive branding, the positioning trap, the visual identity illusion, It is a corporate buzz and It is all hot air. First is all- inclusive branding which means a brand experience must be consistent. In fact, there are different customers stay at a hotel that they are divided into four categories which include family, young people, business traveller and conference. Guaranteeing to meet the requirements of everyone and getting a wonderful experience at the same time, Micro-branding can be used. A hotel can be divided into different grades and provide services at different price points. Second is the positioning trap. a company or a hotel should to give themselves a good position which is different from their competition. For example, Leman Loisirs which is a boat club. at first, it just rented different boat and the pricing strategy is whether the boat with engine. However, the club reframed the offer to increase its identity and reputation such as water sports rental is changed lifestyle investment to improve the revenue. Third is the visual identity illusion. visual identity of a brand is a symbolic embodiment of all the information connected to the company, product or service’s that you offer.Mr. Youri Sawerschel give us an example about booking.com. He let every employee to select 5 photos which can represent their company, however, .their views of the company are different. Then he let all the staffs to decide the main theme of the company together and let them know what the big picture is. Nowadays, its visual identity of the brand is the highest. Moreover, we should understand what the guidelines is and then working together to achieve it. During this period，people play the key role. Fourth is it is a corporate buzz which means spend too small time or money on developing...