Merkevarestyring

Merkevarestyring refers to the strategic management of a brand's identity and value across an organization. It involves shaping how the brand is perceived by customers and other stakeholders, guiding decisions about products, services, communications, and experiences to ensure a coherent brand experience. The aim is to build and sustain brand equity, which can support revenue growth, price premium, and customer loyalty.

Key elements include brand strategy (the brand's purpose, vision, and positioning), brand architecture (how sub-brands and product lines relate to the corporate brand), and brand identity (visual and verbal expressions such as the name, logo, color palette, typography, and tone of voice). Governance structures establish brand ownership, guidelines, and processes for approving new brand assets and campaigns. Brands also employ asset management systems and regular brand audits to maintain consistency.

The process typically includes research and insights, brand positioning development, creation of messaging frameworks, and the production of brand guidelines. Execution spans across marketing, product development, packaging, digital channels, and service delivery, requiring cross-functional coordination.

Performance is tracked with metrics such as brand awareness, brand consideration, preference, loyalty, and brand equity indices, often combined with financial outcomes like revenue lift and price premium. Challenges include maintaining consistency across touchpoints, protecting intellectual property, and managing changes to the brand in evolving markets.