Solutions For Brand Communication Management

Brand management, focusing on brand, is a way for corporate management and resources allocation, which refers to every departments and business process in corporations. It has been the core of the whole corporate strategy. Brand communication management is one of the very important part of brand management, which includes advertising, news creative, PR and events etc.Nowadays, a lots of companies home and abroad, especially the large or medium scale state-owned enterprises, have put in a great deal of money and human resourses to the brand communication which has been brought into the real corporate management. So it is necessary to build the management system and operation mechanism according to the common rule of management in order to make sure the brand communication going on wheels. It could improve the management level and efficiency of brand communication.On the side of the manager in corporation, this thesis is a research focus on the contents and practice process of brand communication. Based on the communication and adverstising theories and demonstration, according to the four key functions of management which represents organization, planning, controlling and directing, a study frame has been bulit. In this thesis, we discuss the differences and particularity compared with the common management study.First of all is the organization constructions for the brand communication. A three-level organization been formed. Strategical brand management, functional brand communication management and other brand centres form a netwok structure corresponding to the external professional service organizations. It can go about accomplishing its goals.Planning is also very important in the brand communication management, as it can be the guide for the brand communication. In general, brand communication planning could be divided into strategic planning, tactical planning and contingency planning. The brand communication managers can realise the exact mission and improve working efficiency under the planning management.Controlling is based on planning. To carry out the process controlling in the brand communication makes sure that all the activities are going well towards organizations goals along with the planning. In this thesis, studies has been put into the admittance and management of the professional service organizations, financial controlling and the effect evaluation of brand communication.Of course, every brand communication organization needs to function under powerful charming and professional directors. And a excellent director of brand communication should improve own logical thought and art sence. Wonderful communication skills and appropriate delegation from the directors will promote the growing entironment of the brand.At last, the author brings in an actual case that she has taken part in. The successful building and operation of the brand communication management system of China Telecom Sichuan Branch has showm us that brand communication could and should basd on the four key functions of management.This study injects the fresh blood into the brand management and the author believes that it can be useful to the practical brand communication management of our nation.