It’s been said many times, YOUR BRAND CAN BE YOUR MOST IMPORTANT ASSET.

A strong one will increase your competitive edge, increase sales and customer loyalty, and maximize your pricing power and distribution clout... all leading to more profits.

A weak brand will do none of this. Without a strong brand, your product is a commodity at best, and at worst, a failure.

Most successful companies have known this for years. Many others, especially in Asia, are coming around in the face of growing domestic and global competition.

But strong brands don’t just happen. They are the result of vision, commitment and discipline.

Which brings us around to brand management...

How does your company approach it?
 Is top management involved and in control?
Are there systems, procedures and quality control programs to drive the progress of your brand?
Are the tools and resources you need in place?
And importantly, are the answers to these questions consistent throughout the organization?   Is everyone on the same page?  The right page?
Are the gears driving your brand engine in sync?
The quality levels of brand management vastly vary among companies.  Some have it right.  Some are sadly lacking.  Most are mired somewhere in the middle and the potential of their brand is being squandered.
In association with Superbrands the Gravitas Partnership is now offering
marketers in Asia a method for you to get a firm assessment of your company's capabilities with the Gravitas Partnership Brand Management Audit.  
The product of one of Asia's most experienced group of brand management and marketing professionals, this study will evaluate your company's brand management capabilities, and indicate areas for improvements required to enhance its performance in this crucial element of business growth.
 

What you'll learn:  Through a process involving both qualitiative and quantitative investigation, you'll get an expert assessment of your company's overall ability to properly manage your brands, and thus potentially make them stronger, more relevant, more admired and more profitable.

You'll see, from the perspectives of senior company management and brand management at the operations levels, how your company is performing.

Some of the things you'll learn about:

  • the level of understanding of the brand as a concept
    and the approaches of general brand management
  • the presence of disciplines and processes required to create steady brand growth
  • the availability of the appropriate tools and resources to move those processes ahead
  • an indication of any perception gaps between senior management and operating teams
  • how your capabilities and systems stack against the general market performance
Who needs it?

Situation 1: 
The Chief Executive BELIEVES his team is fully knowledgeable about brands and has the systems and tools in place to manage them correctly.  
This study will either confirm his belief (no small comfort), or open his eyes to deficiencies he was unaware of. It will indicate the opinions of his staff and the level of agreement between his assessment and theirs.  
If, for example, he thinks things are fine and they don't, it's a disconnect problem which need to be addressed.

Situation 2: 
The CEO has DOUBTS.   He suspects deficiencies but is not sure what or where they are.  This study will identify areas to be improved.

Situation 3: 
The CEO is unhappy with the managment his brand is getting, or that his brand is under performing, and wants an outsider's view of what and where the problems are.  This study will identify problem areas and suggest ways to improve the situation.

Situation 4:
The CEO is SURE his brand is receiving top quality management.   Or he is ALREADY SURE what and where problems exist and is correcting them.  In these cases, the study is not needed.


The Brand Management Audit can be an important boost to your success in the marketplace.

Brands are valuable assets.  They are expensive and time consuming to build, and can be quickly suffer from deficient management.  The Gravitas Brand Management Audit is designed to help you make sure your brands are in good hands.

If it is confirmed that you already have strong management capabilities, you will have new confidence that your brand value and market position will likely continue to grow. 
If you discover flaws, you will be able to fine tune your organization and processes to go from strength to strength.
And importantly, if you feel your brand is under-performing and you improve your management capabilities, you have a good chance of turning things around.

For more information, contact:
Wilson Chan – wchan@gravitaspartnership.com
Clarke Mallery – cmallery@gravitaspartnership.com
Peter Jeffrey – peterjeffery@asianimedia.com

Suite 2903, Central Plaza, 18 Harbour Road, Hong Kong
tel: 2107 4884,  fax: 2107 4808, www.gravitaspartnership.com
BANGKOK • BEIJING • HO CHI MINH CITY • HONG KONG • SEOUL • SHANGHAI · SINGAPORE