{"id":41062,"date":"2024-05-28T10:58:30","date_gmt":"2024-05-28T08:58:30","guid":{"rendered":"https:\/\/www.celum.com\/en\/?p=41062"},"modified":"2025-07-30T13:25:49","modified_gmt":"2025-07-30T11:25:49","slug":"strategic-brand-management","status":"publish","type":"post","link":"https:\/\/www.celum.com\/en\/blog\/strategic-brand-management\/","title":{"rendered":"What is Strategic Brand Management?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"41062\" class=\"elementor elementor-41062\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5862c0f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5862c0f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4e44910\" data-id=\"4e44910\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e35a7be elementor-widget elementor-widget-text-editor\" data-id=\"e35a7be\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">I am always amazed at how many business gains can be traced back to strategic brand management:<\/span><\/p><p><span style=\"font-weight: 400;\">Greater brand equity. Strong brand recognition. Customer loyalty. Higher sales. Stronger pricing power. Bigger market share\u2026And those are just the tip of the iceberg.<\/span><\/p><p><span style=\"font-weight: 400;\">But such is the power and impact of a strategic approach to maintaining brand identity and positioning.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It\u2019s that incredible.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">But it is also incredibly difficult, particularly if you\u2019re moving from a non-strategic approach. It can also seem intimidating at first.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">That\u2019s why we\u2019ve created this guide to help you better understand strategic brand management and how to get started implementing it in your organization.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">So, without any further ado, here\u2019s everything you need to know about strategic brand management.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50b343f elementor-toc--minimized-on-tablet elementor-widget elementor-widget-table-of-contents\" data-id=\"50b343f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;exclude_headings_by_selector&quot;:[],&quot;no_headings_message&quot;:&quot;No headings were found on this page.&quot;,&quot;headings_by_tags&quot;:[&quot;h2&quot;,&quot;h3&quot;,&quot;h4&quot;,&quot;h5&quot;,&quot;h6&quot;],&quot;marker_view&quot;:&quot;numbers&quot;,&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of Contents\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__50b343f\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-down\"><\/i><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__50b343f\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-up\"><\/i><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__50b343f\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-6682dd1 e-flex e-con-boxed e-con e-parent\" data-id=\"6682dd1\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a6d6dd4 elementor-widget elementor-widget-template\" data-id=\"a6d6dd4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"46331\" class=\"elementor elementor-46331\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bf62dfa elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bf62dfa\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wider\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-56174497\" data-id=\"56174497\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-57dcd3f3 elementor-widget elementor-widget-image\" data-id=\"57dcd3f3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"768\" height=\"591\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-768x591.png?ver=1744794309\" class=\"attachment-medium_large size-medium_large wp-image-45681\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-768x591.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-300x231.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-1024x788.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-1536x1182.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-2048x1576.png 2048w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-1920x1477.png 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-f812609\" data-id=\"f812609\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e488401 elementor-widget elementor-widget-text-editor\" data-id=\"5e488401\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"--l sentence_highlight\">FREE DAM GUIDE<\/span><span class=\"--r sentence_highlight\"><br \/><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3420dee1 elementor-align-left celum-button celum-button--secondary elementor-mobile-align-center elementor-widget elementor-widget-button\" data-id=\"3420dee1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.celum.com\/en\/guide-creating-great-content-experiences-with-dam\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Request now<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8c61b3a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8c61b3a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d07b18a\" data-id=\"d07b18a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d9311d0 elementor-widget elementor-widget-heading\" data-id=\"d9311d0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What is strategic brand management?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f23b48 elementor-widget elementor-widget-text-editor\" data-id=\"4f23b48\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">I admit that the term &#8211; <\/span><i><span style=\"font-weight: 400;\">strategic brand management<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; can seem a little ambiguous. Granted, the word \u201cstrategic\u201d does hint at several possible explanations. But it doesn\u2019t really say much, does it?<\/span><\/p><p><span style=\"font-weight: 400;\">And yet, that\u2019s exactly what\u2019s at the core of the concept. Let me explain.<\/span><\/p><p><span style=\"font-weight: 400;\">So, first of all, when we talk about strategic brand management, we usually mean the long-term approach companies take to developing and maintaining a cohesive brand identity and consistent brand image.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In practical terms, this means ensuring that the brand is represented in a unified way, regardless of a platform, marketing or distribution channel, or customer touchpoint.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Take Nike, for example. Its iconic \u201cswoosh\u201d logo, the inspiring and motivational tone of communications (\u201cjust do it\u201d), or the use of bold and dynamic in visuals, make the brand easily recognisable. And that\u2019s regardless of the type of messaging you encounter.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">But that comes as no surprise when you hear Phil Knight, Nike\u2019s co founder openly stating the company\u2019s approach to marketing and branding (<\/span><a href=\"https:\/\/hbr.org\/1992\/07\/high-performance-marketing-an-interview-with-nikes-phil-knight\"><span style=\"font-weight: 400;\">via HBR<\/span><\/a><span style=\"font-weight: 400;\">):<\/span><\/p><p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7a76fc0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7a76fc0\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-126e63f1\" data-id=\"126e63f1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-31c3f752 elementor-blockquote--skin-border elementor-widget elementor-widget-blockquote\" data-id=\"31c3f752\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\tFor years, we thought of ourselves as a production-oriented company, meaning we put all our emphasis on designing and manufacturing the product. But now we understand that the most important thing we do is market the product. We\u2019ve come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool. What I mean is that marketing knits the whole organization together.\t\t\t<\/p>\n\t\t\t\t\t\t\t<div class=\"e-q-footer\">\n\t\t\t\t\t\t\t\t\t\t\t<cite class=\"elementor-blockquote__author\">Phil Knight, Nike's Co Founder<\/cite>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-831bb1e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"831bb1e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e3a51f9\" data-id=\"e3a51f9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e28d2de elementor-widget elementor-widget-text-editor\" data-id=\"e28d2de\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Patagonia, Coca-Cola, IKEA are other examples of brands with incredibly cohesive brand image, and strong strategic approach to how they manage the brand. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-28c9aa7 elementor-widget elementor-widget-heading\" data-id=\"28c9aa7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">But why is it so critical to develop a strategic approach to brand management?\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5d498d2 elementor-widget elementor-widget-text-editor\" data-id=\"5d498d2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The short answer is that strategic brand management helps gain clarity about your brand, develop consistency in brand image and communications, and aligns the company\u2019s identity and messaging.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">But naturally, there is far more to it, so let\u2019s dig a little deeper into the benefits of strategic brand management.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f4e09b0 elementor-widget elementor-widget-heading\" data-id=\"f4e09b0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Increased brand equity \n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-581449e elementor-widget elementor-widget-text-editor\" data-id=\"581449e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">There is an undeniable connection between a brand and a product. The product on its own offers certain value to customers. But couple it with a strong and unified brand reputation, recognition, and perception, and you create a situation where customers desire it even more and are willing to pay a premium price for the product.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">And needless to say, such is the effect of increased brand equity resulting from strong strategic brand management practices.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1b8a636 elementor-widget elementor-widget-heading\" data-id=\"1b8a636\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Strong customer loyalty\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-39c17af elementor-widget elementor-widget-text-editor\" data-id=\"39c17af\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Similarly, a unified brand image and recognition and emotional connection that go with it will help create a loyal customer base that will constantly choose your products over competitors.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Once again, companies like Nike, Coca-Cola, Amazon, Disney, or Samsung enjoy strong customer loyalty, and that\u2019s not a coincidence. All of those brands take a strategic approach to their image and identity, after all.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cad1ddd elementor-widget elementor-widget-heading\" data-id=\"cad1ddd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Stronger market differentiation\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e38be62 elementor-widget elementor-widget-text-editor\" data-id=\"e38be62\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">I suppose this goes without saying. A strong and cohesive brand image will immediately distinguish a brand from its competitors. And that will happen on many levels:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Overall brand image will make it impossible to confuse it with another brand.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It will boost brand recognition and recall.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A unified brand will communicate its unique values which, once again, will make it unmistakable.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It will create a unique emotional connection with customers, too, and that will be impossible to replicate for competitors, and more.\u00a0<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">And since this is going to happen across all touchpoints, marketing and distribution channels, and communication methods, the strategic brand management will only continue to strengthen that differentiation over and over again.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a812670 elementor-widget elementor-widget-heading\" data-id=\"a812670\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Supporting long-term growth\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b8be9a elementor-widget elementor-widget-text-editor\" data-id=\"9b8be9a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This benefit comes as a result of the three benefits I mentioned above. Strong equity, loyalty, and differentiation will result in a consistent and recognisable market presence, growth in sales, repeat purchases, referrals, word-of-mouth, and more.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a54e821 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a54e821\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ff5e2e4\" data-id=\"ff5e2e4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0486d4b elementor-widget elementor-widget-heading\" data-id=\"0486d4b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Who is responsible for strategic brand management?\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d5aa825 elementor-widget elementor-widget-text-editor\" data-id=\"d5aa825\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Let me start by dispeling a common misconception. Strategic brand management isn\u2019t a practice you just hand over to the marketing or creative department.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Quite the contrary. To implement a strategic approach to brand management, your company actually needs a person dedicated to overseeing it &#8211; a brand manager.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A brand manager oversees practically every aspect of strategic brand management:\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">First of all, brand managers develop brand strategies. Sure, there might be other people involved in the process but it is the manager who initiates and oversees it.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They conduct market research and identify how to position the brand within target markets.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They oversee how the brand is being portrayed in advertising and marketing campaigns, and very often, also oversee those campaigns.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They manage brand identity and positioning, and monitor brand performance.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They are the ones who work towards ensuring consistency across all brand touchpoints, and more.\u00a0<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">There is one more question that I\u2019m sure you\u2019ve been asking yourself while reading this guide.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1cebe6f elementor-widget elementor-widget-heading\" data-id=\"1cebe6f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">How does strategic brand management differ from brand strategy?\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f6c819 elementor-widget elementor-widget-text-editor\" data-id=\"6f6c819\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">It\u2019s a fair question. Both terms sound quite similar, after all. The focus word in both terms is strategy. As a result, we often see them as identical, or at least having many overlapping activities. Both terms focus on brand development, too, albeit differently.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">And yet, both brand strategy and strategic brand management are distinct aspects of a company\u2019s brand operations.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Let me explain.<\/span><\/p><p><span style=\"font-weight: 400;\">When we talk about<\/span><b> brand strategy<\/b><span style=\"font-weight: 400;\"> we simply mean the long-term vision for the brand.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The strategy defines what the brand stands for. It lists all its core values that the brand wants to communicate through its image and communications. It also outlines the brand mission and vision, and sets the foundation for how the brand wants to be perceived by the target audience.\u00a0<\/span><\/p><p><b>Strategic brand management<\/b><span style=\"font-weight: 400;\">, on the other hand, focuses more on day to day brand operations.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">As part of the process, the brand manager oversees marketing campaigns, manages brand consistency in all brand and product-related communications. They track brand performance and metrics, and generally, ensure that the brand is portrayed consistently across all touchpoints.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">As a result, both activities deliver different outcomes.\u00a0<\/span><\/p><table><tbody><tr><td>\u00a0<\/td><td><p><b>Brand strategy<\/b><\/p><\/td><td><p><b>Strategic brand management<\/b><\/p><\/td><\/tr><tr><td><p><b>Role<\/b><\/p><\/td><td><p><span style=\"font-weight: 400;\">Strategic planning<\/span><\/p><\/td><td><p><span style=\"font-weight: 400;\">Execution and operations<\/span><\/p><\/td><\/tr><tr><td><p><b>Focus<\/b><\/p><\/td><td><p><span style=\"font-weight: 400;\">Long-term<\/span><\/p><\/td><td><p><span style=\"font-weight: 400;\">Day-to-day brand operations<\/span><\/p><\/td><\/tr><tr><td><p><b>Components and activities<\/b><\/p><\/td><td><p><span style=\"font-weight: 400;\">Brand purpose, brand vision, target market analysis, brand roadmap development, and more<\/span><\/p><\/td><td><p><span style=\"font-weight: 400;\">Overseeing marketing and advertising campaigns, brand communications, monitoring performance, training<\/span><\/p><\/td><\/tr><tr><td><p><b>Outcome<\/b><\/p><\/td><td><p><span style=\"font-weight: 400;\">Roadmap and guidelines to making brand-related decisions<\/span><\/p><\/td><td><p><span style=\"font-weight: 400;\">Building a cohesive and unified brand image<\/span><\/p><\/td><\/tr><\/tbody><\/table><p><span style=\"font-weight: 400;\">For the same reason, neither could replace the other. In fact, a company should focus on both simultaneously, and run them in parallel.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This brings us to the actual implementation of the strategic approach to brand management.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-80a0cae elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"80a0cae\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wider\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-74ebfde\" data-id=\"74ebfde\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f452580 elementor-widget elementor-widget-image\" data-id=\"f452580\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"615\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-1024x787.png\" class=\"attachment-large size-large wp-image-44574\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-1024x787.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-300x231.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-768x590.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-1536x1181.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-ca0bb69\" data-id=\"ca0bb69\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e560e3b elementor-widget elementor-widget-text-editor\" data-id=\"e560e3b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The 2024 State of Brand Management Tools in Europe<\/h2>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2ba6f40 elementor-widget elementor-widget-text-editor\" data-id=\"2ba6f40\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Gain the latest insights into brand management with our 2024 Brand Management Survey! We surveyed marketing and brand managers from medium and large B2B and B2C organisations across Europe to understand the current state of Brand Management tools \u2013 and the results are insightful.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6fc57f4 elementor-align-left celum-button celum-button--secondary elementor-widget elementor-widget-button\" data-id=\"6fc57f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.celum.com\/en\/brand-management-survey-report\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Get the Report<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aea927d elementor-widget__width-auto elementor-absolute elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"aea927d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_position&quot;:&quot;absolute&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2021\/03\/NEW-Dark.svg\" class=\"attachment-medium size-medium wp-image-7524\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37a9522 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"37a9522\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7854650\" data-id=\"7854650\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3d5494e elementor-widget elementor-widget-heading\" data-id=\"3d5494e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How to implement and oversee strategic brand management\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b46869e elementor-widget elementor-widget-text-editor\" data-id=\"b46869e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The first thing I need you to understand about implementing a brand management strategy is that you can\u2019t do it without a dedicated brand management platform.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">As you\u2019ve seen above, the strategic approach focuses primarily on day-to-day operations and execution. And that, usually, involves overseeing, and being actively involved in quite a number of projects and tasks, something that would be impossible to do without a dedicated tool.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">So, as part of this overview, let me show you how to do it using our <\/span><a href=\"https:\/\/www.celum.com\/en\/brand-management-software\/\"><span style=\"font-weight: 400;\">brand management platform CELUM<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41bd5df elementor-widget elementor-widget-heading\" data-id=\"41bd5df\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">What is CELUM?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6618435 elementor-widget elementor-widget-text-editor\" data-id=\"6618435\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">CELUM is a complete brand management platform that helps organisations unify their brand experience, making brands understood and thrive.\u00a0\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Or to put it simply, CELUM is the tool you use to take a strategic approach and control over your brand identity across all channels and touchpoints.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">And the platform offers a whole range of capabilities to help you achieve it:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-27fd300 elementor-widget elementor-widget-heading\" data-id=\"27fd300\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Brand asset management\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a64508f elementor-widget elementor-widget-text-editor\" data-id=\"a64508f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">With this feature, you can centralise all your brand assets &#8211; logos, color schemes, typography guidelines, brand guidelines, templates, images, videos, and more.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b33193 elementor-widget elementor-widget-image\" data-id=\"2b33193\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"548\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-1-1024x701.png\" class=\"attachment-large size-large wp-image-40776\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-1-1024x701.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-1-300x205.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-1-768x526.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-1-1536x1052.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-1-2048x1402.png 2048w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-1-1920x1315.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c876605 elementor-widget elementor-widget-text-editor\" data-id=\"c876605\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Want to learn more about how CELUM can help you streamline brand management? <\/b><a href=\"https:\/\/www.celum.com\/en\/demo\/\"><b>Book a demo<\/b><\/a><b>, and let us walk you through the platform. <\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2fafaac elementor-widget elementor-widget-heading\" data-id=\"2fafaac\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Portals with brand guidelines<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-49e40b9 elementor-widget elementor-widget-text-editor\" data-id=\"49e40b9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">CELUM Portals let you create dedicated repositories of brand-related content, information, and guidelines. This way, you can communicate how to use the brand correctly to all stakeholders involved in brand-related communications.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">NOTE: Portals let you create dedicated repositories for specific audiences, and share with them what they need to know to portray your brand correctly.\u00a0<\/span><\/p><p><a href=\"https:\/\/www.celum.com\/en\/portals-3\/\"><span style=\"font-weight: 400;\">LEARN MORE ABOUT CELUM PORTALS<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-689ad9a elementor-widget elementor-widget-image\" data-id=\"689ad9a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"548\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-2-1024x701.png\" class=\"attachment-large size-large wp-image-40777\" alt=\"Centralise all brand management activities into one application, and create a single source of truth for all brand management efforts.\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-2-1024x701.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-2-300x205.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-2-768x526.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-2-1536x1052.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-2-2048x1402.png 2048w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-2-1920x1315.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-315f37b elementor-widget elementor-widget-heading\" data-id=\"315f37b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Content collaboration features\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b91f7d elementor-widget elementor-widget-text-editor\" data-id=\"4b91f7d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Capabilities like Kanban boards, <\/span><a href=\"https:\/\/www.celum.com\/en\/online-proofing\/\"><span style=\"font-weight: 400;\">online proofing features<\/span><\/a><span style=\"font-weight: 400;\">, control and compliance, and more will help you create on-brand content with ease.\u00a0<\/span><\/p><p><a href=\"https:\/\/www.celum.com\/en\/content-collaboration\/\"><span style=\"font-weight: 400;\">LEARN MORE ABOUT CELUM\u2019s CREATIVE CONTENT COLLABORATION FEATURES<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9cdae56 elementor-widget elementor-widget-image\" data-id=\"9cdae56\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"548\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-image-1-new-1024x701.png\" class=\"attachment-large size-large wp-image-40308\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-image-1-new-1024x701.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-image-1-new-300x205.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-image-1-new-768x526.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-image-1-new-1536x1052.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-image-1-new-2048x1402.png 2048w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/UI-image-1-new-1920x1315.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41d5f71 elementor-widget elementor-widget-heading\" data-id=\"41d5f71\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Brand templates\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7fccf38 elementor-widget elementor-widget-text-editor\" data-id=\"7fccf38\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">We brought this feature in direct response to an enormous challenge brand managers faced with branded content &#8211; Teams and employees not following brand guidelines when creating their own branded content.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">With Templates, the challenge becomes a thing of the past. Your colleagues across the entire organisation will still be able to create their own branded content. However, with Templates, they can only do it based on pre-defined templates, ensuring absolute consistency of the brand image.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2220685 elementor-widget elementor-widget-image\" data-id=\"2220685\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"548\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Tamplate-based-content@3x-1-1024x701.png\" class=\"attachment-large size-large wp-image-40927\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Tamplate-based-content@3x-1-1024x701.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Tamplate-based-content@3x-1-300x205.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Tamplate-based-content@3x-1-768x526.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Tamplate-based-content@3x-1-1536x1052.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Tamplate-based-content@3x-1-2048x1402.png 2048w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Tamplate-based-content@3x-1-1920x1315.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-12768ab elementor-widget elementor-widget-text-editor\" data-id=\"12768ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Want to see how CELUM can help you manage a brand strategically? <a href=\"https:\/\/www.celum.com\/en\/demo\/\">Book a demo<\/a> and let us show you CELUM in action.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-46e5367 e-flex e-con-boxed e-con e-parent\" data-id=\"46e5367\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-15978ce elementor-widget elementor-widget-template\" data-id=\"15978ce\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"46338\" class=\"elementor elementor-46338\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-48170015 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"48170015\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wider\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-78206a8f\" data-id=\"78206a8f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-66bdb27f elementor-widget elementor-widget-image\" data-id=\"66bdb27f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"591\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/CSC-ebook-Mockup-EN-without-shadow-768x591.png\" class=\"attachment-medium_large size-medium_large wp-image-46327\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/CSC-ebook-Mockup-EN-without-shadow-768x591.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/CSC-ebook-Mockup-EN-without-shadow-300x231.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/CSC-ebook-Mockup-EN-without-shadow-1024x788.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/CSC-ebook-Mockup-EN-without-shadow-1536x1182.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/CSC-ebook-Mockup-EN-without-shadow-2048x1576.png 2048w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/04\/CSC-ebook-Mockup-EN-without-shadow-1920x1477.png 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-78701ef3\" data-id=\"78701ef3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7a85e064 elementor-widget elementor-widget-text-editor\" data-id=\"7a85e064\" data-element_type=\"widget\" data-e-type=\"widget\" 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Learn what does it mean to manage the brand strategically.<\/p>\n","protected":false},"author":53,"featured_media":41184,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[179,86],"tags":[],"post_folder":[],"class_list":["post-41062","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-management","category-content-supply-chain"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.6 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is Strategic Brand Management? - Celum<\/title>\n<meta name=\"description\" content=\"Discover what strategic brand management is. 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