In the past, the management of an organization’s brand has usually been the sole domain of the organization’s marketing team. However, with the evolution of the Internet and people’s need for instant information, there is a greater call for public relations professionals to become more directly involved with an organization’s brand management.
The Dictionary of Business and Management defines brand as: a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.
But according to Colin Bates, a brand management specialist from www.buildingbrands.com, brand means much more than that. “More accurately,” he says, “brand is a collection of perceptions in the mind of the consumer.”
Essentially, brand is more than simply a corporate logo; it is anything people can associate an organization with, whether it is a paid advertisement or an article found in a newspaper. This is where brand management becomes important and PR professionals must be vigilant.
It is not enough for public relations professionals to simply communicate news to the...
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