July 12, 2019

Trends

Markenmonitor 2019. The most important trends in brand management.

Alexandra Rebernig
Managing Director / Rebernig

Which trends and challenges are important for brand decision makers? What does brand management mean against the background of the changes brought about by digitalization? The brand is an increasingly important value creation factor. Implementing the brand as a holistic brand experience at all touch points along the customer journey is the challenge, as the number of contact points is growing, especially in the digital world. More than ever before, a brand must follow a central guiding idea and be consistently experienced in product, design, message and behaviour. Which trends and success factors are most important in 2019 is currently being revealed by the German Brand Monitor, a survey of decision-makers in which a total of 287 brand managers with responsibility for the strategic management of one or more brands were surveyed.

The 12 trends and success factors in brand management

01 / The brand is a decisive set screw for corporate success. For around 85 percent of decision-makers, the brand is highly relevant to the success of the company. Companies that are active in both B2B and B2C estimate the importance of the brand for corporate success to be about 15 percent higher than pure B2C companies.

02 / Not even half of the companies have an answer to the digital change. Digitization continues to be a complex development for many companies - and the majority of the companies surveyed (still) have no answer to digital change. Brand management must respond, for example by offering and designing digital products and services and by designing digital touchpoints.

03 / Almost half of the brands do not have a clear profile with customers - and more than half do not have one with their own employees. Brands lack profile sharpness, both internally and externally. Only 52 percent of the companies surveyed use onboarding measures. As a result, employees often don't know the values of the brand, don't live them in their everyday lives and thus cannot communicate them to the customer. In this way, companies miss the opportunity to create a clear brand image among consumers.

04 / Around one third of brands do not have a clearly defined positioning. Many companies still lack the groundwork: almost one third of brand decision makers state that the brand they represent does not have clearly defined brand values. Almost as many decision makers think that their brand does not have a clearly defined brand identity.

05 / The importance of internal brand management is still underestimated. 60 percent of decision makers state that internal brand management is not very important in their own company.

06 / A majority of companies see unused potential in the development of their own employer brand. An employer brand strategy exists in only 38 percent of the companies. This means that the opportunity to build a strong and focused employer brand that is attractive to potential applicants is being wasted.

07 / Brand management is too often not understood holistically. The equation of brand management with communication and advertising is rated by 33 percent of those responsible for brands as one of the biggest problems of brand management. Specifications on typical brand behaviour still do not exist in 46 percent of the companies. Overall, around 52 percent of the brand managers surveyed see only a minor influence on product development.

08 / In many companies there are too few resources for professional brand management. Only 11 percent of companies have their own brand management department. 64 percent of the respondents who do not yet have a brand management department agree that more personnel resources should be used for brand management.

09 / Customer service is not sufficiently oriented towards the brand promise. 60 percent of respondents state that the brand does not have a major influence on customer service. At the same time, almost 59 percent of decision-makers believe that the brand should have a greater influence on customer service.

10 / Too many marketing departments are generally badly positioned for the future. More than a quarter of those surveyed believe that the marketing department would have to fundamentally reposition itself to be well equipped for the future.

11 / In more than a third of the companies, defined brand goals are missing. 34 percent of the experts surveyed state that they have no defined brand goals - although over 70 percent of those who have not defined brand goals consider this to be sensible.

12 / Digital brand management with weaknesses in the management of brand-typical experience chains. The digital use cases are diverse and have different focuses, for example moving images or a "digital experience". For more than 50 percent of the decision makers, the consistent brand-typical design of all contact points is an unsolved challenge of digital brand management.

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