02 — Capability · BC-420.10
Brand Management
Define what the brand stands for, express it consistently everywhere it appears, and measure whether the market sees it the way the organization intends.
- Brand Strategy
- Brand Identity
- Brand Governance
In scope
- Brand positioning and architecture across sub-brands
- Visual and verbal identity standards
- Brand health tracking
- Brand usage approval and protection
Out of scope
- Trademark registration and enforcement (see BC-150)
- Employer brand for recruiting (see BC-320)
Decomposes into · 4
- BC-420.10.10Brand PositioningState what the brand promises, to whom and against which alternatives, and decide how sub-brands and product names relate to the master brand.
- BC-420.10.20Brand Identity & StandardsSpecify the logo, color, type, tone and imagery rules and keep them in a form any team or agency can apply without asking.
- BC-420.10.30Brand Health MeasurementTrack awareness, consideration, preference and perception over time against named competitors, and report movement with its likely causes.
- BC-420.10.40Brand Usage GovernanceApprove how the brand is used by internal teams, partners and licensees, and catch misuse before it reaches the market.