Brand management BRMG
(new)
Developing and managing a brand strategy to establish, enhance, and sustain brand identity, positioning, and value aligned with organisational goals.
SFIA 9 is in development
- SFIA 9 beta due in early July 2024
- SFIA 9 planned for publication October 2024
This is a prototype for SFIA 9. It is subject to change before publication.
Disclaimer - prototypes/new skills may be substantially modified prior to launch or may never be released.
Guidance notes
(new)
Activities may include, but are not limited to:
- conducting brand research and analysis to inform brand strategy development
- defining brand positioning, values, personality, and value proposition
- creating and managing brand identity elements, such as logos, colour palettes, and typography
- developing brand guidelines and ensuring consistent application across all touchpoints
- managing brand portfolios, architecture, and extensions
- monitoring and analysing brand performance metrics and consumer perceptions
- collaborating with internal stakeholders to align brand strategy with overall business objectives
- partnering with external agencies and vendors to execute brand initiatives and campaigns
- continuously refining and adapting brand strategy based on market trends and insights.
Understanding the responsibility levels of this skill
Where lower levels are not defined...
- Specific tasks and responsibilities are not defined because the skill requires a higher level of autonomy, influence, and complexity in decision-making than is typically expected at these levels. You can use the essence statements to understand the generic responsibilities associated with these levels.
Where higher levels are not defined...
- Responsibilities and accountabilities are not defined because these higher levels involve strategic leadership and broader organisational influence that goes beyond the scope of this specific skill. See the essence statements.
Developing skills and demonstrating responsibilities related to this skill
The defined levels show the incremental progression in skills and reponsibilities.
Where lower levels are not defined...
You can develop your knowledge and support others who do have responsibility in this area by:
- Learning key concepts and principles related to this skill and its impact on your role
- Performing related skills (see the related SFIA skills)
- Supporting others with tasks (generic examples are provided by the essence statements for each level)
Where higher levels are not defined...
- You can progress by developing related skills which are better suited to higher levels of organisational leadership.
Levels
Defined at these levels: | 4 | 5 | 6 |
Click to learn why SFIA skills are not defined at all 7 levels.
Show/hide extra descriptions and levels.
Level 1
Level 2
Level 3
Brand management: Level 4
(new)
Contributes to the development and implementation of brand identity elements and guidelines. Assists in conducting brand research and analysis. Ensures consistent application of brand standards across assigned projects. Monitors brand performance metrics and reports on key findings.
Brand management: Level 5
(new)
Leads the development and execution of brand strategies and plans. Defines brand positioning, values, and value proposition. Manages brand identity, portfolio, and architecture. Conducts in-depth brand performance analysis and provides strategic recommendations. Collaborates with internal and external stakeholders to align brand initiatives with business objectives.
Brand management: Level 6
(new)
Establishes the overall brand vision, strategy, and governance for the organization. Oversees brand research, analysis, and strategic planning. Evaluates brand performance and equity, making strategic decisions to enhance brand value. Ensures alignment of brand strategy with organisational goals and market dynamics.