Methodical Approach to the Implementation of Brand Management Procedure in Non-Commercial Sector Organizations

Abstract

The article is devoted to the formation of a methodical approach to the implementation of the brand management process. The essence of the concept of «brand», «branding» and «brand management» was disclosed, the stages of brand management were mentioned. A distinction is made between brand management and branding. Branding as a brand building process is part of brand management – the entire brand management process. Also, the article reveals the differences in brand management of commercial and non-profit organizations, because the brand’s role for the organization determines the importance of components for the brand and for the brand management process. In view of the differences, the article proposes an author’s conceptual model of brand management stages, which is designed to systematize and deepen the methodology of brand management of non-profit organizations as a holistic brand management system. This model implies the consistent implementation of the steps in order for the organization to become a brand. The created concept has 5 blocks: unit of purpose formation, analysis of the current state, brand audit, branding procedures, management of the created brand. The article describes in detail the mentioned stages and gives recommendations on their implementation. The goal-setting unit is very important as it defines the organization’s mission, which should be taken into account at all stages of brand management. The analysis of the current state is carried out by the organization, which has already spent some time working in the market, and have a certain audience that should be investigated. The brand audit, according to the proposed structure, can be conducted from time to time by organizations to respond promptly to problems and to alert them in a timely manner. Only after all research the organization can begin the branding process and develop positioning. The branding procedure in the article reveals the management of the brand. It is important to monitor performance and make changes in the presence of identified problems.