Tuesday, 8 June 2010

Brand Management

Hi Scouters,


If like me you have had trouble sourcing all the fonts etc. to conform to the Scouting associations BRAND guide, help is at hand.  I have compiled all the Section and Association Fonts into one place. (see the end of this blog for the download link).  But before you rush off downloading and applying time and effort into conforming to the Scout Associations design I thought I would take a little time to inquire WHY?


Brands have become increasingly important in today's competitive world both for competitors and for consumers of products.  The Scout brand is part of our Intellectual Property.   It has been developed by the millions of scouts around the world over the last 100+ years and needs to be protected and nurtured.  The Dictionary of Business and Management defines a 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." However a brand is more than a mere visual element of design. It is a collection of perceptions in the mind of the public. It a symbol, if you like it’s the embodiment of all we are and all we do..


The Scout Association and world scouting body invest heavily into managing consumers perception of the scout brand.  Also they invested heavily in the initial positioning in the market so as to distinguish it from other competing brands. Brand Management begins with a branding strategy. Brand management involves building an emotional brand strategy. This is because people have a tendency to build a strong attachment to a brand. Brands evoke emotion and a good brand management strategy can increase brand loyalty among consumers. The perceptions in the minds of the consumers are in some ways more important than the products themselves. Another critical part of a brand management strategy is building trust in the brand. This can be achieved by delivering high quality products and also by creating products with an appealing design. A good brand management strategy involves making sure that the logo of the brand depicted on various products appeals to consumers.


Scouting is a strong recognisable brand with clear emotional attachments and this makes it attractive to external groups for co-branding, sub-branding and hybrid branding. These are all techniques that help companies reach out to new customers and leverage their own brands, thereby earning them more revenue. Our Brand managers are constantly striving to ensure that Scouting’s brand is not misused or commercialised. But we must all be conscious of not intentionally or unintentionally dilute and tarnish the brand image or knowingly allow others to do the same.


For brand management to be successful, it is also important to possess the right attitude. Brands must be constantly monitored and violations effectively enforced.  So help us ensure that Scouting and all the hard work of the generations of Scouts an Volunteers around the world doesn’t go to waste, be a strong supporter of Brand management.  Educate and police brand application and commercialisation in your Group, District, County or Region.




Yours in Scouting,


Matthew Black,
Development Officer GLMW


1 comment:

  1. Thanks Matthew this is a great help - Well Done!