Mini MBA in Brand Management
Module 10

Budgeting & Brand Tracking

setting the branding budget / zero-based budgets / brand health

Here we encounter the alpha and the omega of brand management. We’re always in a cycle, usually an annual one when managing brands. We are always almost obsessively trying to track our brands and always trying to establish the budget for the year to come. It’s simply not good enough to use an advertising to sales ratio to set an appropriate budget. What is a better approach for setting the correct budget? How do you track a brand and how do you do it properly?

The answer is probably simpler than the way you’re doing it right now. And, by doing it more simply, you’ll have a load more insight into the nature of your brand and what you need to do for the coming year.