Model dimension · 08 / 08
Does your brand feel the same across every channel?
Brand management evaluates whether the company builds a consistent relationship with the customer beyond the channel where they interact.
Maturity levels
How does brand management look at each level?
0
Non-existent
No brand management aligned to the cross-channel experience.
1
Emerging
Brand communication differs depending on the channel.
2
Multichannel
There are consistency efforts, but the brand experience still depends on the channel.
3
Transitioning to omnichannel
The company defines a brand promise that is applied to the main channels.
4
Managed omnichannel
The brand is managed consistently and its impact on the customer relationship is measured.
5
Optimised omnichannel
The brand lives in the customer relationship, adapts with data, and is reinforced at every interaction.
Warning signs
Does any of this sound familiar?
Brand communication changes tone depending on the channel or region.
The loyalty program does not recognize the customer across channels.
The brand is not activated consistently across physical and digital touchpoints.
Engagement is measured by channel reach, not by the customer relationship.
Frequently asked questions
Common questions about brand management
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