What is Brand Governance?

Brand governance definition: brand governance is the act of creating a clear vision, mission, and set of values for a brand; these work as a guide for a brand’s marketing efforts.

Brand governance – in the era of digital marketing – can be considered as:

• Adhering to a brand’s vision, mission, and values
• Adapting these messages to a brand’s media mix

For example…

Adidas’s brand statement can be defined as, “Impossible is Nothing”.

Adidas’s brand governance would be:

1. Effectively sharing this message
2. Adapting the message to the channel they are using

The method of sharing this method will differ on each platform – Instagram vs. LinkedIn vs, Facebook, etc. – but the core message remains the same.

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Popularity of the term Brand Governance

Concept related to Brand Governance

• Brand consistency
• Brand identity
• Sentiment analysis

Additional resources about Brand Governance

• Brand Governance: 6 Guidelines To Better Manage Your Brand
• Four Bright Ideas on Brand Governance
• How to Successfully Enforce Brand Governance