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Zac Johnson
Zac Johnson
Zac Johnson is on the Brand.com Board of Advisors and is the Brand.com Blog Moderator. Zac has over 17 years of experience in internet marketing and branding and has helped generate millions of dollars in business for brands and individuals of all sizes across the world. He is compensated for his contributions to the Brand.com Blog.
February 20, 2014 at 4:15 pm | 1539 Views

The Hierarchy of Brand Management

If you are a keen pupil of human psychology, you probably already know about Abraham Maslow’s famous theory on human psychological development called the “Hierarchy of Needs.”

It’s simply a pyramidal model that demonstrates his theory behind human motivational needs and desires. You can see an example of his famous model below:

From his research, he concluded that in order for a human to successfully develop into greatness, or by what he calls “self-actualization,” one must first successfully meet their primary needs – the physiological, safety, belonging/ love, and self-esteem needs.

By fulfilling the basic needs, only then can one achieve greatness to the likes of Albert Einstein, Eleanor Roosevelt and Frederick Douglass.

But the same can be said about brands. How does an online brand achieve greatness? Without building the right foundation first, an online brand may also never achieve its true potential.

The Hierarchy of Brand Management

That’s why Brand.com devised its own pyramidal model called “The Hierarchy of Brand Management.” You can see and learn all about the necessary steps a brand needs to exercise in the infographic below:

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42 comments
a.jones
a.jones

It's been a minute since I've thought about Maslow and the analogy pulled me into the blog post pretty quickly.


rdavis10483
rdavis10483

Great visualization, should really help increase outside understanding of what we do.

Tim Boyd
Tim Boyd

great visual way to lay out the brand.com process! 

DJPC52988
DJPC52988

Love the hierarchy idea. It's nice to see the necessary steps and where they fall in the realm of OBM. 

monicajohnson74
monicajohnson74

There are so many companies that have little to no digital presence.  The Media Blast campaign sounds awesome.

albrechtac
albrechtac

pyramidal sounds like a fake word haha. love the graphic! 

N Mellor
N Mellor

Awesome graphic, this makes sense. Media Blast seems to be an essential component to get things going. 

briiiiittyyy
briiiiittyyy

I like the play off of Maslow's Hierarchy. 

TNavin
TNavin

Great visual breakdown!

JordanRScott44
JordanRScott44

This is a great way of breaking everything down!!!

courtnarucker
courtnarucker

Great visual. It is the food channel to a healthy online brand 

ishark33
ishark33

What a great comparison. This is an awesome little tool

Harrison Pew
Harrison Pew

This provides a much more in-depth understanding into exactly what brand management entails.

Cliff S
Cliff S

I happen to process things better visually, so thanks for this!!

annmjohnson
annmjohnson

Thanks for the visuals.  Definitely brings things into perspective!

jeffadams870
jeffadams870

Love this infographic guys. Pretty much sums up online brand management in 2014.

Sophie Tran
Sophie Tran

AWESOME! I could not have explained it better myself! Absolutely LOVE it! 

TarekOsman
TarekOsman

This is an awesome analogy.  Good stuff.

JRHalloran
JRHalloran moderator

Excellent comparison! Just like a healthy person, brands also need to exercise a foundation for themselves in order to be impervious and "great."

JustinDeLisi
JustinDeLisi

This is a simple to understand tool that can make sense to anyone.

AdamFelch
AdamFelch

Great Parallel. I would say that the need of having a "Site" does not match the importance of Food, air and water, but nonetheless, it is important. 

RonGamble
RonGamble

This a great visual tool to understand what can be a confusing concept to some people.


gregorycholt
gregorycholt

Excellent infographic. Really captures what we do very well.

VeazeyJ
VeazeyJ

I love the collaboration of Maslow's needs and brand needs. This is so clever and a great way to break it down for everyone! 

Dillon Young
Dillon Young

A foolproof plan to ensuring that your Brand thrives online. Genius.

katiekunkle
katiekunkle

@JustinDeLisi Totally agree. I think this should be used in entry level college classes as a basic foundation to understand Search Engines!

JRHalloran
JRHalloran moderator

@AdamFelch Yeah, but it is definitely the "food and water" for an online brand!

Jules Pileggi
Jules Pileggi

@VeazeyJ  Yeah, the pyramid visual is a great way of explaining types of brand management. 

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