Best Practices in Designing Effective Brand Teams: Brand Governance and Brand Team Management

Table of Contents

STUDY OVERVIEW

KEY INSIGHTS, PERSPECTIVES, & PRACTICES

• Team Structure and Organization
• Leadership
• Decision Making
• Critical Work Practices
• Managing Performance
• Team Behaviors
• Common Pitfalls to Avoid

KEY FINDINGS

BENCHMARK CLASS: BACKGROUND INFORMATION

• Participating Companies
• Revenues for the Benchmark Class
• Years in Market
• Average Product Age by Revenue Class
• Product Growth Rates
• Specialty vs. Primary Care
• Co-promotions and Alliances

BRAND TEAM SIZE, STRUCTURE, AND COMPOSITION

• Size of Brand Teams
• Brand Team Size Segmented by Revenue Class
• Brand Team Size Segmented by Product Age
• Brand Team Size Segmented by Primary/Specialty
• Functional Representation - Primary vs. Specialty
• Co-Promotions Compared to Brand Team Size
• Functional Representation - Core or Extended
• Functional Representation
• Additional Functions
• Functions that are Commonly Shared Services
• Brand Team Leaders - Function
• Brand Team Leaders - Level
• Brand Team Reporting Head - Function
• Brand Team Reporting Head - Level

BRAND TEAM OPERATIONS AND RESPONSIBILITIES

• Meeting Frequency - Core Team
• Meeting Frequency - Extended Team
• Brand Team Meeting Agendas
• Brand Team Accountability and Responsibility
• Brand Team Accountability or Responsibility
• Brand Team Decision Reviews
• Incentives for Brand Performance
• Performance-Based Compensation and Brand Growth
• Performance Evaluations
• Process for Escalating or Resolving Conflict
• Decision tools
• Communicating Brand Team Decisions
• Performance Metrics for Brands
• Frequency of Brand Performance Reviews