Assuming you are a newly hired brand manager, how will you start managing a submerging brand?

Your question requires a great detail of analysis. evaluation, strategy crafting and then implementation for the brand in question. There is no single turn key solution for this, unfortunately. Here is a skeleton of what it may take me to turn it around.

1. First, I will make a comprehensive analysis of what the brand is about, such as positioning, imagine and equity. It will certainly require branding and research skills, which will help understand the promise of the brand and where it stands in the mind of customers.

2. Second, I will sit down with the key stakeholders and share the findings of the research and analysis. With the consultation of the same people, I will be able to estimate if brand promise and brand perception are in line with each other or alignment is needed.

3. Once stakeholders show their consensus on the brand promise, I will be able to crave a strategy to enhance it (or start re-branding process for the brand in trouble).

4. Foruth, it comes to down to my team's competence, how effectively they can pursue the updated (or new) strategy we carve out for the brand.

5. Lastly,  we must keep a close eye on our brand's performance in the market. Branding or re-branding is an intricate and time consuming process. It demands time and dedication to create and nurture a brand. Adjusting my strategy in the light of feedback from customers and market will eventually guide my brand into the desired direction.

Cheers!

Kashif don't make things complicated he is new remember give him the basics first. What i can tell you is this study your brand competitors and you will learn a lot on how you can manage and grow your brand. Studying them will teach you how they positioning their brand at the same time teaching you how to position yours. That's it