Brand Management

Definition

Brand management is a function of marketing that uses techniques to increase the perceived value of a branded product or product line over time. Effective brand management coordinates the marketing mix and develops loyal customers through positive brand associations, images, and a strong awareness of the brand. [1]

Product managers or brand managers are responsible for developing marketing plans, coordinating implementation of the plans by the functional departments, and monitoring performance of their assigned products. [2]

In a brand management organization, each product receives the full attention of one brand manager responsible for its success.

NOTE: The terms product management and product manager are interchangeable with brand management and brand manager.

Brand stewardship is another expression for effective, long-term brand management and protection. [1]

See Also

Brand differentiation
Brand engagement
Brand equity
Brand evaluation
Brand extension

References

1. Universal Marketing Dictionary Project, 2026.
2. American Marketing Association, AMA Dictionary.