Definition
Brand management is a function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations and images or 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 the process of nurturing, taking ownership of, protecting, and promoting a company’s brands.
See Also
Brand differentiation
Brand divorce
Brand engagement
Brand equity
Brand evaluation
Brand extension
References
- Investopaedia, investopedia.com/terms/b/brand-management.
- American Marketing Association, AMA Dictionary.