Brand Management

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

  1. Investopaedia, investopedia.com/terms/b/brand-management.
  2. American Marketing Association, AMA Dictionary.

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