Brand Management

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Description of Brand Management. Explanation.


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Definition Brand Management. Description.

Brand Management (BM) refers to the managerial activities related to increasing, maintaining, or rationalizing the value of a brand through managing its tangible and intangible aspects.

For service brands the tangibles are to do with the customer experience - the retail environment, interface with salespeople, overall satisfaction, etc. For product, service and corporate brands, the intangibles are the same and refer to the emotional connections derived as a result of experience, identity, communication and people.

Strong brands can be legally protected, are easy to pronounce, easy to remember, easy to recognize, attract attention, suggest product benefits or usage, support the company or product image, distinguish the product's positioning relative to the competition.


Changes in Emphasis of Brand Management

Initially brand management emphasized a product- and company-centric perspective that considered customers as passive recipients. Nevertheless, their seem to be a shift in paradigm in which brands are now seen as a portfolio of meanings built by personalized experiences of multiple stakeholders that are co-created in relations, interactions and brand touch points. As a result of this paradigm shift, the tasks of brand managers have now changed in several ways:

  1. MULTIPLE STAKEHOLDER PERSPECTIVE: Although brand managers used to take into account customers’ perception of brands, they are now forced to also consider the multiple stakeholders’ perceptions and interpretations of brands; this is a multiple-stakeholder perspective in which brands are seen customer-employee and a company-stakeholder interface. Actually, the company becomes the brand in this case.
  2. MORE ACTIVITIES: Because of the wider perspective of brand management, additional activities besides the traditional ones (advertising, communication) should be considered. The reason is that now brand perceptions depend on the question whether brands are able to meet their promises and give a superior impression by stakeholders throughout the process of contact and interactions they will have. This will create commitment and brand loyalty.
  3. DECREASED CONTROL: As a result of the paradigm shift, customers’ opinions about brands are affected by the multiple stakeholders’ perceptions, who are able to share their perceptions through the use of social networks. Indeed, social networks become increasingly powerful in constructing the brand meaning and perceptions; brand managers have lost some of their control over their brand as a result of this power shift.

Source: Iglesias, O. And E. Bonet (2012). “Persuasive Brand Management: How managers can influence brand meaning when they are losing control over it.” Journal of Organizational Change Management, Vol. 25

The Internet has become an important channel for managing brands and the Online Corporate Reputation.

Brand Management Forum
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  How to Maintain a Brand once it's Established?
How can you maintain a brand so it will not lose its value?
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  What is Orange Marketing? Definition
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  3 C's of Brand Positioning
What are the 3 C's of brand positioning?...
  Brand Advertising versus Positioning
What is the difference between brand advertising and brand positioning?
Support of an example is welcomed.....
  Brand Performance / Satisfaction Model
I designed a model for determining the drivers of brand performance across departments and within them. It deals with both emotional and functional determinants. Take a look at my website and there is a functioning example that yo...
  Brand Comparison in Advertising
One more point is that of comparing two or more different brands.
One brand can compare its product or service with its competitor brand on the basis of utility and features of the product or services.
For example: in print ads where...
  What is Brand Rivalry? Definition
What precisely is brand rivalry?...

Brand Management Special Interest Group

Special Interest Group


Best Practices - Brand Management Premium
  Managing Brand Hierarchy
Hi, can anyone give a definition of brand hierarchy? How should such a hierarchy be managed? Please include an example if you can. Thank you....

Expert Tips - Brand Management Premium

Why are Brands Often So Similar? Understanding Brand Similarity/Parity

Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high level of brand similarity/brand ...
Usage (application): Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation

The 22 Laws of Branding (Trout & Ries)

1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all people undermines the power of th...
Usage (application): Branding, Brand Recognition

Status Brands: The influence of Power-distance Beliefs

Status brands are brands that can inherently raise the social prestige of its owners within a certain community or society.
Status brands are dif...
Usage (application): Branding, Brand Management, Power Distance, Brand Recognition

Brand Engagement of Consumers in the Digital Age

Edelman argues that nowadays people are connecting with brands in a different way than before. This is cuased mainly because of an increased number of...
Usage (application): Branding, Brand Management, Marketing, Advertising

Brand Relationship Quality

A lot of research has been done to consumers’ brand evaluations about brands by examining factors such as brand attitudes and perceived brand quality....
Usage (application): Branding, Brand Management, Brand Differentiation, Brand Relationship

Three Dimensions in How Global Brands are Evaluated by Consumers

Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics are critical in the evaluation o...
Usage (application): Global Branding, Corporate Reputation, CSR, Globalization

Resources - Brand Management Premium

Brand Stretching and Extension

Presentation that is mainly about Brand Stretching and branding in a Global Context. The presentation includes many examples and contains the followin...
Usage (application): Brand Management, Brand Identity, Global Brand, Meta Brand

Introduction to Managing Brands

Presentation about brand management. Table of content:
- Brand Loyalty: brand recognition, brand ...
Usage (application): Brand Management, Brand Loyalty, Brand Equity

Jennifer Aaker on Branding

Jennifer Aaker explains the difference between brand and branding:
- "Branding" is just the tip of the iceberg (the mark, the name, the icon, the...
Usage (application): Jennifer Aaker on Branding

Social Media for Organizations

This presentation provides interesting information about the usage of social media for businesses. The presentation includes the following sections: Usage (application): Social Media for Business, Online Business Identity, Corporate Reputation, Social Networking for Business

The Internet / Social Media Revolution

Video shows how fast social media is growing. And gives a clear status of the position of social media by 2014.
Great starter for a discussion, p...
Usage (application): Social Media, Internet Strategy, Internet Impact, Digital Revolution

The Importance of Reputational Risk and Managing it

This presentation focuses mainly on the importance of reputational risk and the necessity of reputational risk management. The presentation includes t...
Usage (application): Reputation Management, Risk Management

Strategically Managing Perceptions for Improved Corporate Reputation

Concise presentation that provides an interesting framework for reputation management. It particularly focuses on 4 key activities that together form ...
Usage (application): Reputation Management Activities, Strategic Reputation Management, Reputation Perceptions

Sports Marketing needs to be done by Professionals

Lou Imbriano explains sports marketing (sponsoring) has a bad name in companies because a lot of people are doing it poorly and them make the company ...
Usage (application): Sponsoring Strategy, Sponsoring Implementation


Brand Management


Brand Management


Brand Management


Brand Management

Compare with: Brand Asset Valuator  |  Relational Capital  |  Positioning  |  Co-Marketing  |  Cross-Branding  |  Unaided Recall  |  Brand Recognition  |  Unbranding

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