Brand Management

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What is Brand Management? Meaning.

Brand Management (BM) refers to the managerial activities related to increasing, maintaining, or rationalizing the value or equity 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 brand 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.

The Brand Management Process. Steps

The strategic brand management process involves the design and implementation of various marketing programs and plans in order to build, measure, and maintain brand equity.

We can distinguish 4 main activities or steps in the overall process:

  1. Identification and Development of Brand Plans: It is important to clearly understand what a brand is representing. We position a brand in this step with its competitors in mind. A "brand positioning" model tells us how to use integrated marketing to maximize competitive advantage. A "brand resonance" model tells us how to create long term relationships with customers. A "brand value chain" model is a means to trace the value creation process for brands and to understand the financial impact of marketing expenditures.
  2. Designing and Implementing the various Brand Programs: Building brand equity involves positioning the brand well in the minds of the customers to achieve as much brand resonance as possible. This will depend on various factors such as the brand elements that make the brand and how they are mixed and matched and the marketing activities and supporting marketing programs.
  3. Measuring and Interpreting Brand Performance: After a brand is launched, it is imperative to measure the performance of the brand and whether it is matching with the interpreted levels. It's important for managers to take into consideration the performance and growth of the brand. A periodic brand audit is necessary to measure the performance of the brand. It involves gathering the response of the market to a brand from the consumers as well as competitors.
  4. Growing and Sustaining Brand Equity: Once the brand equity is established, it is important to maintain the growth of the brand and to sustain it. This is done by providing great customer service and by delivering a superior product quality as required by the customers.
    While expanding and growing the brand it is important that the quality remains the same across the geographies in order to maintain the brand equity created.

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

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

Kevin Lane Keller, "Strategic Brand Management", pp. 57-60

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Forum about Brand Management. Below you can ask a question about this topic, share your experiences, report a new development, or explain something.

topic Effects of a Product Recall on Competitors
Of course any product recall damages a firm’s reputation and brand equity and leads to losses in sales and stock market performance. However, a recent study on four of car manufacturers indicated that...
Comments1 comments
topic Sub-Branding Strategy and Endorsed Branding Strategy
Many companies use their corporate brand and partner it with its other brands using one of the two strategies: Sub-Branding or Endorsed Branding. Both of these are multi-brand portfolio strategies and...
Comments2 comments
topic Brand Portfolio Strategy: Mono- and Multi-Brand Strategies
Brand portfolio strategy involves designing, deploying and managing a number or a range of brands as a coordinated portfolio of multiple meaning-based assets that address the needs of a wide range of ...
Comments1 comments
🔥 Brand Roles and Scope
A strong brand portfolio is one where brands each have a specialized role to play (brand role) and occupy a specific scope (brand scope) in the overall brand portfolio/architecture where the brands ca...
topic What is Orange Marketing? Definition
We all know the term green marketing which is very popular nowadays.... Recently I heard the term "orange marketing". Does anybody know what that is?...
Comments4 comments
topic 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 service...
Comments3 comments
topic How to Maintain a Brand once it's Established?
How can you maintain a brand so it will not lose its value? The market is full of competition... So for a brand to sustain it's position, it needs to be maintained. What are typical ways to do that?...
Comments4 comments
topic Brand Advertising versus Positioning
What is the difference between brand advertising and brand positioning? Support of an example is welcomed.....
Comments4 comments

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Best Practices

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🥇 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....
Comments21 comments

🥈 3 C's of Brand Positioning
What are the 3 C's of brand positioning?...
Comments4 comments

🥉 What is Brand Rivalry? Definition
What precisely is brand rivalry?...
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topic How to Protect your Internet Domain Name?
Establishing a strong online presence is vital for companies to communicate and promote their products and services, due to the immense opportunities presented by online advertising and e-commerce. N...
Comments3 comments

Expert Tips

Advanced insights about Brand Management. Here you will find professional advices by experts.


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

Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation
Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high le...

The 22 Laws of Branding (Trout & Ries)

Branding, Brand Recognition
1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all peo...

Status Brands: The influence of Power-distance Beliefs

Branding, Brand Management, Power Distance, Brand Recognition
Status brands are brands that can inherently raise the social prestige of its owners within a certain community or socie...

Brand Engagement of Consumers in the Digital Age

Branding, Brand Management, Marketing, Advertising
Edelman argues that nowadays people are connecting with brands in a different way than before. This is cuased mainly bec...

Five Steps to Building Trust in your Brand Using Thought Leadership

Brand Trust, Brand Thought Leadership, Brand Credibility
Thought leadership is a tactic marketers can use to build credibility for themselves or for leaders in their company. Th...

Brand Relationship Quality

Branding, Brand Management, Brand Differentiation, Brand Relationship
A lot of research has been done to consumers’ brand evaluations about brands by examining factors such as brand attitude...

Three Dimensions in How Global Brands are Evaluated by Consumers

Global Branding, Corporate Reputation, CSR, Globalization
Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics ar...
Information Sources

Various sources of information regarding Brand Management. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops.


Brand Stretching and Extension

Brand Management, Brand Identity, Global Brand, Meta Brand
Presentation that is mainly about Brand Stretching and branding in a Global Context. The presentation includes many exam...

Introduction to Managing Brands

Brand Management, Brand Loyalty, Brand Equity
Presentation about brand management. Table of content: MANAGING BRANDS FOR COMPETITIVE ADVANTAGE - Brand Loyalty: bra...

Jennifer Aaker on Branding

Jennifer Aaker on Branding
Jennifer Aaker explains the difference between brand and branding: - "Branding" is just the tip of the iceberg (the mar...

Social Media for Organizations

Social Media for Business, Online Business Identity, Corporate Reputation, Social Networking for Business
This presentation provides interesting information about the usage of social media for businesses. The presentation incl...

The Internet / Social Media Revolution

Social Media, Internet Strategy, Internet Impact, Digital Revolution
Video shows how fast social media is growing. And gives a clear status of the position of social media by 2014. Great s...

The Importance of Reputational Risk and Managing it

Reputation Management, Risk Management
This presentation focuses mainly on the importance of reputational risk and the necessity of reputational risk managemen...

Strategically Managing Perceptions for Improved Corporate Reputation

Reputation Management Activities, Strategic Reputation Management, Reputation Perceptions
Concise presentation that provides an interesting framework for reputation management. It particularly focuses on 4 key ...

Sports Marketing needs to be done by Professionals

Sponsoring Strategy, Sponsoring Implementation
Lou Imbriano explains sports marketing (sponsoring) has a bad name in companies because a lot of people are doing it poo...

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

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