What is Brand Management?

The art of creating and maintaining a brand is called brand management.

The brand represents the identity of the product, services or business. A brand can be projected in many forms, including name, sign, symbol, color combination or slogan.

A good and effective brand is able to invoke the psychological aspect with the brand associations like thoughts, feelings, perceptions, images, experiences, beliefs and attitudes.

Businesses engaged in branding normally seek to develop or align the expectations behind the brand experience to create the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.

A brand is therefore one of the most valuable elements in advertising.

When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it has achieved brand franchise.