Brand management – definition and meaning

Brand management is a marketing technique which focuses on improving the reputation of a brand or product. The brand is what customers think of when they see or hear the brand name. Many multinational companies’ brands are worth billions of dollars.

Essentially, a brand is the image and personality of a product or service that a firm provides.

Good brand management can improve brand loyalty, which subsequently keeps customers coming back. This, in turn, can be beneficial for a company. Put simply; a good brand allows a company to raise prices and increase profits.

In fact, without good brand management, most of the world’s biggest companies would not be so successful.

According to, brand management is:

“The process of maintaining, improving, and upholding a brand so that the name is associated with positive results.”

Sometimes, companies have to change their brand completely, i.e., create a new image. We call that ‘rebranding.’

Brand management chart with features
Brand management covers many areas of a business’ activities and interests. Not only is it vital for a company’s growth, but also for its very survival.

Brand management – enhancing value

In brand management, companies develop strategies that help increase the value of the brand. This requires not only the management of intangible elements but also the tangible elements of the brand.

Intangible elements include both the experience of a brand and how consumers perceive it. Good brand management oversees both these elements.

Good brand management also requires:

  • Extensive knowledge of the brand’s target audience.
  • Understanding consumer behavior and how people perceive the brand.
  • Understanding the brand’s competition.
  • Providing consistent brand ideas.
  • Developing and maintaining a good relationship with consumers.

An example of a brand which dominates the market is Google. Millions of people worldwide say the phrase “I’ll Google that term.”

People use Google’s brand name instead of the word ‘search.’ ‘Search’ is one of the main services that Google provides.

The Brand Manager

Brand Managers aim to create a lasting impression among customers. Their objectives also include boosting sales and increasing market share.

The Brand Manager’s job is to make sure that the appearance of the brand is as good as possible. Additionally, they monitor the integrity of the brand carefully.

The brand manager participates in many activities, from research all the way up to design.

According to, a brand manager’s duties also include:

  • Monitoring market trends.
  • Meeting with clients and several different departments.
  • Carrying out consumer research.
  • Preparing and presenting reports to senior management and clients.
  • Organizing events, launch parties, and photo shoots.

Other languages

Here is the term ‘Brand Management’ in various different languages:

  • Spanish: Gestión de marca
  • Hindi: ब्रांड प्रबंधन
  • French: Gestion de marque
  • Arabic: إدارة العلامة التجارية
  • Bengali: ব্র্যান্ড ম্যানেজমেন্ট
  • Russian: Управление брендом
  • Portuguese: Gestão de marca
  • Indonesian: Manajemen merek
  • Urdu: برانڈ منیجمنٹ
  • German: Markenmanagement
  • Japanese: ブランドマネジメント
  • Swahili: Usimamizi wa chapa
  • Marathi: ब्रँड व्यवस्थापन
  • Telugu: బ్రాండ్ నిర్వహణ
  • Turkish: Marka yönetimi
  • Korean: 브랜드 관리
  • Tamil: பிராண்ட் மேலாண்மை
  • Vietnamese: Quản lý thương hiệu
  • Italian: Gestione del marchio
  • Gujarati: બ્રાન્ડ મેનેજમેન્ટ
  • Farsi: مدیریت برند
  • Bhojpuri: ब्रांड प्रबंधन
  • Hakka: 品牌管理 (This term may vary regionally, and Hakka speakers might use the standard Mandarin term.)
  • Mandarin Chinese: 品牌管理
  • Cantonese Chinese: 品牌管理
  • Jin Chinese: 品牌管理 (This term may vary regionally, and Jin Chinese speakers might use the standard Mandarin term.)
  • Southern Min: 品牌管理 (This term may also be based on the Mandarin term, as specific Southern Min terms can vary.)
  • Kannada: ಬ್ರ್ಯಾಂಡ್ ನಿರ್ವಹಣೆ

Video – What is Brand Positioning?

This video, from our sister channel in YouTube – Marketing Business Network, explains what a ‘Brand Positioning’ is, using simple and easy-to-understand language and examples.