The full spectrum of branded communications. The process of maintaining, improving, and upholding a brand so that the name is associated with positive results
This is the stage where you can test your brand strategy by exhibiting result in higher sales of the products associated with your brand. It includes planning, the tools to reinforce the brand, training and adoption, monitoring and assessment of programs, and the evolution of the brand.
Brand management begins with a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to you. A strong brand differentiates your products from the competitors. It gives a quality image to your business.
Brand management includes managing the product itself, price, packaging, positioning and assembling of various marketing mix medium into a whole so as to give you an identity. It is nothing but capturing your customers mind with your brand name.
It’s mandatory that brand should be given good support – advertising, publicity, promotions, consumer interaction programs – so that it can sustain itself in long run. It is essential to manage all brands and build brand equity over a period of time. A successful brand can only be created if the brand management system is competent.