What is Brand Management in Marketing?


Brand management is a function of marketing that utilizes the techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to build loyal customers through positive brand associations and images or a strong awareness of the brand.

By developing a strategic marketing plan to maintain brand equity or gain brand value requires a comprehensive understanding of the brand, its target market, and the company’s overall vision.


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How does Brand Management work in Marketing?



Brands Like Nike, Adidas, Apple have a dominant influence on customer engagement, competition in markets, and management of a company. A strong brand presence of a company in the market differentiates a company’s products from its competitors and ties the brand to the company’s products or services.

A brand that is established has to maintain its brand image continuously through brand management campaigns and activities. Effective brand management activities increase brand awareness, measure and manage brand equity, takes initiatives that support a consistent brand message, identifies and adjusts new brand products, effectively brands in the market Deploys, etc.



What is the Role of Brand Manager?



The role of a brand manager is to analyze how a brand is perceived in the market.

A brand manager is tasked with managing the tangible and intangible qualities of a brand. Tangible aspects of a company’s brand include the product (s), price, packaging, logo, associated colors, and lettering format.

The role of a brand manager is to analyze how a brand is perceived in the market after taking into account the intangible elements of a brand. Intangible factors include the experience that consumers have with the brand and their emotional connection with the product and service. The intangible characteristics of a brand build brand equity.


How To Become A Brand Manager?



Required Skills To Become A Brand Manager:


  • Able to convey product names and advantages to the end consumers.
  • Able to correlate their marketing strategies with product sales performance.
  • Must be able to analysts of their target consumers.
  • A brand manager must understand end consumer needs and desires, and create successful strategies to satisfy those needs with their company’s product.
  • Must have ability to examine, analyze, and predict consumer behavior.
  • A person who can research past consumer behavior, conduct surveys, and implement trial studies.
  • A person who can constantly refine and adapt brand marketing strategies in order to maintain relationships with consumers.
  • Education – at least a Bachelor’s degree, Master’s degree or higher, degrees in marketing, business, communications, or accounting
  • Certification (Not Mandatory) – Association of International Product Marketing and Management (AIPMM), CMP (Certified Marketing Professional), CMM (Certified Marketing Manager), and CME (Certified Marketing Executive) designation by American Certification Institute.