Brand Management

Brand Management The process by which marketers attempt to optimise the 'Marketing mix' for a specific brand.

Brand Management Practically this involves managing the tangible and intangible aspects of the brand. For product brands the tangibles are the product itself, the packaging, the price, etc.

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Taking as read that the major challenge of all brand management is building powerful, lasting dialogue with your consumers, why is it that so many lines have good brand-building promotional ideas but communicate them on pack as an after-thought?

This has a significant impact on the field of marketing and brand management. No longer do marketers control the messages they use to market their products to consumers.

Marketing Career Profile : Brand Manager Marketing Career Profile : Product Manager Explore Careers in Marketing: Market Research Brand Management: Is it the Right Marketing Career for You? synecdoche - definition and examples of synechdoche ...

a concept, building on the product life cycle concept, which states that brands also have a life cycle - introduction, growth, maturity, decline - and that particular brand management strategies are appropriate at each stage. See Product Life Cycle.

The terms product management and product manager are interchangeable with brand management and brand manager.

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See also: Management, Brand, Marketing, Market, Strategy