Brand management includes managing the tangible and intangible characteristics of a brand. Take for example, product brands, the tangibles include the product itself, packaging, price, etc. The intangibles will include an emotional connection that the consumer will have with the product, thus creating a memorable experience with the product.
A brand manager oversees the overall brand performance, from boosting the product’s perceived value to the customer through successful marketing techniques, to increasing the brand franchise and equity, while managing the tangible and intangible aspects of the brand. A successful brand can only be created if the brand management system is competent.
