Brand management is a function of marketing that deals with the techniques that are used to increase the perceived value of a product line or brand over time.

1. BRAND
MANAGEMENT AND
ITS PRINCIPLES

2. What Is Brand Management?
■ Brand management is a function of marketing that
deals with the techniques that are used to increase
the perceived value of a product line or brand over
time. Proper brand management enables the brand
to increase the price of the products by building
loyal customer relations through positive brand
associations and awareness about the brand.

3. How Brand Management Works
■ Brands have a powerful influence on management
of a company, on customer engagement and the
competition in the markets. Strong presence of a
brand in the market differentiates the products
from others. An established brand must maintain
their brand image through brand management.

4. When done successfully, brand management can:
■ Boost your brand awareness
■ Allow you to charge more for your products or
services
■ Influence your audience’s purchase decisions
■ Build customer loyalty
■ Increase sales
■ Create happy customers that become brand
advocates

5. Principles of Brand Management
■ Brand management is comprised of both intangible
and tangible components. You’ll also note that each
of these principles can influence the others on this
list. A strong brand awareness can create strong
band reputation. Increase in brand loyalty can
increase the brand equity.

6. Brand Awareness
■ Brand awareness is how the public and your target
audience are familiar with your brand. Brand
awareness is important because if customers are
not aware of the products and services of your
brand then they will not purchase it.

7. Brand Equity
■ Brand equity is how the customers value your brand
on the basis of their experience and perceptions.
Brand equity is also important in another way that a
valuable brand can support higher prices and can
create strong relations and trust with buyers,
investors and shareholders.

8. Brand Loyalty
■ Brand loyalty refers how your customers, followers
and buyers are consistently engaged with your
brand. If your marketing can’t influence this, your
customer service department can focus on making
customer relations and satisfaction that can bring
your customers back.

9. Brand Recognition
■ Brand reorganization can is how well your
customers, your target audience can recognize your
products, from logo, animation, packing and
designing, from the other products without seeing
your brand name. Brand reorganization is important
by recognizing your brand your consumers can keep
your brand top of mind and more likely to choose
your brand from others.

10. Brand Reputation
■ Brand reputation refers to how your target audience
and general public perceive the character, status,
and quality of your brand. Brand reputation is
important because some customers can use your
brand for the first time and it will be their first
impression on your brand.