Articles on Brand Management

Brand Management - Introduction

Brand management includes managing the tangible and intangible characteristics of brand. It means defining the brand, positioning the brand, and delivering the brand.

What is a Brand ?

Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customers expectations. It shapes customers expectations about the product.

Brand Name

Brand name is a brand element which helps the customers to identify and differentiate one product from another. All the caharacteristics of a good brand are discussed in detail.

Brand Attributes

Brand attributes are a bundle of features that highlight the physical and personality aspects of the brand. Attributes are developed through images, actions, or presumptions.

Brand Positioning

Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customers mind.

Brand Identity

Brand identity is the total proposal that an organization makes to consumers. Brand identity is all that an organization wants the brand to be considered as. It is a feature linked with a specific company, product, service or individual.

Sources of Brand Identity

There are three major sources of Brand Identity, namely - Symbols, Logos and Trademarks.

Brand Image

Brand Image is a set of beliefs held about a specific brand. The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service.

Brand Identity vs Brand Image

Brand Identity and Brand Image are two different concepts in Brand Management. The main differences between them are discussed in detail

Brand Personality

Brand personality is the way a brand speaks and behaves. It means assigning human personality traits to a brand so as to achieve differentiation.

Brand Awareness

Brand awareness is the probability that consumers are familiar about the life and availability of the product. Brand Awareness is the degree to which consumers precisely associate the brand with the specific product.

Brand Loyalty

Brand loyalty can be defined as relative possibility of customer shifting to another brand in case there is a change in products features, price or quality

Brand Association

Brand association is anything which is deep seated in customers mind about the brand. Brand associations are the attributes of brand which come into consumers mind when the brand is talked about

Brand Promise

Brand promise is what you say to the customer and what is to be delivered. If you are not able to meet the expectations of the customer, your business will either flounder or die.

Building a Brand

There are many steps in building a brand. These include, knowing your audience, building your brand, finding a great logo and lettering to represent same, targeting the appropriate audience and advertising the brand.

Brand Equity

Brand Equity can be defined as the differential impact of brand knowledge on consumers response to the Brand Marketing. Brand Equity exists as a function of consumer choice in the market place.

Brand Equity & Customer Equity

Brand Equity is defined as value and strength of the Brand that decides its worth whereas Customer Equity is defined in terms of lifetime values of all customers.

Brand Extension

Brand Extension is the use of an established brand name in new product categories. This new category to which the brand is extended can be related or unrelated to the existing product categories.

Why Do Brands Have Extensions ?

Brand managers are responsible for the sales, growth as well as the profits of the brand. The article discusses about the need for brand extensions.

Brand Extension - A Success or Failure ?

A question that always bothers every brand manager is - Whether a brand extension is good for the parent brand or whether it is a mistake that one is committing in the long run. Lets discuss in detail about brand extension.


Co branding is the utilization of two or more brands to name a new product. Co-branding is of two types: Ingredient co-branding and Composite co-branding.

Brand Value

Branding has emerged as a corporate strategy in the recent times. All the brands have their own value. Lets understand the concept of brand value in detail.

Brand Value Measurement

Brands have a specific value in the market and they appear on the assets side of the balance sheets. The methodology for measuring the brand value is widely debated by many industry experts.

Brand Categories

Branding is not limited to products and services alone. Lets learn in detail about different types of brands.

Marketing Career Option

Marketing career is highly rewarding. Building brands is one of the most interesting jobs that one can enjoy in marketing. Lets discuss more about brand management as a career option.

Do Brands Happen or are they Made ?

The article discusses in detail about how some of the global and historical brands happened initially but were grown and nurtured by the organizations to be what they are today.

What Do Brands Do ?

Brands means different things to different people. Lets study in detail about how these brands acquire certain personalities.

Brand Management Challenges

With the globalization we have seen lot of changes in the way business are conducted. The Marketers job has always been very challenging. The complexities that they face today are different from the earlier times.

Corporate Branding - A Discussion

Corporate brand is a representation of the core values, ethics and the value proposition that the organization stands for in relation to its business and its customers. Lets understand the concept of corporate branding in detail.

Changing Profile of Brand Managers

Unlike earlier years, the profile of the brand managers job has changed and evolved with the changing times. Todays brand managers job demand a variety of skill sets needed to manage the challenging environment.

Branding in the Age of Information and Internet

This article discuses how many brands and marketers are turning to the online and the mobile realms to market their brands considering the widespread usage of the web and smartphones by the emerging Millennials. The key theme of this article is that branding, marketing on the virtual and mobile worlds is driven by swarm intelligence, and the wisdom of crowds and this can work to the advantage as well as the disadvantage of the marketers.

Tips for Successful Brand Management

The internet has changed the way that companies present themselves to the masses, whether or not they actually have web properties to manage. Lets discuss few important tips for successful brand management.

What is Perception Management and why it is Important for Organizational Success

This article explains what Perception Management means and why it is important for organizational success. Blending theory and real world examples, we make the case for why perception management is important for corporates and all entities. In addition, we caution against excessive perception management without corresponding reality based actions and also explain why the Digital Age has spawned newer forms of Perception Management and why Information Warfare and Information Overload can backfire without limits.

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Authorship/Referencing - About the Author(s)

The article is Written By “Prachi Juneja” and Reviewed By Management Study Guide Content Team. MSG Content Team comprises experienced Faculty Member, Professionals and Subject Matter Experts. We are a ISO 2001:2015 Certified Education Provider. To Know more, click on About Us. The use of this material is free for learning and education purpose. Please reference authorship of content used, including link(s) to and the content page url.