What is Brand Management

Brand management is a marketing technique for a specific product, product line, or brand. It helps to increase the product's perceived value to the customer and thereby increase brand popularity and market share. Promoters use brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product.

This may increase sales by making a comparison with competing products more favorable. It also enables the manufacturer to decide on product price and supply of the product in market. The value of the brand is determined by the amount of profit it generates for the promoter. Enhancements may improve the profitability and market share of a brand