Brand management, when done right, builds brand equity over time.
What is brand management? Simply put, brand management is managing your brand based on brand strategy (that is your customer promise, the key benefit of your brand to your priority target audiences) through the proactive management of selective marketing tactics and marketing communication tools, including digital and social media.
In essence brand management helps you grow and shape your brand to deliver on your customer promise. Effective brand management can solidify competitive advantage, build reputation, and grow profits over time.
How to Manage Your Brand
After your marketing plan is developed it is crucial to proactively manage your brand. Each marketing tactic identified in the marketing plan must be consistently and timely executed to support the brand strategy. Ultimately consistency is what is key to effective brand management. A characteristic of successful brands is their consistent message. With a consistent message, and ability to deliver it to customers, the brand is successfully built upon and reinforced.