Brand Management

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Definition

Brand Management is a specialized marketing discipline that owns the market research, positioning and strategy for shaping consumer sentiment about a brand in order to define and popularize its public image. Equal parts creative and data-driven, the scope of Brand Management includes controlling the overall branding or re-branding cycle, influencing the "look and feel" of product, and setting in motion the tangible marketing components that drive consumers to make an emotional connection with a brand. In practice, Brand Management differs from industry to industry and may include elements of audience targeting (for example, crafting messages to resonate with a certain age group), personification (creating appealing brand mascots), logo design, package design and suggested retail price. Across all industries, Brand Management continually seeks new ways to make a brand's image stand out from the competition by taking on a personality of its own. Brand Management is centrally coordinated with collaboration software, partner marketing plans, partner relationship solutions and digital asset management.

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Subcategories

Products

Alliant Rights was designed specifically to handle a broad range of contractual rights characteristics, and it is proven across industries to handle the complexity, uniqueness and volumes resulting from evolving licensing and distribution models. Mar...
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Red Points’ technology can detect and report infringements automatically, in a matter of hours. Red Points provides the power of a large search team and the knowledge of an experienced legal department; all available on your desktop 24 hours a day, a...
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BEAM is a brand engagement and asset management platform ushering in the new era of the Brand Concierge.
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Brand Base is the cloud-based solution for decentralized marketing enabling local partners to individualize all kinds of advertising media in no time at all.
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Brand Ensemble is a brand asset management platform. Brand Ensemble ensures secure access to assets from anywhere, through an easy-to-use, self-service brand portal accessible by employees and vendors. Built-in content management lets you publish bra...
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Marketing Hub is a local marketing automation platform that helps brands empower their local branch, store or sales teams to adapt and execute quality, on-brand local marketing and sales activities themselves. All resources, including print, press, ...
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Red Points Brand Protection automate the detection, validation and enforcement of your intellectual property. Turn IP infringement on its head by gathering data and insights that will help your business.
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Brandfolder is a brand asset management platform that includes tools to manage, edit, store and track brand assets. It is a visual platform, making it easy for users to find, manage, store and share digital brand assets. The platform gives users nume...
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By Sabern
Brandifyer is a brand portal where users can manage assets (text, images, videos) and create new content. All users can be given access to the relevant data and can create content themselves while maintaining the corporate identity and the ‘brand ide...
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BrandingUI provides turnkey hosted, or on-premise, portals for corporate sales and marketing teams, design agencies, and universities. With these SaaS portals customers plan marketing campaigns and distribute customized cross media marketing collater...
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