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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