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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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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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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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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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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Brandle Presence Manager is Software-as-a-Service that combines social media asset management, brand protection, brand presence management and verification, and compliance into one integrated system. It gives brands full control over all of their poi...
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By Cordeo
BrandSpot lets you define your brand, create perfectly branded materials, manage brand assets, responsibilities and budgets and order and distribute your materials and messages.
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BrandWizard is a comprehensive central hub for organizing, archiving and sharing brand-related digital assets, including latest approved logos, branding rules and guidelines, packaging specifications and more. BrandWizard makes it easier for brand im...
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Brandworkz is an online Brand Management software. The platform helps organisations ensure brand consistency and maximise the productivity of their marketers and agencies by offering a self service brand portal to search for digital assets and educat...
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