What is Brand Management?

네이버상위노출 Brand management is about fostering brand recognition and loyalty. It also builds brand equity, which allows companies to charge premium prices for their products.


A well-developed brand can make or break a company’s success. This is why it’s important to know how to build a powerful brand. To do so, you need the right resources at your disposal.


A brand’s identity is a combination of every experience a customer has with it, whether they see a logo in a storefront window, read a marketing message on Twitter, or purchase a product from your website. Your brand’s perception is molded by each interaction, so it’s critical that you have processes and safeguards in place to ensure these experiences are consistent and “on-brand” across all channels and touchpoints.

Brand management involves creating a strategy, tools, and safeguards to ensure that your brand’s identity is represented consistently by employees and agencies worldwide. It is also about implementing this branding and monitoring for compliance to protect your reputation, build brand awareness, increase brand equity, and nurture brand loyalty.

In addition to ensuring consistency in brand assets, Brand management can help you monitor the brand recognition of your competitors and stay relevant to the market. Conducting surveys and tracking competitor performance is a valuable aspect of brand management and will help you determine how your company compares.

A good brand management system will provide a range of tools 네이버상위노출 that empower brand and creative teams with on-demand access to the latest brand guidelines and assets. BrandWorkz and Bynder are two systems that provide this type of flexibility, along with workflow efficiency through system integrations. A dedicated brand management tool will also allow you to easily monitor and detect noncompliance, trademark infringement, and outdated imagery so that it can be remedied quickly.


Having an impressive reputation increases brand confidence, fosters loyalty and drives sales. However, if you don’t manage your reputation carefully it can quickly turn into a liability. It can be impacted by internal factors like customer service and company culture, as well as external ones such as online conversations on social media, review sites, news outlets and search engines.

Reputation management best practices include resolving customer issues quickly, creating an efficient support system and encouraging employee engagement. Incorporating positive reviews into your marketing materials can also help build a positive reputation, as customers trust the opinions of other consumers. Managing your reputation requires a combination of strategy, research and monitoring to build brand trust and increase the perceived value of your product or service.

Another element of brand management is ensuring consistency across all channels. This can be achieved by creating a brand library and a digital asset management (DAM) tool to house all of your branding assets. Using this can ensure that every channel has consistent images, messaging and information, and helps to cultivate a positive brand experience.

Aside from brand guidelines, it’s important to use a DAM solution that prevents outdated, low-quality or unapproved brand assets from being used by anyone outside of the marketing team. Companies such as PUMA and Icelandair have utilized these types of tools to ensure that all creative projects stay within branding guidelines, no matter who is working on them.


Branding goes beyond tangible products and extends to intangible concepts such as personality, reputation, and loyalty. It takes a holistic approach across teams and channels to ensure consistency, quality, and protection of brand identity. It’s a delicate balance—one wrong image, blog post, or social media comment can jeopardize brand reputation and put future business at risk. It requires a dedicated strategy and the right tools to create a consistent brand experience for your customers while also improving marketing workflow efficiency.

Having the right branding tools in place can make it easier for everyone on your team to create and access branded assets that align with your brand identity. With a DAM solution that integrates with your digital rights management (DRM) platform, it’s easy to control and enforce brand guidelines. It’s a smart way to prevent brand violations while also giving your team on-demand access to the best of your assets.

Strong branding builds brand recognition and increases customer lifetime value. It allows businesses to set premium pricing for their products and services, as well as build brand loyalty that increases repeat purchases. In addition, brands with strong identities have greater success in promoting their products or services by word of mouth. It’s because customers trust and connect with them, even if they don’t know the brand personally.


In a world where news, influencers, and social media users can change the narrative about a company or product, brand management techniques offer a way to reclaim control. With brand management, companies can set standards for their visuals and messaging to keep them consistent and on-brand. This allows companies to foster trust with their audiences and build loyal relationships.

Brand recognition can also be a big part of creating brand loyalty and brand equity. If customers can recognize a company’s branding and associated colors without even seeing the name, they’ll be more likely to purchase that product or recommend it to friends.

Companies with stronger brand management may be able to charge more for their products or services. This is because a strong brand creates a perception of value that can outweigh the higher price tag (i.e., Apple).

In addition to a positive image in the marketplace, brand management can also be used to manage internal company culture and processes. By establishing a clear set of rules and guidelines, brand managers can ensure that all employees, from new hires to seasoned veterans, are working within the same expectations. For example, PUMA worked with Bynder to develop an online portal that streamlines the way the company distributes its digital branding assets so that everyone has access to high-quality images and messaging.