Brand management leverages branding—the sum of brand assets, such as logos and visuals, that help build a distinct brand identity—to deliver consistent messages and create emotional connections with customers.
A brand manager ensures the innovation of a product or brand, creating brand awareness via the use of price, packaging, logo, associated colors, and lettering format. Brand management is usually centered around fostering the brand recognition, brand equity, and brand loyalty of a product.
Brand management and branding
Brand management leverages branding—the sum of brand assets, such as logos and visuals, that help build a distinct brand identity—to deliver consistent messages and create emotional connections with customers.
Effective brand management helps a company build a loyal customer base and helps fuel a company's profits. A brand manager ensures the innovation of a product or brand, creating brand awareness via the use of price, packaging, logo, associated colors, and lettering format.
Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations.
Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand that cannot fully be rationalized.
Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship or love.
Examples of emotional branding include the nostalgic attachment to the Kodak brand of film, bonding with the Jim Beam bourbon brand, and love for the McDonald’s brand.
