Brand management wikipedia

Brand management builds brand credibility and credible brands only, can build brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers.

Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms  HistoryGlobal brandsBrand orientationBrand heritage

In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives.