Brand management definition by authors

Brand management techniques
Brand management is an important part of a company's marketing strategy that helps brands develop and maintain their identity, more clearly define the value of their products and services and form meaningful connections with their target audience._{Sep 24, 2023}.
Brand management techniques
Brands and branding are often used as interchangeable concepts.
According to Kotler and Keller(2006), a brand is a perceptual entity that is rooted in reality but reflects perceptions of consumers.
Branding is endowing products and services with brand equity and is about creating differences among other brands..
Brand management techniques
Philip Kotler is known around the world as the “father of modern marketing.” For over 50 years he has taught at the Kellogg School of Management at Northwestern University..

Brand management techniques