Define brand management with example

Brand management in marketing is closely related to managing the goodwill a business and its products enjoy. Some brands have a solid customer base mainly due to their name and value. These brands manage their image effectively through various strategies. For example, consider the case of Coca-Cola.

Brand management is a set of techniques and strategies used by marketers to increase the perceived value of a brand, product or service and awareness among a target audience. Those who focus on brand management may create advertisements, marketing campaigns, product development and packaging.