Brand management is a marketing function that uses strategies and techniques to analyze and plan how the brand is perceived in the market. It aims to increase its overall perceived value in the long run and build a loyal customer base through positive brand associations.
Brand management aims at building brand equity and making it grow over time. The strategic brand management process revolves around this aim. This process involves planning, executing, and controlling marketing and branding strategies and activities to build, measure, and control brand equity.
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