What Is Brand Management? (Plus Brand Management Types)

By Indeed Editorial Team

Published July 18, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Brand management is an essential element in a company's marketing strategy that it uses to promote the value of its products and services. The methods and techniques involved in brand management vary depending on the company's marketing objectives and industry. Understanding the types of brand management and their elements can help you create and implement a successful marketing strategy. In this article, we define brand management, discuss brand management types, and outline the benefits of brand management to a company.

What is brand management?

Brand management refers to a set of strategies and techniques that marketers use to increase the perceived value of a product, service, or brand. They also use these strategies to create awareness among the company's target audience. It also extends to managing marketing campaigns, advertisements, packaging, and product development.

While brand management is an essential responsibility of marketers, it's necessary for other employees to contribute to ensuring the company reaches its brand management goals. For example, communication specialists, sales associates, and client relations managers can effectively contribute to the company's brand management strategy. They can achieve this by promoting a positive image of the organization and its products or services.

Related: What Is Brand Development? A Helpful Step-By-Step Guide

Brand management types

As a concept, there are two brand management types. Here are the types of brand management with their relevant elements:

Tangible brand management

Tangible brand management, or brand asset management, is the process of creating and maintaining various tangible elements or assets and ensuring they remain consistent throughout the company's branding. Brand assets refer to the aspects of the company's marketing or branding that employees, customers, and the general public can see and touch. Elements of tangible assets are:

Brand name

The company's brand name is its primary identity. This name typically remains the same as other brand assets evolve and change. Generally, it's important for you to ensure that the company trademarks its brand name. Owning the right to its brand name offers better leverage over unauthorized use and protection from competitors who attempt to steal or copy the brand. In addition, the company uses the brand name on its social media pages and website domain. Keeping the identities, names, and handles consistent makes it easier for customers to identify and follow the business.

Logo and colour palette

The organization's colour palette and logo embody the brand's creative representation. These assets tap into emotional marketing tactics, which make them important parts of the company's branding. Ensuring a company has well-designed logos or colour palettes can help attract and convert customers.

Related: The Difference between Logo vs. Branding (With How-to Steps)

Graphics

Graphics generally involve various brand assets, including anything specially designed for marketing the brand. You can use these assets on the company's digital marketing channels or develop them as standalone assets. Examples of graphics assets include marketing videos, external slide decks, press releases, and letterheads. In addition, various people, such as content writers, designers, and social media marketers, may use the company's graphics. It's useful for you to make them well-organized and provide detailed instructions on how to use them.

Typography

Typography refers to text-based assets and fonts and how you incorporate them into the company's brand. These guidelines influence any marketing or branding assets designed on the company's behalf. Typography also affects paid advertising, website designs, and social media posts.

Digital marketing channels

The company's social media, website, and paid advertising are some of the most important features of the company's brand. The company's digital channels may be the brand assets that customers see and interact with regularly. It's useful for you to ensure that these channels remain consistent and reflect the company's branding.

The company's digital channels can also include its executives' and employees' social media accounts. Executives and employees reflect the company's brand. As a result, they may be an excellent marketing opportunity to provide the audience with an inside look into the company and allow them to connect with the brand on a personal level. When employees use their accounts to market the business, ensure they follow the company's style guide and reflect its brand assets.

Packaging

If you work in a company that sells physical products, it's useful for you to consider its packaging as a part of the company's branding. The product's packaging is typically the first asset customers notice about the product. It's the most experimental and tangible way customers interact with the company's brand. Good packaging may influence some people to purchase the company's products. This makes it an opportunity to make a good first impression on the public. You can also ensure the product's packaging reflects the company's brand in colours, design, feel, and size.

Style guide

A style guide is a document that instructs designers, employees, and other businesses on how to use the company's branding. This document is an essential brand asset, as it influences how you and other employees can use, print, and design other brand assets. For example, the style guide may outline what colours are or aren't allowed on the company's marketing materials or what size to scale the company's logo when printing it on products. In addition to helping you create on-brand designs, following the style guide helps you learn how to follow legal or licensing restrictions and brand guidelines.

Related: What Is a Brand Concept? (Including Importance and Tips)

Intangible brand management

These are elements of brand management that can you can't see or touch. Usually, they involve the emotional connection that a brand forms and associates with its products or services. Examples of intangible brand management include:

Brand awareness

Brand awareness refers to how familiar customers and the audience are with the customer's brand. It also helps you measure how frequently the target audience considers the company's products and services before the competitor's products or services. You can measure how recognizable the company's marketing efforts are or how frequently the company ranks higher than its competitors. Brand awareness is an essential aspect of your marketing strategy, as it may provide insight into the success of existing promotional efforts.

Brand loyalty

Brand loyalty is how consistently the company's followers and customers purchase from or engage with its brand. Although your marketing may not necessarily build brand loyalty, effective customer service can help build it. For example, adopting a strategy that focuses on relationship-building and customer satisfaction can help you build loyalty. In addition, building brand loyalty can help the company get brand ambassadors who can market for them.

Related: Complete Guide on How to Become a Brand Ambassador

Brand equity

Brand equity refers to the theoretical value created by others recognizing the company's brand name. Essentially, adopting a good branding strategy can help the company generate value, although it may be difficult to quantify with numbers and figures. It also refers to how customers value the company's brand based on their perceptions, experiences, and associations. Brand equity goes together with brand valuation. Brand valuation refers to the brand's commercial value as determined by the market.

Related: Brand Equity vs. Brand Value: A Comprehensive Guide

Brand reputation

The company's brand reputation refers to how customers in its target audience or the general public perceive the brand's status, character, and quality. Various factors affect the brand's reputation. For example, internal factors such as product quality and customer service, and external factors, such as news mentions and customer reviews, may affect the brand's reputation. In addition, it's useful to maintain a good reputation as it may be the first impression some customers have of the brand.

Related: 7 Steps to Online Reputation Management (Plus Importance)

Brand recognition

Brand recognition refers to how well the customers in your target audience can recognize the company's brand through various elements, such as tagline, logo, and packaging, without seeing the brand's name. This concept goes together with brand recall, which refers to the ability of customers to think of a brand without hearing or seeing any prompts. Brand recognition is necessary because recognizing and recalling the company's brand help ensure it remains memorable. In addition, it ensures that customers are more likely to purchase from the company's brand than competitors.

Related: What Is Brand Recognition? (With Importance and Tips)

Benefits of brand management

Some benefits of brand management include:

Customer recognition

Customers typically choose a familiar brand over an unfamiliar one. Effective brand management incorporates ideas and images that customers may easily associate with the company into various initiatives. In addition, a brand management strategy that focuses on increasing customer recognition may optimize the customer's purchasing process and improve the number of successful sales.

Easy product introduction

With a consistent identity and message, it may be easier to introduce new services or products to your target audience, irrespective of the size. Brand management helps you build a consistent customer base with customers who anticipate releases. Suppose the company has a stable customer base that knows about its products and services. In that case, the customer may be more willing to use other products from the brand based on the previous positive association.

Credibility

You can help organizations promote a positive reputation by improving the credibility of their brands. This helps you build and maintain customer recognition and loyalty. In addition, the brand's credibility may inspire customers to invest and patronize the brand.

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