What is Brand Management?

Brand management is nothing but the application of marketing techniques to a specific product or brand. To show the value of product to customers it is required to increase brand franchise and brand equity. The people expect quality products, from a brand name and they continue the future purchase with the same brand, same way marketers see a brand as an implied promise that the level of quality should be maintain for the same product.

Brand Equity :

Regarding my previous post about What is Brand management? here is some more details about Brand equity & Brand Franchise today. Brand equity refer to the marketing effects or outcomes that grow to a product with its brand name compared with those that would grow if the same product do not have the brand name. At the base of these marketing effects is consumers' knowledge. We can say in other words, consumers' knowledge about a brand makes manufacturers/advertisers respond differently or adopt properly expert actions for the marketing of the brand.

Brand Franchise:

An arrangement between a brand name producer and a wholesaler or vendor that gives the wholesaler or vendor the private right to sell the brand producer's product in a exact territory. This arrangement is usually done by contractual agreement over a period of time. A brand franchise allows the wholesaler or vendor to sell the product in a noncompetitive market and therefore to set price boundaries as the traffic will bear.

Brand management is just an application of Marketing the Product or Brand.

In a competitive market, while making a comparison it may increase the sales more. The manufacturers may get more charge for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This can result from a combination of increased sales and increased price, and/or reduced COGS (cost of goods sold), and/or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand, and thus, "Brand Managers" often carry line-management accountability for a brand's P&L (Profit and Loss) profitability, in contrast to marketing staff manager roles, which are allocated budgets from above, to manage and execute. In this regard, Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone.

Brand architecture

The different brands owned by a company are related to each other via brand architecture. In "product brand architecture", the company supports many different product brands with each having its own name and style of expression while the company itself remains invisible to consumers. Procter & Gamble, considered by many to have created product branding, is a choice example with its many unrelated consumer brands such as Tide, Pampers, Abunda, Ivory and Pantene.

With "endorsed brand architecture", a mother brand is tied to product brands, such as The Courtyard Hotels (product brand name) by Marriott (mother brand name). Endorsed brands benefit from the standing of their mother brand and thus save a company some marketing expense by virtue promoting all the linked brands whenever the mother brand is advertised.

The third model of brand architecture is most commonly referred to as "corporate branding". The mother brand is used and all products carry this name and all advertising speaks with the same voice. A good example of this brand architecture is the UK-based conglomerate Virgin. Virgin brands all its businesses with its name.