Brand Management is a vital component of any company’s success in today’s ever-changing and competitive market. The ability to recognize, create and maintain the connection a company has with its customers and potential customers is key to the long-term success and growth of the company. In other words, brand management is the strategic process of developing and maintaining a successful brand in order to achieve a competitive advantage.

Brand management is a continuous and ever-evolving process. It is the practice of creating and maintaining a focused, integrated and vibrant brand, while responding to the changes in the marketplace, customer expectations, and trends. As such, much of a brand manager’s work lies in determining the value proposition of a company, the competitive positioning the company should occupy and the unique features it should have. These aspects of a company's brand are often captured in a brand promise, which highlights the true value proposition of the company.

Brand identity is an important part of the brand management process. It includes designing the company's logo and other aspects of its visual identity, such as unique colour schemes that quickly signal to customers who the company is and what it stands for. This helps to ensure potential customers remember the company’s promises by triggering a consistent response and helping to create customer parity in the marketplace.

Ultimately, brand management is the practice of turning a company and its offerings into an emotionally appealing, compelling, and distinct entity. It is an essential component of any company's strategy and the goal of a successful brand manager. A successful brand manager understands how to create, evoke and maintain the connection a company has with its customers; they understand the value of customer loyalty, the importance of engaging customers, and how effective customer interaction can generate customer equity that will lead to a company's long-term success.