Brand management

Brand management is the application of marketing techniques to a specific brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. 

This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. They may not question strategic objectives if they feel this is the responsibility of senior management.

 Companies are embracing brand reputation management as a strategic imperative and are increasingly turning to online monitoring in their efforts to prevent their public image from becoming tarnished. Online brand reputation protection can mean monitoring for the misappropriation of a brand trademark by fraudsters intent on confusing consumers for monetary gain. 

When one brand name is used for several related products, this is referred to as family branding. Brand managers sometimes limit themselves to setting financial and market performance objectives. Most product level or brand managers limit themselves to setting short-term objectives because their compensation packages are designed to reward short-term behavior