What is Brand Management?

“What do you do? “Oh, Brand Management! What is that?

People used to ask me this question after I joined the field. And surprisingly, answering that part was trickier than I thought. So I came up with this short answer:

“In blind taste tests, more people prefer Pepsi over Coke. This is the reality of the product.

The same group prefers Coke when they see the branded packs. And this  instance is how the consumers perceive it.

Managing brands is about creating that Perception.

It  is making sure that perception stays above or in the same level as reality”

Brand Management: Brands of the World

Brand Management
Brand Management

This article is part of an upcoming series on Branding and how they work. This series is one of the many, like Advertising Hacks and Marketing Rants.

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