{"id":40179,"date":"2024-05-13T13:01:15","date_gmt":"2024-05-13T11:01:15","guid":{"rendered":"https:\/\/www.celum.com\/en\/?p=40179"},"modified":"2025-07-30T13:17:21","modified_gmt":"2025-07-30T11:17:21","slug":"brand-management","status":"publish","type":"post","link":"https:\/\/www.celum.com\/en\/blog\/brand-management\/","title":{"rendered":"What is Brand Management: Definition, Strategies, and Examples"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"40179\" class=\"elementor elementor-40179\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5862c0f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5862c0f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4e44910\" data-id=\"4e44910\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e35a7be elementor-widget elementor-widget-text-editor\" data-id=\"e35a7be\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Cliche as it sounds, it\u2019s true &#8211; Brand is your company\u2019s greatest asset.<\/p><p>After all, it\u2019s what helps customers distinguish you and your products from the competition. Your brand also explains to them what your company stands for and will affect your customers\u2019 perception of your company and products.<\/p><p>But for that to happen, your brand must remain clear, consistent, and cohesive.<\/p><p>And that\u2019s no small feat when you have team after team pulling brand elements together, using any brand assets they can find, or creating their own.<\/p><p>Well, that\u2019s where brand management comes in. The process helps you ensure brand consistency by providing the whole organisation with easy access to your brand assets, parameters, and guidelines.<\/p><p>However, there is far more to brand management than just having all logos, colours, and fonts in one place.<\/p><p>Keep reading to learn more about it and discover how to execute a brand management strategy within your organisation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50b343f elementor-toc--minimized-on-tablet elementor-widget elementor-widget-table-of-contents\" data-id=\"50b343f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;exclude_headings_by_selector&quot;:[],&quot;no_headings_message&quot;:&quot;No headings were found on this page.&quot;,&quot;headings_by_tags&quot;:[&quot;h2&quot;,&quot;h3&quot;,&quot;h4&quot;,&quot;h5&quot;,&quot;h6&quot;],&quot;marker_view&quot;:&quot;numbers&quot;,&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of Contents\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__50b343f\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-down\"><\/i><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__50b343f\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-up\"><\/i><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__50b343f\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-23866d7 e-flex e-con-boxed e-con e-parent\" data-id=\"23866d7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-78da491 elementor-widget elementor-widget-template\" data-id=\"78da491\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"46331\" class=\"elementor elementor-46331\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bf62dfa elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bf62dfa\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wider\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-56174497\" data-id=\"56174497\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-57dcd3f3 elementor-widget elementor-widget-image\" data-id=\"57dcd3f3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"768\" height=\"591\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-768x591.png?ver=1744794309\" class=\"attachment-medium_large size-medium_large wp-image-45681\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-768x591.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-300x231.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-1024x788.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-1536x1182.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-2048x1576.png 2048w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-1920x1477.png 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-f812609\" data-id=\"f812609\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e488401 elementor-widget elementor-widget-text-editor\" data-id=\"5e488401\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"--l sentence_highlight\">FREE DAM GUIDE<\/span><span class=\"--r sentence_highlight\"><br \/><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3420dee1 elementor-align-left celum-button celum-button--secondary elementor-mobile-align-center elementor-widget elementor-widget-button\" data-id=\"3420dee1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.celum.com\/en\/guide-creating-great-content-experiences-with-dam\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Request now<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8c61b3a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8c61b3a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d07b18a\" data-id=\"d07b18a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d9311d0 elementor-widget elementor-widget-heading\" data-id=\"d9311d0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What is Brand Management: A Definition\n\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f23b48 elementor-widget elementor-widget-text-editor\" data-id=\"4f23b48\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">I have to be honest about it. It\u2019s so much easier to describe the benefits of brand management or specific activities involved in the process than to explain what the term actually means.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">But I\u2019ll do my best to do that, too.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">So, in essence, when we use the term &#8211; <\/span><i><span style=\"font-weight: 400;\">brand management<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; we mean all the activities you take to ensure that:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Your brand presents a consistent image across all channels. <\/b><span style=\"font-weight: 400;\">No matter what assets a customer encounters, they immediately recognize them as part of your brand.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>It also resonates with customers.<\/b><span style=\"font-weight: 400;\"> Once again, no matter what brand asset they come across, they immediately know what you stand for.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Your brand helps to increase the awareness of your company and its products.\u00a0<\/b><\/li><\/ul><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">But note that I said \u201call the activities\u201d in the definition above. That\u2019s because brand management isn\u2019t a singular process or framework. Quite the contrary, in fact. A brand management strategy would involve various objectives and activities ranging from brand positioning, identity development, and brand communication to brand asset management, to name just a few.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Even those activities can be broken down into several other activities, each brimming with projects and other tasks\u2014from monitoring market trends to continuously adjusting the brand accordingly, understanding customer behaviour, creating brand loyalty, and much more.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In other words, brand management isn\u2019t a singular process. Instead, it combines various processes leading to similar goals: Increased brand awareness, loyalty, or greater market differentiation.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bade647 elementor-widget elementor-widget-heading\" data-id=\"bade647\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">A brand is more than a logo or corporate colours\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aec4dee elementor-widget elementor-widget-text-editor\" data-id=\"aec4dee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">One of the biggest challenges companies face when implementing brand management is the misconception of what a brand actually is.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">To many employees, it\u2019s nothing more than a logo, a set of branded colours, and fonts.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Such misconceptions lead many to develop their own brand assets. Granted, these assets do incorporate the logo and correct colours but fail to align with what the brand stands for.<\/span><\/p><p><span style=\"font-weight: 400;\">What\u2019s more, these assets can often hinder the company\u2019s positioning and marketing efforts.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They send the wrong message about the brand and its values.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">These assets can confuse customers about what the brand and its products are about, too.\u00a0<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">For that reason, I think it\u2019s worth to review all typical assets and elements the brand management strategy would include:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand name.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It\u2019s logo and identity.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tagline.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand colours and typography.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Imagery and style.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Voice and personality.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand positioning.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand promise.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand values.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand mission statement.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Assets, visual and non-visual, such as images, videos, audio, text, and more.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand experience<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identity guidelines, and more.\u00a0<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Note how many of the items on this list feel intangible.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Brand values, personality, voice, promise\u2026 We rarely consider those actual aspects of a brand.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">After all, we can\u2019t see or touch them, and we can\u2019t physically include them in product content or an ad.<\/span><\/p><p><span style=\"font-weight: 400;\">Consider these iconic Apple ads (found via <\/span><a href=\"https:\/\/www.cultofmac.com\/196454\/12-of-the-best-apple-print-ads-of-all-time-gallery\/\"><span style=\"font-weight: 400;\">CultofMac<\/span><\/a><span style=\"font-weight: 400;\">.)\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">You cannot pinpoint which of their sparse elements is the brand voice. Or positioning. Or the brand promise. And yet, you know they\u2019re there.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7154f75 elementor-widget elementor-widget-image\" data-id=\"7154f75\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"525\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image4-1024x672.jpg\" class=\"attachment-large size-large wp-image-40182\" alt=\"A brand is more than a logo or corporate colours\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image4-1024x672.jpg 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image4-300x197.jpg 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image4-768x504.jpg 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image4.jpg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cdd46f6 elementor-widget elementor-widget-image\" data-id=\"cdd46f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"950\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image1.jpg\" class=\"attachment-large size-large wp-image-40184\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image1.jpg 800w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image1-253x300.jpg 253w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image1-768x912.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce8dc39 elementor-widget elementor-widget-text-editor\" data-id=\"ce8dc39\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">That\u2019s because these elements have been first clearly defined by the company and then used meticulously in every brand asset they\u2019ve created.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">So, intangible or not, these are some of the most crucial elements of a brand, and they must be well-defined for the brand management process to work.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-82fffa1 elementor-widget elementor-widget-heading\" data-id=\"82fffa1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Two types of brand management<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b07128d elementor-widget elementor-widget-text-editor\" data-id=\"b07128d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Another important aspect of brand management is the fact that there are actually two different aspects to it:<\/span><\/p><p><b>Strategic brand management <\/b><span style=\"font-weight: 400;\">&#8211; The process of overseeing and developing a brand to ensure it aligns with business objectives and resonates with the target audience.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Strategic brand management involves creating a unique brand identity, communicating it effectively, and consistently monitoring and adjusting strategies to maintain a strong brand reputation and competitive advantage.<\/span><\/p><p><b>Digital brand management<\/b><span style=\"font-weight: 400;\">, on the other hand, is the process of maintaining and enhancing a brand&#8217;s presence in the digital realm.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This process involves using online marketing channels &#8211; social media, website, online advertising, content, and more &#8211; to communicate the brand&#8217;s identity effectively, engage with the target audience, and manage its reputation.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a54e821 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a54e821\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ff5e2e4\" data-id=\"ff5e2e4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0486d4b elementor-widget elementor-widget-heading\" data-id=\"0486d4b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Brand Management Examples\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d5aa825 elementor-widget elementor-widget-text-editor\" data-id=\"d5aa825\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">A client of ours, a manufacturing company in Austria, needed to provide its retail networks with manuals, marketing material, newsletters, printed leaflets, etc. for at least four different brands, and they need to do it quickly. They use a digital asset management system to organize all their assets, make sure they always have the latest version, organize marketing campaigns and deliver all this material through powerful portals. The advantage of these portals is that they easily reflect their complex product structure and the variety of product content: multiple brands and design families product content ranging from training material, guides, infosheets to assembly and handling instructions, marketing campaigns and contracts. The portal also facilitates the search for the right content in different languages and through different content types (video, image, document, etc.).<\/span><\/p><p><span style=\"font-weight: 400;\">Another client, a food company with a wide range of products, employed a brand management platform to ensure brand governance, making sure that all employees use the brand consistently across all channels and that the CI is used correctly.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3160f3f elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3160f3f\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wider\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-f426064\" data-id=\"f426064\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9de0ceb elementor-widget elementor-widget-image\" data-id=\"9de0ceb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"615\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-1024x787.png\" class=\"attachment-large size-large wp-image-44574\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-1024x787.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-300x231.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-768x590.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-1536x1181.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-22dc1c9\" data-id=\"22dc1c9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-01fe1b7 elementor-widget elementor-widget-text-editor\" data-id=\"01fe1b7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The 2024 State of Brand Management Tools in Europe<\/h2>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c629bdc elementor-widget elementor-widget-text-editor\" data-id=\"c629bdc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Gain the latest insights into brand management with our 2024 Brand Management Survey! We surveyed marketing and brand managers from medium and large B2B and B2C organisations across Europe to understand the current state of Brand Management tools \u2013 and the results are insightful.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-acb0d4d elementor-align-left celum-button celum-button--secondary elementor-widget elementor-widget-button\" data-id=\"acb0d4d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.celum.com\/en\/brand-management-survey-report\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Get the Report<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-74c4623 elementor-widget__width-auto elementor-absolute elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"74c4623\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_position&quot;:&quot;absolute&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2021\/03\/NEW-Dark.svg\" class=\"attachment-medium size-medium wp-image-7524\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37a9522 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"37a9522\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7854650\" data-id=\"7854650\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3d5494e elementor-widget elementor-widget-heading\" data-id=\"3d5494e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why Implement Brand Management?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b46869e elementor-widget elementor-widget-text-editor\" data-id=\"b46869e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">We\u2019ve covered quite a lot of the theory behind brand management, and you must have noticed that it is not a simple process. In fact, it takes time and effort to implement a brand management strategy and even more effort to maintain it.\u00a0<\/span><\/p><p><b>So why go through all this trouble?<\/b><span style=\"font-weight: 400;\"> What could you gain from having a brand management strategy in place?<\/span><\/p><p><span style=\"font-weight: 400;\">Let\u2019s discuss what you gain from implementing brand management in your organisation.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41bd5df elementor-widget elementor-widget-heading\" data-id=\"41bd5df\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">You create a single source of truth<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6618435 elementor-widget elementor-widget-text-editor\" data-id=\"6618435\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Let\u2019s be bluntly honest about it\u2014brand management strategy ensures that no stakeholder is ever confused about how to use brand assets or where to find all that information.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Without brand management, everyone can develop or interpret brand guidelines as they wish. We already discussed how serious this challenge is to organisations.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">However, with the strategy in place, everyone will work using a unified set of rules &#8211; a single source of truth about the brand.<\/span><\/p><p><span style=\"font-weight: 400;\">Granted, this might seem a subtle benefit, a shift from divided or scattered brand guidelines to a more centralised repository.\u00a0\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In practice, however, it means that once you\u2019ve implemented brand management, the entire brand becomes unified with little to no possibility of anyone creating something that\u2019s not following the guidelines.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-27fd300 elementor-widget elementor-widget-heading\" data-id=\"27fd300\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">You also ensure creative consistency<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a64508f elementor-widget elementor-widget-text-editor\" data-id=\"a64508f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Having a unified set of brand rules and guidelines and a single source of truth about how to use them will increase the creative team\u2019s output quality.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Just think about it.\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">With a single source of truth, creatives will know exactly how to convey the brand visually. And in doubt, they\u2019ll have access to all the information and assets they need.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">As a result, projects will include fewer mistakes than before.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">And they\u2019ll get completed much faster, too.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2fafaac elementor-widget elementor-widget-heading\" data-id=\"2fafaac\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Brand management prevents brand misuse\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-49e40b9 elementor-widget elementor-widget-text-editor\" data-id=\"49e40b9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Brand management also creates a protective barrier preventing brand misuse.\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Guidelines ensure that all brand elements are used correctly.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Asset management prevents wrong files from being used when creating artwork.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Finally, brand rules prevent anyone from interpreting the brand as they wish and creating their assets.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-315f37b elementor-widget elementor-widget-heading\" data-id=\"315f37b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">It will also boost the strategic approach to brand positioning \n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b91f7d elementor-widget elementor-widget-text-editor\" data-id=\"4b91f7d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">It\u2019s a fact &#8211; It\u2019s almost impossible to be highly strategic about positioning your brand when you don\u2019t have clearly defined guidelines or your guidelines aren\u2019t centralised.<\/span><\/p><p><span style=\"font-weight: 400;\">Everyone involved is open to interpreting the brand as they wish. Different teams can present the brand differently on the marketing channels they support. Your social media campaigns might use one type of imagery, and ads can feature something completely different.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">There might be no rhyme or reason across it all.<\/span><\/p><p><span style=\"font-weight: 400;\">It\u2019s true; this is an extreme example but not an unlikely one.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In fact, in February this year, Forbes collected an expert panel to discuss <\/span><a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2023\/02\/13\/16-mistakes-that-make-brands-seem-inconsistent-to-audiences\/\"><span style=\"font-weight: 400;\">mistakes that make brands seem inconsistent<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The number one mistake experts agreed on was <\/span><i><span style=\"font-weight: 400;\">not having clear brand guidelines<\/span><\/i><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Interestingly, of the other 15 mistakes listed in the article, six related to brand management:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Siloing marketing channels (3rd spot)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Not backing up values with real actions (5th spot)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Having an inflexible brand ecosystem (7th spot)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Not carrying the brand into all areas of the business (12th spot) and so on.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65b35eb elementor-widget elementor-widget-image\" data-id=\"65b35eb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"691\" height=\"733\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image3.jpg\" class=\"attachment-large size-large wp-image-40181\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image3.jpg 691w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image3-283x300.jpg 283w\" sizes=\"(max-width: 691px) 100vw, 691px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-81f15b9 elementor-widget elementor-widget-heading\" data-id=\"81f15b9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">You\u2019ll immediately make any marketing campaigns more effective\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-12768ab elementor-widget elementor-widget-text-editor\" data-id=\"12768ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This benefit results from a combination of factors. But overall, with brand management, you will strengthen your brand awareness, recognition, and more. In turn, this will immediately increase the results of every marketing campaign.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">After all, your target audience will already be familiar with your consistent brand. They\u2019ll recognize it, have good associations with it and its products, and more.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In other words, your marketing campaigns won\u2019t have to achieve those benefits, and they will focus on delivering the results that matter &#8211; Sales.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7c4ad62 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7c4ad62\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d91175e\" data-id=\"d91175e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7d4ac7b elementor-widget elementor-widget-heading\" data-id=\"7d4ac7b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why Is Brand Management So Challenging to Implement?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a16534 elementor-widget elementor-widget-text-editor\" data-id=\"1a16534\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>One answer to this question hides in the Forbes report quoted earlier.\u00a0<\/b><\/p><p><span style=\"font-weight: 400;\">For many organisations, brand assets are often siloed. Teams have access to a selection of guidelines and rules, but also actual assets.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Often, internal company dynamics make teams become protective of their brand elements.\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Designers protect logos and other brand visuals, fearing what other teams might do with them.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Managers can\u2019t let go of guidelines and protect them to the point where no one actually knows what the brand is or stands for anymore.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Copywriters block access to the tone of voice, fearing that others won\u2019t understand how to use it correctly, and so on.\u00a0<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The result is that no one uses the brand correctly. Moreover, everyone becomes protective of what they consider the most relevant assets to them, blocking others from using those correctly.\u00a0<\/span><\/p><p><b>Another reason is a lack of a system to develop and maintain brand best practices.\u00a0<\/b><\/p><p><span style=\"font-weight: 400;\">This is somewhat connected to the problem mentioned above.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">With assets siloed across the organisation, and the resentment to share them with others, it\u2019s almost impossible to start building best practices on how to utilise the brand fully.<\/span><\/p><p><strong>However, the biggest challenge preventing many companies from using brand management is the lack of a dedicated resource to centralise the brand.\u00a0<\/strong><\/p><p><span style=\"font-weight: 400;\">It\u2019s true &#8211; Much of the problem could be blamed on siloing brand assets or lack of dedicated processes.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">But the problem has another side.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Many organisations lack a centralise resource to collect it all together &#8211; <\/span><span style=\"font-weight: 400;\">A brand management platform<\/span><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">How easy would it be to break silos if there was a single repository to hold all brand assets, guidelines, rules, etc.? Or to convince departments to release brand elements they control if they had one place to store and control them?<\/span><\/p><p><span style=\"font-weight: 400;\">These are just some of the benefits of using a dedicated brand management platform:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensuring brand consistency<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Providing a single source of truth about the brand<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Central storage for all brand assets<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Effortlessly managing where your assets are being used.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Collaborating more efficiently when creating brand assets and marketing materials.\u00a0<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-03324d7 elementor-widget elementor-widget-image\" data-id=\"03324d7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"498\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image5-1024x637.png\" class=\"attachment-large size-large wp-image-40183\" alt=\"Discover what is brand management. Learn and understand the concept of brand management, the strategies involved, and see examples of brand management.\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image5-1024x637.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image5-300x187.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image5-768x478.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image5-1536x956.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image5-1920x1195.png 1920w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image5.png 1999w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">CELUM Brand Management<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8f64e8a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8f64e8a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f11a430\" data-id=\"f11a430\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-16a83cd elementor-widget elementor-widget-heading\" data-id=\"16a83cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How to Get Started with Brand Management\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-10beb7e elementor-widget elementor-widget-text-editor\" data-id=\"10beb7e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Please note &#8211; Typically, brand management starts with identifying a brand, what it stands for, and so on. However, for the purpose of this overview, we are going to assume that your organisation has already gone through that process. As a result, you\u2019ve established what your company stands for, you understand your brand, and have all the critical brand elements in place:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand image and voice<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand values, purpose, position<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">And you know what differentiates you from your competitors.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">At this stage, you can begin implementing brand management, and the process starts with benchmarking.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ac93e81 elementor-widget elementor-widget-heading\" data-id=\"ac93e81\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Define brand management benchmarks\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-388e984 elementor-widget elementor-widget-text-editor\" data-id=\"388e984\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This will help you assess how effective brand management strategies are and make more informed decisions about improving your brand and its positioning.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Here are the most common brand management benchmarks organisations use for that purpose:<\/span><\/p><p><b>Brand Awareness<\/b><span style=\"font-weight: 400;\">: This benchmark measures how well your target audience recognizes and recalls your brand. So, any positive changes in brand awareness will likely come as a result of strong brand management processes.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Naturally, brand awareness isn&#8217;t easy to measure, much like many other benchmarks on this list.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Many techniques and metrics help evaluate changes to brand awareness, from branded website traffic, social media reach, and online mentions to actively surveying customers to establish aided and unaided brand recall.<\/span><\/p><p><b>Brand Equity<\/b><span style=\"font-weight: 400;\">: Brand equity is the commercial value that derives from consumer perception of the brand name of a particular product or service. With this benchmark, you can measure your brand&#8217;s strength on the market.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">And again, any positive shifts can likely be attributed to brand management.\u00a0<\/span><\/p><p><b>Brand Loyalty<\/b><span style=\"font-weight: 400;\">: Brand loyalty indicates the degree to which customers consistently choose your brand over others.<\/span><\/p><p><span style=\"font-weight: 400;\">So, brand management will likely increase repeat purchases, customer retention, and lifetime value, decrease churn rate, and boost customer satisfaction survey results (like <\/span><a href=\"https:\/\/refiner.io\/blog\/net-promoter-score\/\"><span style=\"font-weight: 400;\">NPS<\/span><\/a><span style=\"font-weight: 400;\"> or <\/span><a href=\"https:\/\/refiner.io\/blog\/csat-survey\/\"><span style=\"font-weight: 400;\">CSAT<\/span><\/a><span style=\"font-weight: 400;\">).<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50f7212 elementor-widget elementor-widget-heading\" data-id=\"50f7212\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\"> Identify people responsible for brand management\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2c7049 elementor-widget elementor-widget-text-editor\" data-id=\"e2c7049\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">For the strategy to work, you need someone to oversee it.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Typically, organisations employ a brand manager to develop and oversee brand strategies. Their main goal is to enhance the brand\u2019s identity, awareness, and reputation.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">And so, a brand manager would conduct regular market research, analyse customer behaviour, and collaborate with other teams to ensure brand consistency across all company\u2019s operations.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">But they aren\u2019t (and nor should they be) the only people involved in the process.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Marketing managers are responsible for how their teams\u2019 activities &#8211; from ad creative to complete campaigns &#8211; utilise and affect brand awareness.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Product managers ensure that the brand&#8217;s positioning and messaging align with the product&#8217;s features and benefits.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creative teams would develop brand assets, and so on.\u00a0<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Naturally, your organization&#8217;s team responsible for brand management might look different.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">However, it is crucial to identify who those people are and get them involved in the process as early as possible.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9d283e5 elementor-widget elementor-widget-heading\" data-id=\"9d283e5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Identify your complete asset portfolio\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3f3894a elementor-widget elementor-widget-text-editor\" data-id=\"3f3894a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This step includes identifying and cataloging all existing brand assets.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">These would include logos, taglines, <\/span><span style=\"font-weight: 400;\">product content<\/span><span style=\"font-weight: 400;\">, and all digital assets like photos, images, videos, etc.<\/span><\/p><p><span style=\"font-weight: 400;\">This step aims to help you understand the scope of your brand portfolio and know what assets need to be centralised within the brand management platform.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0f3fb02 elementor-widget elementor-widget-heading\" data-id=\"0f3fb02\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Implement a dedicated brand management platform\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-98772f6 elementor-widget elementor-widget-text-editor\" data-id=\"98772f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">A brand management platform is a tool designed to centralise and streamline the use of brand assets, guidelines, and marketing materials.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Or, to put it differently, it\u2019s a single repository for anything brand-related, so the organisation could boost brand consistency and efficiency across all its communications channels.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Typical brand management platforms focus on providing five core capabilities:<\/span><\/p><p><b>Brand guidelines management: <\/b><span style=\"font-weight: 400;\">First and foremost, the platform serves as a single source of truth for all brand-related content, containing all the information about how the brand is to be presented to customers.\u00a0<\/span><\/p><p><b>Portals<\/b><span style=\"font-weight: 400;\">: With <\/span><a href=\"https:\/\/www.celum.com\/en\/portals-3\/\"><span style=\"font-weight: 400;\">Portals<\/span><\/a><span style=\"font-weight: 400;\">, you can create curated collections of branded assets, sales enablement content, marketing campaigns, and more. But more importantly, you can also use them to deliver brand guidelines to partners, creating a single source of truth on how they should be using and presenting your brand in their marketing campaigns.<\/span><\/p><p><b>Brand templates:<\/b><span style=\"font-weight: 400;\"> With this capability, stakeholders can access pre-approved content templates and swap images from a library of pre-approved assets, change branded colors, adjust the copy, etc. without ever breaking the brand guidelines.\u00a0<\/span><\/p><p><b>Brand asset management (BAM)<\/b><span style=\"font-weight: 400;\">: The platform helps create a brand library, bringing together all brand assets like logos, images, videos, documents, and more.\u00a0<\/span><\/p><p><a href=\"https:\/\/www.celum.com\/en\/blog\/digital-asset-management\/\"><b>Digital asset management<\/b><\/a><b> (DAM)<\/b><span style=\"font-weight: 400;\">: This capability helps companies store, manage, and organise all digital assets and not just brand assets to use for marketing campaigns, product content, and more.\u00a0<\/span><\/p><p><b>RECOMMENDED READING: <\/b><a href=\"https:\/\/www.celum.com\/en\/blog\/dam-vs-bam-which-platform-do-you-need\/\"><span style=\"font-weight: 400;\">BAM vs. DAM<\/span><\/a><\/p><p><b>Creative collaboration: <\/b><span style=\"font-weight: 400;\">These features help facilitate teamwork and collaboration, including capabilities like Kanban boards, <\/span><a href=\"https:\/\/www.celum.com\/en\/blog\/what-is-online-proofing\/\"><span style=\"font-weight: 400;\">online proofing tools<\/span><\/a><span style=\"font-weight: 400;\">, and more.<\/span><\/p><p><b>Brand <a href=\"https:\/\/www.celum.com\/en\/performance-insights\/\">performance analytics<\/a>: <\/b><span style=\"font-weight: 400;\">A brand management platform will also provide data and insights to help companies measure the strategy&#8217;s impact on brand awareness, loyalty, sentiment, engagement, and more.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1d2fe5e elementor-widget elementor-widget-heading\" data-id=\"1d2fe5e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Conclusion\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dde066d elementor-widget elementor-widget-text-editor\" data-id=\"dde066d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">As clich\u00e9 as it sounds, it\u2019s true\u2014a company\u2019s brand is its greatest asset. That\u2019s why processes like brand management are critical to ensure brand consistency across every touchpoint. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-952c0cf e-flex e-con-boxed e-con e-parent\" data-id=\"952c0cf\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ce35ad8 elementor-widget elementor-widget-template\" data-id=\"ce35ad8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"46332\" class=\"elementor elementor-46332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2e878f56 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2e878f56\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wider\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-7ccab00\" data-id=\"7ccab00\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7f1dbdf4 elementor-widget elementor-widget-image\" data-id=\"7f1dbdf4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"768\" height=\"591\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-768x591.png?ver=1744794309\" class=\"attachment-medium_large size-medium_large wp-image-45681\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-768x591.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-300x231.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-1024x788.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-1536x1182.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-2048x1576.png 2048w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-1920x1477.png 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-1fc8b53c\" data-id=\"1fc8b53c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-207f394d elementor-widget elementor-widget-text-editor\" data-id=\"207f394d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Read our <strong>free guide<\/strong> to learn how a Digital Asset Management (DAM) system optimizes the content supply chain to reduce complexity, cost and time to market.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5621eb2b elementor-align-left celum-button celum-button--secondary elementor-mobile-align-center elementor-widget elementor-widget-button\" data-id=\"5621eb2b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.celum.com\/en\/guide-creating-great-content-experiences-with-dam\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Request now<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Discover what is brand management. Learn and understand the concept of brand management, the strategies involved, and see examples of brand management.<\/p>\n","protected":false},"author":53,"featured_media":40180,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[179,86],"tags":[],"post_folder":[],"class_list":["post-40179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-management","category-content-supply-chain"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.6 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is Brand Management: Definition, Strategies, and Examples - Celum<\/title>\n<meta name=\"description\" content=\"Discover what is brand management. 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Learn and understand the concept of brand management, the strategies involved, and see examples of brand management.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.celum.com\/en\/blog\/brand-management\/\" \/>\n<meta property=\"og:site_name\" content=\"Celum\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/celumcorporate\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-05-13T11:01:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-30T11:17:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/image2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1999\" \/>\n\t<meta property=\"og:image:height\" content=\"1051\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Viviana Rojas de Amon\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@CELUM\" \/>\n<meta name=\"twitter:site\" content=\"@CELUM\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Viviana Rojas de Amon\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"16 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management\\\/\"},\"author\":{\"name\":\"Viviana Rojas de Amon\",\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/#\\\/schema\\\/person\\\/55c7caee5b9e9e98d3a4f5502123ae78\"},\"headline\":\"What is Brand Management: Definition, Strategies, and Examples\",\"datePublished\":\"2024-05-13T11:01:15+00:00\",\"dateModified\":\"2025-07-30T11:17:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management\\\/\"},\"wordCount\":2948,\"publisher\":{\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.celum.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2024\\\/05\\\/image2.png\",\"articleSection\":[\"Brand Management\",\"Content Supply Chain\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management\\\/\",\"url\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management\\\/\",\"name\":\"What is Brand Management: Definition, Strategies, and Examples - Celum\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.celum.com\\\/en\\\/blog\\\/brand-management\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.celum.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2024\\\/05\\\/image2.png\",\"datePublished\":\"2024-05-13T11:01:15+00:00\",\"dateModified\":\"2025-07-30T11:17:21+00:00\",\"description\":\"Discover what is brand management. 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