what is brand management

A brand manager is tasked with managing the tangible and intangible properties of a brand. It aims to increase the overall perceived value of the brand in the long run and build a loyal customer base through positive brand associations. and Bettman, J.R., "Self-Brand Connections: The Role of Reference Groups and Celebrity Endorsers in the Creation of Brand Meaning," in Handbook of Brand Relationships, D. J. MacInnis, C. W. Park and J.W. Brand value, moreover, is not simply a fuzzy feeling of "consumer appeal," but an actual quantitative value of good will under Generally Accepted Accounting Principles. 2 2016, p.137

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