Hislop defined branding as “the process of creating a relationship or a connection between a company’s product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers.”

Developing a good relationship with your target audience is essential for brand management. Tangible elements of brand management include the product itself, its image, cost and the packaging.
The experience and relationship of the consumer with the brand are intangible elements that a Brand Manager would address.

Using special techniques in order to increase the perceived value of a product, Brand management is a function of marketing that analyses and plans on how that brand is perceived in the market.

Through positive associations and images and/or a strong awareness of the brand, an established marketing strategy along with brand management establish loyal consumers and enable business growth.