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A brand is the end users gut feeling about a company or a product.
Branding, essentially, is brand management. Altering company behavior to direct users gut feeling to a desired state. Developing a good relationship with the target market is essential for brand management.
Branding encompasses elements which add depth and personality to your company. A great design strategy embodies the intangibles that matter most to your customers. As your business evolves, so should your branding to ensure its continued growth.
The intangible elements are the experiences that the consumers share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain.
Below you will find a list of capabilities related to brand management.