Brand Management is the process of developing (or updating/modifying) the strategy and individual tactics necessary to communicate a "brand" to a given market. A brand is, by nature, an intangible thing...a relationship that you, the individual being marketed to, has with the product (or company, service, etc.). So when a brand is "managed," that simply means decisions are being made on how to uphold an image, consistently deliver what the product/service/employer's story or "brand promise" is, etc.
All this said, in the case of Global Brand Management, it simply means handling the above on a global scale. For well-known, high-equity brands (e.g., Coca-Cola), a Global Brand Manager has her hands full in orchestrating the communication of what it feels like, tastes like, looks like, etc to drink Coke.
Managing a brand typically includes overseeing the communication at all possible touchpoints...tv ads, radio spots, print, web, bus stop billboards, viral marketing...you name it, it needs to be managed (watched over and planned for).
Hope that helps!
Jared, Employer Brand Consultant
A global brand is a brand that you can find all over the world.
Dear, Protecting a brand's reputation is important when launching a new product or version update. It doesn't take time for a new product or brand to get negative feedback to filter through the Internet. This can certainly cause an unwanted effect, if on the second day of your product launch its reputation on the Internet has totally destroyed.
The Rocawear brand is an apparel brand that represents a dominant and global lifestyle. Founded in 1999, Rocawear continues to be a recognizable brand across the world.
If your brand experiences a time when it was involved in an event that is not found socially acceptable, your brand image can be tarnished, and it can be difficult for your brand to recover from the injury.
The major difference between sales management and marketing management is that sales management deals with closing the deal and marketing management deals with getting brand awareness out in the business sector so that the products are advertised.
Brand asset management involves promoting and communicating a brand to increase knowledge of and profits. Ensuring the marketing of the company is reaching the proper audience is also a key component.
A global brand is a brand that you can find all over the world.
share a brand and central management
I suggest Strategic Brand Management, 3rd Edition by Kevin Keller.
to become a truly global brand.
Global.
Marcom Central provides a brand management software for use. AVG also provides brand management through the use of its Firewall. Norton and McAfee also provide brand management tools.
everywhere its a global brand name
Dear, Protecting a brand's reputation is important when launching a new product or version update. It doesn't take time for a new product or brand to get negative feedback to filter through the Internet. This can certainly cause an unwanted effect, if on the second day of your product launch its reputation on the Internet has totally destroyed.
Brand Management discipline started at about the time that river plantations were being formed, and then when companies started gaining leaders, they had reprehands.
Barbara Loken has written: 'Brands and brand management' -- subject(s): Brand name products, Management, Branding (Marketing)
The companies such as Capterra, Adam Software, Brand Maker, and Open Text all have brand management software available. Additionally, Esko also has a similar service too.