Brand Management Practice Test — Flashcards

In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. (Source: Wikipedia)

Brand management typically revolves around the four pillars of purpose, perception, identity, values, and brand experience.

In many MBA courses, Brand Management includes building and defending brands, collecting and analyzing market research data, and developing and introducing new products.