Managing the tangible and intangible aspects of the brand. For product brands the tangibles are the product itself, the packaging, the price, etc. For service brands (see Service Brands), the tangibles are to do with the customer experience – the retail environment, interface with salespeople, overall satisfaction, etc. For product, service and corporate brands, the intangibles are the same and refer to the emotional connections derived as a result of experience, identity, communication and people. Intangibles are therefore managed via the manipulation of identity, communication and people skills. The structure, discipline, policies and processes that flow from the brand strategy across the entire organization and are used to create and control impressions of the brand in order to promote, profit from and protect the brand.

Practically this involves managing the tangible and intangible aspects of the brand. For product brands the tangibles are the product itself, the packaging, the price, etc. For service brands the tangibles are to do with the customer experience - the retail environment, interface with salespeople, overall satisfaction, etc. For product, service and corporate brands, the intangibles are the same and refer to the emotional connections derived as a result of experience, identity, communication and people. Intangibles are therefore managed via the manipulation of identity, communication and people skills. Brand Manager Person or group whose job it is to oversee and manage the correct implementation of the brand strategy or brand guidelines.

The process of managing an organisationÕs brands in order to increase long-term brand equity.

The discipline of brand management was started at Procter & Gamble PLC as a result of a famous memo by Neil H. Mc Elroy.