What is Brand Management?

Concept of the DayWhat is Brand Management?


Brand management is the utilization of marketing techniques to ensure that the perceived value of a product or service of a brand or company goes up in the industry. Good brand management helps a company to gain profits and also maintain a loyal consumer base. Some of the factors that a brand manager uses to ensure that the product or service gains attention in the market and develops as a sustainable brand are price, packaging, logo, relevant colors, and the format of the product or service. These are even the factors of innovation or uniqueness upon which the brand manager constantly works.

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Brands have the potential to have their own identity and niche in the market. Every brand has its own target audience by maintaining its influence on the customers and even helping the management of the company grow and thrive. Effective brand management techniques involve creating a brand image, improving the brand awareness among the customers, coming up with campaigns and initiatives to spread out the brand message, and having its own unique brand positioning in the market.

Take the example of Bollywood actor Shah Rukh Khan. He is a bigger brand than what he is as an actor. Although Shah Rukh may be off the bigger screen for the past few years, his brand name still is in a high position in the market because of the impression his name leaves on the audience. For a brand like Disney+ Hotstar, it must have taken crores to get Shah Rukh on board and promote the OTT app by taking a dig at himself. Although the ads that Shah Rukh has been promoting are like making fun of himself for not being on the screen, he is already creating a brand image of his superstar status to associate with Disney+ Hotstar as a brand ambassador.

It has taken 30+ years for Shah Rukh to establish a name in the industry through his hard work and perseverance. So although there are not many big films in his kitty in the last few years, he has ensured to be on the news by associating with bigger companies through advertisements, brand associations, etc. Shah Rukh is a thorough businessman and he has established himself as a leading actor who can earn huge amounts even by doing side gigs like appearing in commercials, running a production house, owning a cricket team, engaging with the audience, and leaving his SRK aura everywhere he goes. Thus, the Shah Rukh Khan brand has taken under itself many umbrellas of actor, celebrity, film producer among others.

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It is Shah Rukh’s brand equity that still makes people stand outside his Mannat bungalow even now when he is away from the big screen. He has a strong fanbase that supports him thoroughly and a good connection with all the industry stalwarts who have their undisputed faith in his abilities as a professional and as a human being. One can notice that when the whole industry came in his support during a controversial case where his family member was tied up at the end of last year. Shah Rukh’s brand will be back in action as a hero in movies like Pathaan, Rocketry: The Nambi Effect, Brahmastra, and Cirkus.

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