In
marketing,
brand management is the analysis and planning on how that
brand is perceived in the
market. Developing a good relationship with the
target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things.