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Brand Management

Brand management encompasses the strategies, activities, and tools directed at positioning a brand on the market. Its aim is not only to introduce a brand but also to make it visible and successful in comparison with the competitive ones. It involves stages such as creating, introducing, maintaining, adapting, and researching brands as well as, if necessary, withdrawing them from the market.

To encompass different activities connected with brand management, the concept of brand identity is often introduced and discussed. It is understood through the perspective of stakeholders, paying attention to the set of verbal and nonverbal elements that form the perception of a brand among the target audience. Since modern times are characterized by a plethora of products and services and changing customer needs, effective brand ...

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