David Ogilvy


Brand management analyzes and plans on how the brand is perceived in the market. Developing good relationships with the target market is essential for brand management. Concrete elements of brand management; the product itself, its appearance, price, packaging, etc. includes. Intangible elements are the consumer's experience with the brand and also his relationship with the brand. A brand manager should oversee all of these.

Brand management is one of the most important factors for companies and is of vital importance. The brand management process, which is of great importance in terms of branding and brand positioning, includes many elements under a single heading, while opening the doors of success to brands.

Along with being the most important factor in the development and success of a brand, brand management is all of the work carried out and result-oriented work. In brand management; Brand decisions, brand strategies, brand identity, brand positioning and marketing decisions are taken into consideration and various strategies are implemented in line with the determined targets.

Brand management is short; It can also be defined as the application of all marketing techniques to products, product categories or brands. Brand management always prioritizes customers and is customer-oriented. While performing this process, there are two important decision-making areas to consider. These; key brand strategy decisions and marketing mix decisions.


In the strategic approach in the field of digital marketing, the responsibility belongs to the brand and all its products. Brand management, which aims to achieve long-term results by setting short-term goals, is gathered under a single heading and gathered under multiple factors.

How to Create a Strategy in Brand Management

One of the most important factors when building a brand is to develop a brand strategy. While making strategic decisions in brand management, we must first analyze the situation. When branding the company's services or products, customer analysis, competitor analysis and personal analysis will be controlled separately. Each of these analyzes has a different purpose.


Through analysis, the company can identify customers and categorize the market according to their needs and desires. Also identify the target market. With competitor analysis, we can obtain information about the brand image and identity of competing brands, reveal their strengths and weaknesses, reveal the situation and have certain information to take more effective measures. Brands can determine their strengths and weaknesses through personal analysis, and can take correct and effective brand management steps according to the results.

Brand identity includes all the products and services that the company offers to its customers. These elements include the brand's own characteristics, quality, revenue, contribution, performance, and how customers perceive the brand. After determining the brand identity, there are 4 main factors that form the basis of the brand. Without brand identity, it is difficult or impossible for these elements to exist in brand management. These elements are; It includes brand positioning, brand selection, brand type and brand development strategy. ( See: Brand Stories )

Let's talk about these four important factors;


Brand Management  / brand positioning; It can be defined as defining where the goods or services will appear in the target market in which the organization will operate and distinguishing it from other brands. Brand positioning allows customers to gain general knowledge about the brand and can also help marketing managers develop new and appropriate marketing strategies for the brand. Thus, the necessary rules for the first brand management of a solid and solid brand are realized.


Brand selection in brand management; It is one of the most important factors in the branding process of a product or service. The name chosen should be consistent and relevant to brand positioning. Having a good brand name can increase the value of a product or service because when customers make a choice, they also give importance to the brand name.

Marketing decisions; In order for the brand to show the integrity of its success, the product development, price, distribution and promotion decisions must be compatible with the brand in the right proportion. Matching brands and decisions at the right pace will be finalized and evaluated through methods, discoveries and analysis.

( See: Strategic Planning )