Difference Between Marketing and Brand Management

What is Brand Management?

Brand management is a wide term used to narrate marketing strategies to sustain, enhance and bring perception to the broad value and reputation of a brand and its products over time.

Brand management is a main part of a company's marketing strategy that helps brands develop and protect their identity, more apparently define the value of their products and services and form important connections with their target audience.

For example, a bike insurance company develops a brand management strategy to promote brand recognition and recognition and promote familiarity within its target audience.

What is Marketing?

The American Marketing Association (AMA) defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society. Over the years, marketing has transformed from being print and TV media-dependent to relying more on the internet because of the reach and scope of the latter. The primary objective of marketing is to take a product or service, identify the ideal/target customers or consumers, and draw their attention towards the product/service.

The overall marketing strategy depends on consumers’ perception or understanding of the product, quality, durability, availability, and price point.

Difference Between Marketing and Brand Management

CharacteristicsMarketing ManagementBrand Management
DefinitionMarketing management aims to reach potential customers and public normally to present a product and increase sales.Brand management aims to be in charge of the image recognized by customers of a company’s products or services.
RolesIt includes evolving marketing strategies to reach customers from all statistics, cooperating with the sales department certifying that the goals are in line, observing and reporting on the demand for products and services and certifying the clients recognize the value of the products.It includes setting a brand’s perception strategies, assessing the brand image from the consumers, evolving sales and marketing strategies, supervising and suggesting the best product placement not to mention observing the progress of the sales.
NatureDiplomatic in natureStrategic in nature

Tips for Effective Brand Management

In due course, the best brand resources are directly ahead of you. Qualifying and instructing your team members to be your top brand supporter is a key part of being an effective brand manager.

Following are some of the tips for effective brand management −

Start In-house

The key to building a compatible brand is starting with your own team! If you can get every team member in your company on the same wavelength when it comes to what your brand is, how it perceives and prospect, and why they should believe in it, then this perception will drip into every project that's built and expanded.

You can accomplish this through clear brand recommendation, associated brand workshop sessions, and experimental workbooks that speak to real anxiety and ultimatum. This is the basic first step in converting your brand vision to all customer touch points.

Strain Your Internal Project Manager

This means fascinating multiple shareholders, thinking rapidly and innovating, and using her superficial consulting experience to emit fresh eyes over the brand for her clients.

In some companies, working on brand preliminaries means ranging products with promise. This means that you are frequently in a Project Manager position, working with a diversity of departments in the company to modify the opinion, plan, or procedure for the customers' needs.

Here are my three pieces of advice to become a successful brand professional in this space −

Apply limitless creative thinking − There are many things to be done and many ways of doing things. Don’t be limited by the ‘predictable’.

Plan carefully − We have to plan our meetings, project timelines, meeting minutes, and our regular check-in and check-out of our project management to ensure timely implementation and smooth coordination.

Create collaborative work surroundings − Working across sectors requires consultation, compromise and transparent communication. Be the voice of the consumer within the business and encourage strong relationships with colleagues to filter that through to all aspects of it.

Develop a Thoughtful Brand Strategy

Investing time to really develop your brand strategy is key to constructing a successful brand. A successful brand strategy encloses the long-term plan for the brand and defines the how, where, what, when, and to whom you are conveying your brand message.

Conveying what makes a good brand strategy is key. A lot of people go wrong by going directly into accomplishment/creativity - always begin with the basics like WHO you appeal to, WHY you survive as a brand, WHERE your brand might get grip, before jumping into collecting the perfect color or writing the perfect tagline.

Deep Dive into the Customer Experience

As marketing manager at travel company AirHelp. AirHelp helps millions of customers acquire remuneration for detained or canceled flights, so understanding their customers’ behavior and needs is critical for AirHelp brand management.

When building a brand, examine everything around your customer and the customer journey. Find out when they would buy and/or use your product, why they do it, and how your brand can fulfill those needs. Designing a nice logo is easy, but working out the basics is the hardest part.

Sustain a Solid Core

Today, great universal brands need to be able to assist a strong, clear, solid core, while operating their brand in all those multiple different circumstances their micro-audiences live in. Those circumstances are changing faster and more fluidly than ever before. There cannot be one fits all solutions nowadays and consequently it is not about being universal, but omni-relevant with the messaging and offering. This needs constant observation of the world around: new brands, technologies, and behavioral specimens arise on a global level.

Establish a Style Guide

With so much content being published internally and externally, it’s important to have one merged brand style attendant. This attendant will not only uplift stability across your brand but will also define your brand’s unique tone of voice.

A style guide is a significant tool for your brand. It helps you write clear, compatible content for your organization across teams and channels. Thus, marketers, web designers, and community managers all stay on the same wavelength, and present a unified vision of the brand to the public.

Quit Trying to be Everything to Everyone

Brands can isolate, and that's alright! Not everyone is going to like or be attracted to your brand − it’s a waste of time and energy to try and be all things to all people.


Many multinational corporations consolidate their brand and strategic marketing activities in dedicated special purpose brand management companies to manage their activities as we have studied about marketing and brand management and also their effective brand management.