Importance of brand management:

1. From the perspective of brand assets

The important goal of brand management department is to create, cultivate and enhance the value of brand assets, and brand is the most important intangible asset of an enterprise. The importance of brand lies in its important asset, which is unrepeatable and therefore an integral part of its core competitiveness, so brand management is of great value to brands.

2. From the perspective of brand attitude,

brand management can provide an overall strategic plan for the establishment of brand assets. Through long-term investment and marketing efforts, the brand attitude in consumers' minds is established, which is conducive to the future development of the brand.

3. From the steps of brand management,

The basic steps of brand management include research process, brand positioning process, brand planning process, brand implementation process and effect evaluation process. The fundamental purpose of research and positioning is to find the brand's position in the eyes of target consumers, to create the brand's differences relative to competitors, and thus to form a unique competitive advantage. Brand planning and brand implementation are to visualize the concept and idea of brand positioning, and to make the ideal and cultural connotation of the brand perceived and recognized by the target consumers through three-dimensional communication and communication means. From this, it can be seen that brand management is necessary for the brand itself and consumers.

to sum up, brand management is a key link of enterprise development, which has great influence on the whole brand, so it is very important to do a good job in brand management.