Successful brands don’t just happen. They’re not made up of some visuals, a product offer and a side serving of good luck.

Successful brands are built with hard work and consistency through an ongoing process of Strategic Brand Management.

Only brands that are managed strategically have a fighting chance of success. 

Those that aren’t drift aimlessly and eventually hit the rocks.

In this article, you’ll learn what strategic brand management is and how to create your brand management process.

What Is Strategic Brand Management?

(12 Process Elements)

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What Is Strategic Brand Management?

Although the term strategic brand management might seem pretty straightforward, it’s anything but. The vast majority of the world’s brands are developed with little more than some visual assets.

Fewer brands are developed with a robust brand strategy and fewer still are managed consistently through strategic brand management.

To manage a brand effectively and strategically requires a competent brand manager who understands the importance of consistent strategic communication while boasting the skills to execute on the strategy of the brand.

Strategic Brand Management Definition

Strategic brand management is the process of managing internal and external brand activities in a strategic manner to ultimately grow the brand reputation and equity