VIEWING BRAND MANAGEMENT IN A NEW APPROACH - A REVIEW

Brand management is a function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations and images or a strong awareness of the brand and hence effective brand management is of extreme importance. The paper focuses on the aim and principles of brand management and highlights the surveys conducted in the published papers on brand management in the past and discusses the ways to improve the performance of managing the brands to create an impact on the individuals' perspective towards a brand and also various aspects and results of the surveys conducted on brand management.