Branded asset management refers to the implementation of

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create a ...

modifications and life-cycle management of branded assets. These branded assets include media, products and other items which feature an organisation or other brand.

Background

Branding emerged as a top management priority around the 2000’s due to the growing realization that a brand is one of the most valuable assets that a firm can have. A brand is more than just a name on a stationery, clothes, plant, or equipment.Clifton, R., and Simmons, J. (2003) "Brands and branding", The Economist. It carries meaning to all stakeholders and represents a set of values, promises and even a personality of its own.Clifton, R., and Maughan, E. (2000) "Twenty five visions: the future of brands", New York University press. Most companies with the biggest increases in brand value operate as single brands all over the world. The goal of many corporations today is to create consistency and impact, both of which are a lot easier to manage with the concept of a global brand that offers a single worldwide identity. Branding and brand management strategies are efficient approaches as they can be employed globally. However,

global marketing Global marketing is defined as “marketing on a worldwide scale reconciling or taking global operational differences, similarities and opportunities in order to reach global objectives". Global marketing is also a field of study in general busin ...

and increased competition have added pressure to the brand management structure. Today's marketplace is cluttered with hundreds of brands that strive to seize the attention of

consumers A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. ...

.Davis, S.M. (2000) "Brand Asset Managemement: driving profitable growth through your brand", Jossey-bass WILEY

References

Brand management {{Sociology-stub