Management of the brand of owners or consumers (including permanent ones). Object management implies a technique for observing and influencing objects: targeted changes and targeted refusals to make changes. Maximizing a brand's potential is the goal. An entity can be a brand, such as a car, a company, a city, or a product. A brand, according to James J. Hogan in his book Branding, published in 1994 by Prentice Hall International, is a living being composed of three elements: symbol, meaning, and value system. It has to do with what people see, hear, and feel when they think about a brand.