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.

Brand management is the process of shaping how people perceive a brand over time. It involves defining the brand’s identity, values, voice, and visual elements, then ensuring they are applied consistently across all touchpoints. The goal is to build trust, recognition, and emotional connection with the target audience. Effective brand management goes beyond logos and slogans. It includes managing customer experiences, communication, product quality, and reputation. When done well, it helps a brand stand out in competitive markets and maintain long-term loyalty. Strong brand management also allows businesses to charge premium prices and expand more easily into new markets. In simple terms, it is about actively guiding what a brand stands for and how it is remembered, rather than leaving that perception to chance.