Definition
The discipline of managing, regulating and protecting brand assets over time. It comprises the policies, the people responsible, the decision flows and the control mechanisms that ensure the brand grows coherently, that its sacred elements are protected, and that its equity is measurable and defensible. It is the difference between having a brand and managing it professionally.
Relationships
Concepts linked to this one by a real relationship in the glossary. Hover over each one to see why it's related.