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brand man·age·ment: noun : Definition: management of brand marketing: the way that a company tries to use and control its brands and the way that people perceive them. brand management. Definition: An organizational structure in which a designated manager is made responsible for the MARKETING of a BRAND. Believed to have been adopted first by. P. Kotler, 'Marketing Management ' (Prentice-Hall, 7th edn, 1991) Jacoby, J. and Chestnut, R.W., 1978, Brand Loyalty: Measurement Management (John Wiley & Sons, New York).Arindam.
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