Brand Management

Brand management is a strategic marketing process that systematically creates, maintains, enhances, and protects a brand's identity and perceived value to build brand equity, customer loyalty, and competitive advantage.

22.9K

Publications

1.8M

Citations

32.1K

Authors

Institutions

Publications per year

2017–2026

9.2K

Parents

MarketingMarketing Management

Children

Brand ArchitectureBrand AssociationsBrand AwarenessBrand CommunicationBrand DifferentiationBrand EquityBrand ExperienceBrand ExtensionsBrand IdentityBrand Image

Publications

22.9K

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Kevin Lane Keller · Journal of Marketing · 1993 · 10.5K citations

Business, Marketing, Marketing Management +14

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Kevin Lane Keller · Journal of Marketing · 1993 · 7.8K citations

Business, Marketing, Marketing Management +14

The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty

Arjun Chaudhuri, Morris B. Holbrook · Journal of Marketing · 2001 · 6.5K citations

Business, Marketing, Marketing Management +15

Dimensions of Brand Personality

Jennifer Aaker · Journal of Marketing Research · 1997 · 4.7K citations

Business, Marketing, Psychology +17

Effects of Price, Brand, and Store Information on Buyers' Product Evaluations

William B. Dodds, Kent B. Monroe, Dhruv Grewal · Journal of Marketing Research · 1991 · 4.7K citations

Business, Marketing, Marketing Management +12

1–5 of 22.9K

Authors

32.1K

LD
Leslie de Chernatony
University of Birmingham, United Kingdom
91 publications · 13.2K citations
57
h-index
KL
Kevin Lane Keller
Dartmouth College, United States
59 publications · 40.3K citations
50
h-index
BM
Bill Merrilees
Griffith University, Australia
55 publications · 5.1K citations
36
h-index
JM
John M.T. Balmer
Brunel University of London, United Kingdom
46 publications · 7.1K citations
35
h-index
IP
Ian Phau
Curtin University, Australia
53 publications · 4.4K citations
35
h-index

1–5 of 32.1K

Institutions

1–8 of 6K

Venues

Journal of Marketing Research
533 publications · 116.6K citations
172
h-index
Journal of Business Research
JBR · 741 publications · 96.8K citations
157
h-index
Journal of Marketing
JM · 303 publications · 117.9K citations
147
h-index
Journal of Product & Brand Management
871 publications · 70.9K citations
135
h-index
Journal of Brand Management
744 publications · 60K citations
121
h-index

1–5

See also Brand Management
Core Methods	Brand Positioning Content Marketing Influencer Marketing Social Media Interaction Data-driven Decision Making Brand Portfolio Optimization Rebranding
Challenges	Brand Consistency Digital Buying Journey
Applications	Hospitality Management Customer Relationship Management Social Media Marketing Brand Identity Market Segmentation
Variants	Reputation Management