Management must develop a strategy that resonates with its desired core customers and gives the firm a sustainable competitive advantage. You must find a way to differentiate the firm from the competition in a way that is both meaningful to potential core clients and establishes an emotional connection.
Brand strategy is a communication function profits path that includes research and analysis, planning and defines what your company stands for, and how that brand is positioned in the market, which targets audience the brand is targeted at and maintaining a desired reputation of the brand. Developing a good relationship with the target audience is essential for brand management. Tangible elements of brand management include the product or service promise and personality; logo, color palette, and slogan, those are only creative elements that convey your brand., price, the packaging, etc. The intangible elements are the experience that the consumer takes away from the brand, and also the relationship that they have with that brand.
A brand manager would oversee all of these things.