Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and in turn increase brand franchise and brand equity.
For a customer, brand is important, it not only reflects the company but also the person buying the product. The name that stands out and is recognized above all of the other hundreds of brands is the one that is also respected. As a consumer, a brand implies the level of quality that is expected from a product. The satisfaction of the product will boost further sales of the same product and influence decisions about other products under the brand. The value of a brand is determined by the amount of profit that it generates for the manufacturer. When a company's name is used as a product brand name, this is referred to as corporate branding. There are a number of different types of brands that have become recognised:

A PREMIUM BRAND
This is typically more expensive than other products in the category.

A FIGHTING BRAND
This is a brand that is created especially to fight against the competitors in the market.
Branding is not limited to the name on the packaging, it also focuses on getting that name recognized on various levels including, logo, customer service, corporate colours of identity, advertising and quality. Whenever a customer sees or hears or comes in to contact with a brand, there is an entire team behind it that have successfully thought about getting a positive image noticed.
Becoming increasingly popular is the Private Label product brand. These are typically manufactured or provided by one company and offered under another company’s brand. They are often placed on the market at lower cost to the major national brands and International brands. There are however different kinds of private labels.

Store Brands – The retailers name is apparent on the packaging.

Store Sub Brands – This is where the retailers name is on the packaging but is low key.

Umbrella Brand – This is a generic brand that is independent from the name of the retailer.

In the past private labels have been thought of as low priced and low quality products, however there has been a turn around over recent years and company’s are using private labels to market higher quality products.
When one brand name is used for several related products, this is referred to as family branding. When all a company's products are given different brand names, this is referred to as individual branding. When a company uses the brand equity associated with an existing brand name to introduce a new product or product line, this is referred to as "brand leveraging." When large retailers buy products in bulk from manufacturers and put their own brand name on them, this is called private branding, store brand, or private label.
The challenge to all Brand Managers is to be consistent in their approach at building a brand and getting the message across to the relevant market in a fresh manner.