Journal of Contemporary Issues in Business and Government Vol. 27, No. 3, 2021 https://cibg.org.au/ P-ISSN: 2204-1990; E-ISSN: 1323-6903 DOI: 10.47750/cibg.2021.27.03.288 Copyright © The Author(S) 2021. Published By Society Of Business And Management. This Is An Open Access Article Distributed Under The CCBY License. (Http://Creativecommons.Org/Licenses/By/4.0/) A Conceptual Outlook Concerning Brand Management VIBHA SONI 1 , DR. VINITA AGRAWAL 2 1 research scholar,Amity Business School,Amity University Rajasthan 2 Professor,Amity Business School,Amity University Rajasthan Abstract: According to the American market association (2010), brand is a term, symbol, name, design, term or any other attribute that can be used to identify the products or services of the company. Globalization has increased the competition in market, education has increased the level of customer awareness about the products, increased level of income has made people brand users and social aspect has made people using branded goods a symbol of social image. Thus, it is very important to understand for a marketer that having a brand is not enough but the effective brand management is also important. Everyday new products, substitutes are coming in the market with innovative features, and attractive prices. In this situation, it is one of difficult issue or challenge to deal with brand management. It is important question before the managers to know that how to maintain the brand equity in the continuously changing environment, where the needs and expectations of the customers are changing continuously. The three important elements of brand equity are brand awareness, brand association and brand loyalty. Brand awareness shows the level of customers to identify the product of the company, brand associations shows the associations between brand and the customer and brand loyalty shows the loyalty of the customers towards the brand. These three elements of the brand equity help in managing a brand by the company. Keywords: Brand, Branding, Brand management, Brand Equity, Brand Awareness, and Brand Loyalty. INTRODUCTION: Today the life of a common people is crowded with various brands. The moment we wake up, we start using brands, toothpaste, bath soap, shampoo, shoes, clothes, perfumes, bread, biscuits, food items, bags, laptops, television, refrigerator, car, bike etc. We are so obsessed with the concept of brands that we cannot imagine our life without brand. From youngster to old age everyone is dependent on brands. Unlike the earlier times when people used to opt for the basic necessities, today’s life style is restri cted to brands. According to the American market association (2010), brand is a term, symbol, name, design, term or any other attribute that can be used to identify the products or services of the company. Globalization has increased the competition in market, education has increased the level of customer awareness about the products, increased level of income has made people brand users and social aspect made using branded goods a symbol of social image. Thus, it is very important to understand for a marketer that having a brand is not enough but the effective brand management is also important. Everyday new products, substitutes are coming in the market with innovative features, and attractive pricing. In this situation, it is one of difficult issue or challenge to deal with brand management. It is important question before the managers to know that how to maintain the brand equity in the continuously changing environment, where the needs and expectations of the customers are changing continuously. Brand is the best way to make your product differentiate from others. Value addition to the customers by the brand is another important issue. The task of brand management becomes more difficult to the companies having more than one or two brands. Researchers have discussed the concept of brands, and brand equity but the concept of brand management have been ignored. There is a lack of researches in the area of brand management. Customers of the company are highly influenced by the strength or value of a brand. Strong brand can be considered as valuable assets for a company (Melin, 2001). Objectives of the study: The main objective of the study is to make review of literature on the brand management practices and the related concepts in the companies. Research Methodology: Current study is descriptive in nature. The study is based on the secondary data purely. Researchers have collected the research papers, PhD thesis, master thesis, newspaper articles, websites, corporate blogs and various other online resources to get a deeper understanding of the concept of brand, brand equity, brand