Brand management is the process of implementing strategies and tactics to control and enhance the perception, visibility, and value of a brand. This involves creating a strong brand identity, managing brand communication, monitoring brand performance, and aligning the brand with the overall business goals. Brand management helps companies build brand equity and customer loyalty, differentiate themselves from competitors, and ultimately drive sales and profitability. It is a crucial aspect of marketing and requires a deep understanding of consumer behavior, market trends, and competitive landscape.