Brand Management

“Actively managing the [brand] requires a top down mandate and a bottom up understanding of why it’s important. The best companies provide their employees with tools that make it easy to be a brand champion. Building, protecting, and enhancing the brand requires desire and a disciplined approach to insure its integrity and relevance.” — Alina Wheeler

If it is true that brands can establish and build equity, then that equity must be managed & protected.

Brand Management typically involves creating and enforcing standards (both visual & verbal) for the primary brand, as well as managing extensions of that brand as organizations inevitably attempt to leverage their brand equity in new products, services or initiatives.

How We Think

Brand Management Overview


9990 Fairfax Blvd, Suite 570
Fairfax, VA 22030

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