“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.