By definition brand management is the analysis and planning on how a brand is perceived in the market. This is why brand research to understand your customer is so important. Developing a good relationship with your target market is the top priority to be able to define and then manage your brand. It’s easy for influencers within a company to redefine a brand carelessly without understanding customers. So a brand guide helps to manage and keep the messaging consistent and on target. Many companies have been undermined by careless development and management of a brand.