Brand management is an area of web marketing that businesses tend to overlook. In one study conducted by Salesforce (Marketing Insights), 63% of respondents reported that they had engaged with the content of a particular brand only to be disappointed in the end. 97% of them went on to state that the experience slight or severely affected their perception of the brand. 23% of them stated that the experience was so bad, they would never again engage with the brand in the future.
As you have probably realized by now, brand engagement can have some serious long-term consequences if not done correctly. It can mean the difference between failure and success as brand management has a direct influence on a buyer's purchasing decisions.
So what exactly is brand management?
In simple terms, online brand management revolves around keeping track and facilitating the perception that people have of online businesses. The scope of brand management is far-reaching and touches upon anything that has to do with public opinion.
