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Abstract
Brand Management is one of the important concepts for business environment these days. The brand management has turned into a very vital attribute that has major impact on the customer’s perception of the particular brand. Consumers are becoming more and more conscious about the brands which they choose to purchase. This research paper is an attempt to study the importance of brand management in today’s dynamic business environment, the branding strategies which are adopted by business to attract customers. Various principles of branding which are followed in today’s times. The study will have greater impact for marketers and would help them analyze the importance of branding and would direct them how branding can help them to retain their present customers and attract new ones.