Brand managment is the art and voodoo of creating a certain set of expectations for a name for a product or service, and the art and voodoo of managing the changes to this expectation set over the course of years. It is a subspecialty of marketing.
Manufacturers of cars, clothes, and cosmetics are among those industries where brand managment is crucial, because consumers do not, as a rule, make buying decisions for these items based on functional characteristics.
Some sociologists consider the marketing of such vacuous products as soft drinks and feminine deodorant spray to be a perversion of brand management rather than a legitimate use of it.
The timeless nature of a brand or logo gives it a quasi-religious nature. They stand as capitalism's only symbol of eternity. RobGraves
See also NoLogo.