A range of marketing disciplines focused on treating the brand as a managed asset. This is indispensable to the longevity of a brand. Brands do not ‘naturally’ survive and prosper; they have to be actively managed and invested in. The brand is perishable unless investment continues and it is actively managed through a range of appropriate managed programmes. The brand can act as the focal point for the entire range of marketing activities. Successful brands have a strong, well-integrated brand management system that covers all aspects and dimensions of the brand as an asset, as a guide to action and behaviour, and with a full range of protection over the use of the brand both by the brand owner and by associated third parties.