Brand management encompasses all strategic and operational decisions related to a specific brand or group of brands. Its primary goal is to guarantee the sustainability and growth of a company’s brand value, while ensuring overall consistency. This responsibility can be entrusted to a specialized agency or managed internally by a brand manager, a dedicated department, or even a product manager working specifically on a given brand. A concrete example illustrating a request for proposals (RFP) for brand management at the company level could be presented. Similarly, a practical case study highlighting the activities and challenges of brand management could be featured.