Brand management is a philosophy and a total approach to managing companies, and as such includes much about changing minds.
Brand management starts with understanding what 'brand' really means. This starts with the leaders of the company who define the brand and control its management. It also reaches all the way down the company and especially to the people who interface with customers or who create the products which customers use.
Brand management performed to its full extent means starting and ending the management of the whole company through the brand. It is simply far very important to leave to the marketing department.
Creating the promise means defining the brand. A good brand is memorable and desirable. It cannot be effective if nobody remembers it, and is no good either if nobody wants it!
A good brand promise evokes feelings, because feelings drive actions. The promise must be unique and identified with you alone. Within an industry, promises can be very close, but if you want any hope of success, you must stake out the very specific territory of your promise and know clearly how it is different from the promises of other firms.
Once you have created the promise, the next step is to somehow inject it into the minds of your customers, your staff and everyone who receives anything from you or has any impact on what you deliver.
This is where marketing people come into there own. Although it is still not their sole preserve, a large part of marketing, which includes advertising and PR, is about positioning the company and its products in the minds of customers and against your competitors.
Creating and making the right promis e is one thing, but then you have to keep it. If you do not, you brand will still exist, but now the promise will be of slipshod products and inconsistent delivery.
Keeping promises means managing capability. It means consistent processes that are capable of delivering what is required. It means technology and systems which are reliable and usable. It means motivated people who are willing and able to deliver the goods.