{"version":"0.2.0","built_at":"2026-10-10T20:58:14.188Z","license":"CC BY 4.0 © Mike Reams","canonical":"https://catalog.mikereams.com","capability":{"id":"BC-420.10","name":"Brand Management","level":2,"parent_id":"BC-420","l1_id":"BC-420","industry":"cross-industry","macro_id":"MC-40","path":["Brand & Marketing","Brand Management"],"description":"Define what the brand stands for, express it consistently everywhere it appears, and measure whether the market sees it the way the organization intends.","aliases":["Brand Strategy","Brand Identity","Brand Governance"],"in_scope":["Brand positioning and architecture across sub-brands","Visual and verbal identity standards","Brand health tracking","Brand usage approval and protection"],"out_of_scope":["Trademark registration and enforcement (see BC-150)","Employer brand for recruiting (see BC-320)"],"csdm_note":null,"status":"active","successor_id":null,"child_ids":["BC-420.10.10","BC-420.10.20","BC-420.10.30","BC-420.10.40"]},"crosswalk":{"realized_by":[],"used_in":[],"patterns":[],"stacks":[],"books":[]},"ancestors":[{"id":"BC-420","name":"Brand & Marketing","level":1}],"children":[{"id":"BC-420.10.10","name":"Brand Positioning","level":3,"child_count":0},{"id":"BC-420.10.20","name":"Brand Identity & Standards","level":3,"child_count":0},{"id":"BC-420.10.30","name":"Brand Health Measurement","level":3,"child_count":0},{"id":"BC-420.10.40","name":"Brand Usage Governance","level":3,"child_count":0}]}