Successful creation and management of a modern brand

This study aimed to analyze the process of successful creation and management of a modern brand. In the research, the phenomenology research approach was adopted, and the in-depth interview technique as one of the qualitative research methods was utilized. Research findings implied that the needs and opinions of consumers are crucial to the decision-making process and strategy formulation in brand management. A company's brand promotion and long-term viability in today's digital landscape need constant attention. For long-term success in promoting and selling the brand to wide audiences, social media utilization is crucial. However, in this process, it will benefit the business to appoint professionals as social media responsible in order to reduce potential negative outcomes, such as public misperceptions and damage to the company's reputation. The reach and sway of social media shares in the purchase decision process are remarkable. According to the findings of this study, brand managers and expert teams are the true backbones of successful firms. Today, businesses should give importance to the brand management process much more and it will be necessary to be successful in conveying the activities of the brand to larger masses by using social media tools, in the presence of experts and in a certain amount of budget allocation, in providing selectivity in visual and auditory perception. It is anticipated that the findings of this research would provide direction for the brand management operations of enterprises. Based on the information in the thesis, it will be in the best interest of businesses to come up with plans for how to handle their brand management processes in the future. Key Words: Brand, creation, management, business, strategy.