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Brand Asset Management (BAM) can refer to at least two distinct concepts:

1. The organisation, storage and retreival of important branding and marketing files along with their guidelines (often called Digital Asset Management).
2. A wholistic organisational approach, described by Scott M. Davis as “a balanced investment approach for building the meaning of the brand, communicating it internally and externally, and leveraging it to increase brand profitability, brand asset value, and brand returns over time.”

The former is a key ingredient to in implementing the latter. A brand is an investment and in order to leverage, promote and protect it the digital files that represent it need to be available to the right people at the right time.

Brand Asset Management refers to both the technical and organisational tools needed to solve that problem.

• Wikipedia: Brand Asset Management
• Wikipedia: Digital Asset Management
• Brand Asset Management – Driving Profitable Growth Through Your Brands, Scott M. Davis.