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Digital Asset Management (DAM) and Brand Asset Management (BAM) are very similar, but there are some key differences.
Brand Asset Management (BAM) means organization, storage and retrieval of important branding information in order to communicate according to the brand guidelines and standards, therefore protecting the brand’s identity.
A company’s brand is its most valuable asset. Brand value or customer based brand equity is built by continuous and consistent branding. Digital or brand assets are valuable property of a company. They consist of digital files, digital media, images, logos, documents, videos, presentations, et cetera. The distinction between an asset and a regular file is - and there is that keyword again - value.
Digital files can be considered digital assets, but not all digital files are an asset to the company.
The assets of a brand, which are more or less tangible, play an important role for marketers who manage, control and maintain the corporate identity.
Digital Asset Management is a management form that carries the tools marketers need for consistent branding. DAM software contains the brand guidelines, a media library containing all the brand’s assets and a workflow module where all marketing publications can be monitored before they are published.
In short: Digital Asset Management software contains, amongst others, brand assets. Therefore, Digital Asset Management complements and strengthens the Brand Asset Management. BAM adds value to a brand, which leads to high brand equity.
Luckily, you don’t have to choose between the two. Brand Asset Management is an integrated part of Digital Asset Management software. The main goal with DAM is the centralization and consistent use of assets, which includes brand assets.