Brand Content Management (BCM) is a concept that creates a standard process an organization can use to create, store, and distribute brand-related marketing materials and information. Organizations such as AT&T, Coca-Cola, Starbucks, Apple, and Harley-Davidson all participate in marketing development and distribution of their marketing concepts. Each of these organizations have created a process to store and control their brand image and marketing concepts. Brand-related marketing advertisements contain copyrighted and trademarked information. These organization produce hundreds of thousands of marketing pieces (content) each year, some examples of these assets are lifestyle photography, brochures, literature, and logos. Marketing organizations develop these assets for mass distribution through many channels and segments. These can become viral, video, print, image, digital/electronic, or broadcast. These types of organizations generally use a customer relationship management (CRM) application that allows organizations greater control over the creative development, distribution, fulfillment and management of all brand-related content.
This is how the term "brand content management" was initially used, customer relationship management (CRM) applications that support marketing development have created a software based architecture that supports the process and storage of brand-related content. Software companies have created an enterprise marketing management tool that supports these organizations in the development and management of brand content.