Abstract
The relation between the enterprise and the customer was shifted to “relationship”from “transaction”by rise of brand management.In those days，it has been thought that the functions of the brand are 1)distinction,2)quality guarantee 3)creation of meaning
.After that the brand is given the new function by SD logic which focuses on value co-creation. The new function is “expectation awaking”.Moreover,the target of expectation awaking isn’t only to customers.Targets such as an employee inside the organization and the supplier who composes a value chain are various. The brand motivates all stakeholders who involve the achievement of future value.
There is no essential difference in “Brand Management”and “TQM”, these shouldn’t be promoted separately. In this article, a new way of brand building which is called “category branding”is introduced and a future relation between brand management and TQM is considered.
