We will try to present,through the display of the various branding concepts and theories,the different branding management approaches.This will present the different visions of the discipline depending on the author to try and demonstrate their differences,at first,and their complementarities at last to help the different branding management practitioners(brand managers,marketing managers,advertisers,media-planners…)apprehend the right brand positioning strategy to engage. We will try to present, through the display of the various branding concepts and theories, the different branding management approaches. This will present the different visions of the discipline depending on the author to try and demonstrate their differences, at first, and their complementarities at last to help the different branding management practitioners (brand managers, marketing managers, advertisers, media-planners ...) apprehend the right brand positioning strategy to engage.