Principle purpose of this article is to Define and Discuss on Brand Engagement. Brand engagement is the process of forming a emotional or rational attachment between someone and a brand. It comprises taking care of of brand management. What makes the topic complex is usually that brand engagement is partly produced by institutions and organizations, but is equally produced by the perceptions, attitudes, values, and behaviors of those with whom these institutions and organizations are communicating as well as engaging with. Brand engagement describes how a relationship begins, continues growing and how it keeps the partnership going between an individual and a brand.