Description

Under this system of organization, each brand or product within a company is operated as a separate business, to stand on its own merits against competition. This brand independence enables a company to market a number of different products--some competitive with others in the same company.

Except for top corporate management, members of the brand group are the only ones in a company who deal with all aspects of the company's business. Brand managers plan, develop, and direct the marketing efforts for a particular brand or product. They are generalists who coordinate the activities of specialists in production, sales, advertising, promotion, R&D, marketing research, purchasing, distribution, package development, and finance.

In brand/product management, individuals can expect early responsibility, which should enable them to learn quickly and to demonstrate ability by contributing from the very outset to the operation of the brand(s) to which they are assigned.

Career Opportunities

Virtually all consumer goods companies use this system of organization. A number of industrial goods companies also have brand/product management. In consumer goods companies, in particular, brand management is considered the best training ground for top corporate officers.

Entry Level Positions

A typical entry-level position in a consumer products company is brand assistant. Ordinarily an individual is hired in at this level and participates in a training program that entails sales training in the field -- from one to four months -- and in-house classes and seminars. While these positions have historically gone to MBAs, there are a few companies that do recruit undergraduates.

Requisite Personal Qualities

Successful brand managers are results oriented and creative.  They possess strong interpersonal, communication, and analytical skills; and they have entrepreneurial leanings.

Academic Preparation

Brand management requires a broad background in marketing's functional core: marketing research, promotion, consumer/buyer behavior, and strategy. In addition, analytical skills are extremely important and students are encouraged to prepare by taking accounting and finance courses.