Welcome to an Exciting Marketing Career!

Brand and Product Management

Description

Many companies feel that a product needs special attention and more intensive marketing efforts. For example, Tide and Crest are products that have their own product brand managers. As such, the brand management team operates as a separate business unit that has total budget and marketing control their brand. In fact, it is not uncommon for brands or products to compete directly with other brands and products within the same firm. Brand and product teams plan, develop, and direct the marketing efforts for respective goods. With the exception of top corporate management, the members of brand groups are the only people in a company who deal with all aspects of the company's business. They are primarily concerned with such things as: basic product research and development, packaging, manufacturing, sales and distribution, advertising, promotion, marketing research, and business analysis/forecasting.

Career Opportunities

Many consumer and industrial goods companies utilize the brand and product system of organization. In consumer goods companies, brand management is often considered to be the major training ground for future corporate officers.

Educational Background

Academic preparation for such a career will include courses in marketing, research, consumer behavior, business-to-business marketing, logistics, promotion and sales.