Careers in Brand Management
Description
Under this system of organization, each brand or product within a company is operated as a separate business, with each standing on its own merits among its competition. This brand independence enables the company to market vigorously 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 also recruit undergraduates.
Requisite Personal Qualities
Successful brand managers are results oriented and creative; possess strong interpersonal, communication, and analytical skills; and have entrepreneurial leanings.
Academic Preparation
Brand management requires a broad background in marketing's functional core: advertising, research, consumer behavior, and strategy. In addition, analytical skills are extremely important and students are encouraged to prepare by taking accounting and finance courses.