Brand Management
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.
Advertising
Careers in advertising are not limited to writers and artists. Instead, advertising is an important business enterprise that requires a combination of planning, fact-gathering, and creativity and involves all phases of marketing. Although compensation for advertising is generally comparable to that of other business executives, opportunities for rapid advancement in advertising usually are greater than in other fields because of less emphasis on age or length of employment.
Career Opportunities:
