The scope of a brand manager’s function varies from company to company, but the core job function is to search for the most productive way to build long-term profitability for a product. Traditional brand management focuses on consumable goods with a short repeat purchase cycle, in which sales respond rapidly to changes in price, product, packaging, distribution, and promotion. The typical career path for an MBA is to enter as an assistant product manager and move up to brand manager after three to five years.
A brand management team shares the ultimate responsibility for a particular product. Brand management involves developing a strategic direction for a brand based on what consumers want. It is not just about lowering price or creating commercials, although they are elements of a strategic plan. Rather, managing a brand means finding a way to deliver value to consumers. Brand managers lead cross-functional teams to achieve the goals outlined in annual brand plans. Whether it’s managing a spending budget or convincing upper management through numeric analysis to increase a package size to boost sales, everything the branding pro does is dedicated to the goal of selling more units, thus making more profit for the company and putting smiles on shareholders’ faces.
Although the needs of a particular brand and product often dictate how exposed a manger is to different issues, one thing all brand managers have in common is a fast-paced schedule. Seldom does a day go by where he or she won’t be running from meeting to meeting and visiting employees from legal, packaging, finance, market research, consumer affairs, operations, public relations, and research and development, among others. Given the broad exposure to so many aspects of business and the supply chain, these people are often general managers.
Recommended Specialization
Brand Management
Companies that Recruit Vanderbilt MBAs
- FedEx
- Hanesbrands
- Heinz
- Kimberly Clark
- Masterfoods
- Mattel
- McNeil
- Microsoft
- Unilever
Owen Extras
Clubs, activities, events, and programs to help build your résumé:
- Owen Marketing Association
- Owen Student Government Association
- Marketing Camp
- Owen Entrepreneurship Center
Brand Management Key Competencies
Do you have or can you build the following competencies as an MBA?
- Leadership
- Flexibility
- Passion
- Creativity
- Initiative/Assertiveness
- Knowledge of marketing procedures
- Strategic thinking abilities
- Multi-functional team skills
- Research and analysis skills
- Communication and presentation skills
Does your résumé reflect these experiences or accomplishments?
- Leadership/management position(s)
- Previous marketing position
- Multi-functional work (finance, ops, and marketing)
- Project management
- Advertising/agency
