Student Questions - what is brand mmanagement from Anonymous: MarketingProfs Question 6002

Topic: Student Questions

What Is Brand Mmanagement

Posted by Anonymous on 3/6/2005 at 4:42 AM ET 50 Points

what is brand mannagement

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Posted by Blaine Wilkerson on 3/6/2005 at 5:04 AM Accepted

Well, basically it refers to an individual or group who are responsibility for planning and co-ordinating the marketing activities pertaining to a brand.

Nothing too confusing.
Posted by mgoodman on 3/6/2005 at 10:32 PM Member

It's not clear what you're asking. What part of "brand management" do you not understand? Brand management is the management of a brand. Do you know what management is? Do you know what a brand is? What is it you're asking?
Posted by mgoodman on 3/8/2005 at 10:31 PM Accepted

A quick response to the note from sakuya_88:

Most people tend to use brand management and product management interchangeably, but there is a real difference that should be noted.

Product managers typically get more involved in the product, distribution, performance, and mechanical issues that affect a PRODUCT.

Brand managers focus more on the value of a BRAND. The product is one element of their responsibility, but it's not the only one. They are concerned with everything that affects consumer perceptions of a BRAND -- it's image, all the promises, benefits, and emotional components, etc.

On a day-to-day basis the two positions may entail pretty much the same activities, but the BRAND MANAGER is focused on how consumers perceive the BRAND, while a PRODUCT MANAGER is more inwardly focused on the PRODUCT and what it delivers.

OK. I'll get off my soapbox. Too many years at P&G will do that to you! ;-)