Many brand manager nowadays is lost to the loosely used and abused term identifying the person in charge of a specific brand, meaning a product or a service. But what exactly does it mean to be given the title, brand manager? Most believe the task to be the specific person placed in-charge of a single product/service among the multiple product lines carried by the corporation.
But what exactly does being in charge identify the job to be? Marketing obviously; to identify if not control and manage the brand, i.e., from forecasts for manufacturing to packaging, its distribution, pricing sensitivities, sales and promotions, collections to accounting, advertising to promotions and finally product positioning. There are a slew of other disciplines to follow, if not create, be it for manuals to describe if not implement sales strategies, distribution fronts, supermarket shelf positioning, the advertising agency and its objectives, etc.
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