BRAND/PRODUCT MANAGER
Brand and Product Managers are responsible for the management of a product or brand in
a consumer market. As part of a team, they aim to pitch their assigned product to the
consumer in a way which appeals. Consumer reaction to the product is gauged and
adjustments are made to ensure both the product and brand is competitive in the market.
Most individuals work their way up to these positions from Officer and Executive levels.
The Brand/Product Manager's work includes:
- Product development
- Product distribution
- Pricing
- Promotion of materials which incorporates the briefing of advertising agencies to
develop TV/print items and some event management.
SCOPE:
Brand and Product Managers can be found working in companies and allied industry
organisations promoting product and industry image.
COURSES AND TRAINING:
Most Product/Brand Managers have a background in Marketing. During these studies, the
individual gets exposure to public relations, research, product development, consumer
behaviour, analysis, statistics, strategic marketing and direct marketing. Many
universities offer Marketing Degrees. There are also a number of TAFE Institutes
that offer Dilpoma courses in Marketing. On obtaining their degree, most graduates
start out as an Officer, then an Executive in the product area, before moving up to
Product Manager. The majority of Brand Managers also commence their careers in this
way but generally have more years experience than Product Managers. This is due to
the fact that they have ultimate responsibility for a whole brand rather than one
single product.
CONTACT:
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