Brand Management Role Description

In this type of structure, every brand name or product owned by the firm is managed separately
as a unique business, with each product or brand name competing individually against
competitors. Such brand independence allows firms to aggressively advertise individual
productssometimes competing with other products owned and produced by the firm.

With the exception of the top levels of corporate managers, employees forming the brand team
are the only workers in the firm who are involved in every part of the firms business related to
the brand in question. Brand managers are responsible for planning, developing, and directing
the marketing mix associated with the given product or brand name. They do general work,
coordinating the efforts and responsibilities with workers who carry out specific functions
related to production, sales, advertising, promotion, R&D, marketing research, purchasing,
distribution, package development, and finance.

Employees working in brand/product management positions will be given various

responsibilities from the get go allowing them to speed up the learning process and make
contributions from the beginning to the brand or product assignment they are given.

Source: http://www.careeroverview.com/brand-management-careers.htm