The Brand Manager

Consumer-goods companies which seek to use the marketing planning and control systems described in this book generally make use of the management system called ‘brand management’ to ensure that such activities are efficiently carried out. While the title of brand manager — also referred to as a product manager — may not conjure up any precise idea of its activities and responsibilities, the role is so central to the systems about to be described that it is essential to remove any uncertainties which may surround the concept, showing clearly what it is, and how it may be incorporated into the marketing function of the business organisation.