CAREERS IN BRAND MANAGEMENT WHAT IS BRAND MANAGEMENT? FAST FACTS ABOUT BRAND MANAGEMENT referred to as Brand management (sometimes product management) is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. It strives to create success and profits through the management of product image, strategy, and reputation An education in brand or product management can be applied to a wide range of careers, including the direct management of products for marketing firms, advertising and promotions firms, consulting, and strategic planning. A selection of job titles in brand management and related occupations include brand manager, product manager advertising account executive, marketing manager, VP of marketing, director of strategic planning, director of development, director of digital marketing, and director of global marketing. 1 Positions in brand or product management are often among the most well-paid jobs in marketing Brand managers often ascend to higher positions within their firms, including VP of Marketing and CEO Brand managers usually oversee many functional areas and employees below them, including media planning, advertising, creative development, and strategic planning Most undergraduates with marketing degrees focused on brand/product management can expect to start entry level positions such assistint brand managers or er su ort roles The value of biand ma agers has increased in importance as companies increasingly realize the significance of brand reputation to their ultimate success The latest trend in brand management jobs is the use of social media, increase in other online activities, and data analytics. As such, there is a significant demand in these positions. You are all familiar with a brand's promise. It's an image carefully cultivated by the brand managers, and it helps customers understand: What the brand or company is Why it is potentially relevant to the customers How it is different or similar to ot ar products made by the company How it is different or similar to competitors' products What is unique about the brand and what they can expect in terms of its quality and its ability to satisfy customers' needs . CSUF is located in an area dominated by firms with strong and well-regarded bran such as Walt Disney, Avery DET Yum! Brands, Del Taco, numerous major sports franchises and ent tinent companies, and many hotels, restaurants, and other smaller brands. Many of these companies have direct relationships with CSUF and the Marketing Department, and its faculty. They frequently provide scholarships, internships and jobs to Marketing majors. As such, study of brand management at CSUF is a rewarding opportunity. REQUIRED COURSES M351: Principles of Marketing M353: Marketing Information Technology M370: Buyer Behavior M379: Marketing Research M489: Developing Marketing Strategies BRAND MANAGEMENT SUGGESTED ELECTIVES (TWO NEEDED) More Info 5 CONTACT INFORMATION . M405: Advertising and Promotions Strategy M443: Marketing Analytics Decision-Making in the Information Age M445: International Marketing M450: Visual Marketing M455: Strategic Internet ting M465: Managing Services Marketing M485: Multicultural Marketing Department of Marketing 800 N. State College Blvd. SGM, 5214 Fuller CA 92834 ://busin fullerton.eu 64 The Ultimate Driving Machine" rke I 657-278_2223 P&G For more details on these courses, visit http://business.fullerton.edu/marketi ng Professor Chiranjeev Kohli 657-278-3796 ckohli@fullerton.edu Budweiser Coca-Cola MIHAYLO COLLEGE OF BUSINESS AND ECONOMICS Rev 09/14
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