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Home→The Westburn Dictionary of Marketing→B→brand management

brand management

Definition:
An organizational structure in which a designated manager is made responsible for the MARKETING of a BRAND. Believed to have been adopted first by Proctor & Gamble, the main weakness of the system is that the BRAND MANAGER usually has no line of authority over the management of production, selling, promotion or distribution, and so has to depend upon his negotiating ability to develop and implement his brand MARKETING PLAN. It is contended that this experience is excellent training for future general management.

Cross-References:
[brand] [marketing plan] [brand manager] [marketing]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].