StudyCorgi Business & Economics

Brand and Product Manager: Job Analysis

My job of interest is a brand/product manager. This area lies in the field of marketing. This paper shall first describe the brand/product management and the role of a product/brand manager, before designing the program.

We will write a
custom essay
specifically for you

for only $16.05 $11/page
308 certified writers online
Learn More

Brand/product management is the hub of marketing. The brand/product manager is the focus of a collection of activities, including market research, purchase, pricing, advertising, sales promotions, sales, distribution, strategy and R&D (Glynn, 2009; Murphy, 1987). Therefore, he/she needs general knowledge on every feature of marketing. The brand/product manager’s role differs from corporation to corporation, depending on the size of the corporation and profit significance of the entity brand. Brand Managers can be found in corporations such as P&G and HUL, where the corporation brand is in the backdrop.

The term Product manager is preferred over Brand Manager in some companies (Glynn, 2009). Brand/product managers are liable for the failures and achievements of a product and are remunerated well for this task. Product management specialists are usually at the whirlpool of corporation life, since their actions can influence the triumph of a business directly.

Branding and strategic brand management are apt to turn into the lone source of sustainable competitive advantage in prospect (Elliott, 2007). This is possible since technology and capital and can be reproduced with relative simplicity in the current globalized world of production. Brand structure continues to be the most taxing frontier of promotion. For every 20 launches, 17 of them are likely to fail. Introducing and growing a prevailing brand is the vision and crucial challenge of each marketing specialist, as well as, every advertising manager (Mathur, 2007).

Needs Assessment

The amount of experience required for a brand manager is typically three to five years as an assistant product manager or a marketing assistant (Keller, 2008). The most used path, to the initial position, in a brand group, is through a communications/advertising or sales environment. Nearly all product/ brand manager positions will, in addition, need a post graduate degree (MBA).

My Current Skills and Ability

Currently, I have adequate experience in the marketing field since I previously worked in the sales department. I also have strong communications skills, which I believe will be crucial for this position. However, I do not have a post graduate degree in business.

Task Analyze

Building band equity and running product markets entails managing brands in the environment of other brands, in addition to, administering brands over several categories and across numerous market subdivisions (Aaker, 1996; Sengupta, 2009). So as, to be well acquainted with product/ brand management, we shall design a program that will equip us in this area. First, we will give a structure within which a learner can be able to recognize and appreciate variables that force the triumph of brands and product lines, as well as, the interactions amid these variables. We shall examine structures from industries, proprietary sources and scholars. Subsequently, we shall present handy techniques to build and execute brand strategies. Lastly, we shall relate the PBM tools and notions to the realities of companies.

Get your
100% original paper
on any topic

done in as little as
3 hours
Learn More

Objective

The chief purpose of the Product and Management program is to provide the basic knowledge on how to construct, measure, evaluate and manage product and brand groups for a corporation.

Training to Increase Employability

In this section, we shall focus on the basic concepts and activities that we need, in order to serve as product managers. Just like constructing brands is an extremely interactive practice, amongst a multiplicity of teams, so is the education process for this program on PBM. So as, to be fully equipped in the field, we shall use four processes for this program, including class exercise related to PBM issues, seminars by staffs (backed by required readings) the brand audit project and case analysis.

These four modes of learning make an incorporated course. The seminar will center on key concepts, techniques and common practices in schools and industries. The case analysis and class activities, which are mainly founded on Indian case lets, and brand audit task are all connected with the content of readings and seminars. Perceptive from a single mode has an impact on the rest. Attentiveness on all the four fronts shall outcome in a profound appreciation of the topic and a rich viewpoint.

Power points for every seminar will be accessible via e mails or from the classroom computer. The power points will be from numerous sources. Nevertheless, the content will be drawn mainly from the book by Keller. Learners will be expected to take notes in all classes, as the slides will have concise material. Seminars will take about an hour, from the first to the fifteenth session. The analysis for all sessions is provided in the lesson plan.

In this program, we shall make utilization of case lets and cases extensively. This is the critical approach for learning to relate the frameworks and models enclosed in readings and seminars. Every learner will be expected to be ready for case discussions and presentations.

The brand audit project is, as well, a vital element of the course. The purpose of this project is to provide us with first hand experience in brand management. In the course of this project, we will evaluate the roots of brand equity for their selected brand and propose methods to leverage and advance and that brand equity. We will be expected to do this in consultation with the instructor.

This task is extremely vital, since we will be able to relate theoretical learning to the actual context. In fact, this forms the most resourceful element of the learning course. We will be expected to read the text by Keller so as to obtain procedures for the task. We will, also, employ the Rolex Brand Audit as the standard (Lehmann, 2002).

We will write a custom
essays
specifically
for you!
Get your first paper with
15% OFF
Learn More

Every learner must note that several features might vary, depending on the brand selected. We will be required to select a brand, which has sufficient secondary information. We will be expected to use a suitable sample of 15 interviewees, with a feedback form that includes qualitative research constituents, in order to determine imagery and relations. A consumer product will fit the project well. The analysis may be restricted to a single renowned brand.

Before beginning the project, we will be required to record the brand selected by the group with the instructor. We will be expected to plan a primary outline of the Brand Audit, depending on the background knowledge of group members. Field with information gap must be noted, in this case. We will, subsequently, be required to search for relevant secondary sources in order to close the existing gaps in the text.

The instructor will avail himself for consultation about the guidelines and any other relevant issue. After consultation, we will be expected to perform the brand tentative research. Later, we will be required to do a SWOT analysis, since proposals on brand strategy and plan are derived from SWOT analysis.

The evaluation of this course shall consist of quizzes, class involvement the Brand Audit project and the concluding exam, which will involve analysis of cases. Every learner will be expected to present the provisional report of the brand audit project before the 11th session. The refined paper will be collected after the terminal examination.

Lesson Plan

1 Introduction to PBM
Defining a brand, the making of strong brands, the process of PBM, Practicing PBM In industries, a briefing on the brand audit project.
Lehmann and Winer ch.1 Keller Ch. 1 page 148-159[Brand Audit]
What is Branding: By John Murphy.
2 Fundamentals of PBM
Describing competitive asset, analysis of competitor, analysis of category attractiveness, analysis of customer, PBM practices
Lehmann and Winer ch. 3, 4, 5, and 6. Appendix 6A and 6B.
3 Channel and Pricing Strategies.
Pull and Push strategies, individualizing marketing, channel strategy, pricing strategy, PBM case: Intel
Lehmann and Winer ch. 10 and 13
Case: Intel Building a Technology Brand.
4 Development of Product Strategy.
Components of product strategy, positioning strategy, product strategy over the life cycle.
Lehmann and Winer ch. 8
5 Consumer Based Brand Equity [CBBE].
Defining brand equity
Benefits of strong brands, brand mantra, Aaker’s model of BE, CBBE: Keller’s model, components of brand identity.
Keller Ch. 2
What is Brand Equity by David Aaker?
6 Development of New Products.
Forecasting, line extension, product assessment, new product ideation and brand extensions.
Lehmann and Winer ch.10 &13
Case: Intel Building a Technology Brand.
7 Measurement Structure of Brand Equity.
Studies of brand tracking, brand value chain, tools fro brand management, PBM exercise
Keller Ch.8
Case: Coke’s New Vending Machine.
Research tools for brand audit project.
8 Leveraging Secondary Brand Associations.
Co-branding, celebrity, licensing, events, distribution, place of origin
Keller Ch.7
Case: Unilever in Brazil.
9 Brand Valuation.
Techniques of brand valuation, inter-brand technique, Aaker’s brand equity 10, activities in valuation
Keller Ch.10
10 Measuring Sources of Brand Equity
Methods of research, equity engine from RI.
Keller Ch. 9
11 Managing Brands.
Brand reinforcement, modifications to the brand portfolio, revitalizing brands, case: Starbucks
Keller Ch. 12
Case: Starbucks.
12 Panning and Executing Brand Strategies.
Hierarchy of brands, architecture of brands, planning brand strategy, corporate branding
Keller Ch. 11
Case: Mountain Dew.
13 The Digital Brand.
14 The Corporate Brand.
15 Future Perspective on PBM

The instructor, in this program, will be a facilitator. He/ she will be there to offer directions and guidance where required. Most activities in the program will require active participation of learners. So as, to thrive in this course, one has to be dynamic as a listener and a partaker in presentations and discussions. Every learner will be expected to conform to the program, as indicated in the lesson plan. Those who encounter difficulties in the process of the program will be expected to contact the instructor promptly. Learners will be allowed to e-mail any academic matter to the instructor of the program.

In conclusion, the brand/product manager is the focus of a collection of activities, including market research, purchase, pricing, advertising, sales promotions, sales, distribution, strategy and R&D. Therefore, he/she needs general knowledge on every feature of marketing. The brand/product manager’s role differs from corporation to corporation, depending on the size of the corporation and profit significance of the entity brand.

Product management specialists are usually at the whirlpool of corporation life, since their actions can influence the triumph of a business directly. The amount of experience required for a brand manager is typically three to five years as an assistant product manager or a marketing assistant. The most used path, to the initial position, in a brand group, is through a communications/advertising or sales environment.

Building band equity and running product markets entails managing brands in the environment of other brands, in addition to, administering brands over several categories and across numerous market subdivisions. So as, to be well acquainted with product/ brand management, we designed a program that could equip us in this area. The chief purpose of the Product and Management program is to provide the basic knowledge on how to construct, measure, evaluate and manage product and brand groups for a corporation.

Need a
100% original paper
written from scratch

by professional
specifically for you?
308 certified writers online
Learn More

We focused on the basic concepts and activities that we needed, in order to serve as product managers, including class exercise related to PBM issues, seminars by staffs (backed by required readings) the brand audit project and case analysis. The seminar centers on key concepts, techniques and common practices in schools and industries. The case analysis and class activities, which were mainly founded on Indian case lets, and brand audit task are all connected with the content of readings and seminars.

The brand audit project is, as well, a vital element of the course. The purpose of this project is to provide us with first hand experience in brand management. In the course of this project, we will evaluate the roots of brand equity for their selected brand and propose methods to leverage and advance and that brand equity. The instructor, in this program, will be a facilitator. He/ she will be there to offer directions and guidance where required. Most activities in the program will require active participation of learners.

References

Aaker, D. (1996) Building strong brands. Michigan, Free Press.

Elliott, R. (2007) Strategic brand management. Oxford New York, Oxford.

Glynn, M. (2009) Business-to-business brand management: theory, research and executive case study exercises. Bingley, JAI Press.

Keller, L. (2008) Strategic brand management, 3/E. London, Pearson Education.

Lehmann, D. (2002) Analysis for marketing planning. Boston, Mass, McGraw-Hill Irwin.

Mathur, U. (2007) Product and brand management. New Delhi, Excel Books.

Murphy, J. (1987) Branding: a key marketing tool. London, McGraw-Hill University Press.

Sengupta, P. (2009) Product and brand management. Delhi, Pacific Publication.

Print Сite this

Cite this paper

Select style

Reference

StudyCorgi. (2021, February 16). Brand and Product Manager: Job Analysis. Retrieved from https://studycorgi.com/brand-and-product-manager-job-analysis/

Work Cited

"Brand and Product Manager: Job Analysis." StudyCorgi, 16 Feb. 2021, studycorgi.com/brand-and-product-manager-job-analysis/.

1. StudyCorgi. "Brand and Product Manager: Job Analysis." February 16, 2021. https://studycorgi.com/brand-and-product-manager-job-analysis/.


Bibliography


StudyCorgi. "Brand and Product Manager: Job Analysis." February 16, 2021. https://studycorgi.com/brand-and-product-manager-job-analysis/.

References

StudyCorgi. 2021. "Brand and Product Manager: Job Analysis." February 16, 2021. https://studycorgi.com/brand-and-product-manager-job-analysis/.

References

StudyCorgi. (2021) 'Brand and Product Manager: Job Analysis'. 16 February.

Copy to clipboard

This paper was written and submitted to our database by a student to assist your with your own studies. You are free to use it to write your own assignment, however you must reference it properly.

If you are the original creator of this paper and no longer wish to have it published on StudyCorgi, request the removal.

Psst... Stuck with your
assignment? 😱
Susan
Online
Psst... Stuck with your assignment? 😱
Do you need an essay to be done?
Yes
What type of assignment 📝 do you need?
Yes
How many pages (words) do you need? Let's see if we can help you!
Yes