Under this system of organization, each brand or product within a company is operated as a separate business, with each standing on its own merits among its competition. Except for top corporate management, members of the brand group are the only ones in a company who deal with all aspects of the company's business.
Brand managers plan, develop, and direct the marketing efforts for a particular brand or product.
Virtually all consumer goods companies use this system of organization. In consumer goods companies, in particular, brand management is considered the best training ground for top corporate officers. A typical entry level position in a consumer products company is brand assistant. Ordinarily an individual is hired in at this level and participates in a training program that entails sales training in the field from one to four months and in-house classes and seminars. While these positions have historically gone to MBAs, there are a few companies that do also recruit undergraduates.