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 t op 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 cl asses and seminars. While these positions have historically gone to MBAs, there are a few companies that do also recruit undergraduates.