Most companies operate with a three or four tiered brand group structure. As a team, the brand management group manages and coordinates all aspects of the product. Responsibilities include production, packaging, distribution, advertising, promotion, new product development and testing, financial forecasting, accounting and legal issues. At the entry level of brand assistant, responsibilities consist of market analysis, competitive tracking, sales and market share analysis, monitoring of promotion programs, etc. The assistant makes valuable contributions from the very beginning although this level is a learning phase.
Responsibilities increase as the brand group member advances through the system.
Unlimited responsibility for the brand's performance, however, rests with the brand manager. Successful individuals in this area possess sound business judgment, strong leadership, organizational and analytical skills. They must also exhibit high levels of diplomacy, perseverance and drive.