SGMH 1409 • mihaylocareers@fullerton.edu • (657) 278-8738 • business.fullerton.edu/careerservices
In much the same way that the public image of a celebrity is crafted by a meticulous public relations manager, a brand image is created and maintained by a brand manager.
Brand managers are involved in every aspect of the development and promotion of a product or service. The primary objective of a brand manager is to ensure the sales of goods and services. This process can include everything from coordinating the activities of sales and promotions to overseeing research and development to advising on the proper courses of action for purchasing, distribution, and even package development. Brand managers are also involved in creating strategy, targeting an audience, and managing tactical activities surrounding their product or company. Brand managers are a huge part of what "makes or breaks" a product or service.
For current list of career path advisors please visit: business.fullerton.edu/
Undergraduate/ careerservices/
The basic analogy for brand management is that brands are treated like businesses within the company, and brand managers are essentially small business owners. The job involves:
• Monitoring the competitive landscape of the category in which your brand resides.
• Developing strategies to exploit market opportunities.
• Executing those strategies with the help of a cross-functional team.
• Delivering the sales volume, market share, and profit projections for the business.
Sources: http://www.wetfeet.com/careers-industries/careers/brand-management
& http://www.businessdegreeonline.com/specialty/brand-management/
Entry-Level
� Marketing Research Analyst
� Marketing Assistant
� Social Media Coordinator
� Account Executive
Mid-Level
� Assistant Brand Manager
� Marketing Specialist
� Marketing Communications
Manager
�
�
�
Strategic Marketing Knowledge
Excellent Communication and Presentation Skills
Analytical and Critical Thinking Skills
Pinnacle
� Director of Brand Strategy
� Brand Manager
� Director of Marketing
� Vice President of Marketing
�
�
�
Ability to Synthesize Quantitative and Qualitative Data
Good Teamwork Skills
Creativity
� Association of Product Management and Product Marketing
� American Marketing Association
� Promotion Marketing Association
� MBA is recommended for those who want to advance in Brand Management

SGMH 1409 • mihaylocareers@fullerton.edu • (657) 278-8738 • business.fullerton.edu/careerservices
NACE 2012 average starting salary: $62,000 (Marketing & Sales Manager)
BLS 2011 average salary: $116,010 (Marketing Manager), $87,650 (Advertising & Promotions Manager)
*Note: Salaries are highly dependent on location, company type, and candidate experience/education. For the purposes of this guide, we are providing average starting salaries as determined by the National Association of Colleges and Employers (NACE), overall average salaries as determined by the U.S. Bureau of Labor Statistics (BLS), as well as supplemental information found from various industry-specific sources.
� wetfeet.com/articles/career-overview-brand-management
� Vault Career Guide for Marketing and Brand Management
� Careeroverview.com/brand-management-careers.html
� careers-in-marketing.com/pm.htm
� Branchannel.com
� AMA Marketing Career Network Job Board
� Direct Marketing Association Career Center
� hbx.businessweek.com/social-media-branding/jobs/
� marketingjobs.com/jobs/marketing/brand-marketing-jobs.php
About this guide: This resource guide is intended to provide an introduction to the industry and relay a sampling of the resources available to candidates. It is by no means comprehensive, nor intended to replace individual research based on specific job targets and/or recommendations from an advisor.