Brand management (sometimes referred to as product management) is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. It strives to create success and profits through the management of product image, strategy, and reputation.
You are all familiar with a brand’s promise. It’s an image carefully cultivated by the brand managers, and it helps customers understand:
An education in brand or product management can be applied to a wide range of careers, including the direct management of products for marketing firms, advertising and promotions firms, consulting, and strategic planning. A selection of job titles in brand management and related occupations include brand manager, product manager advertising account executive, marketing manager, VP of marketing, director of strategic planning, director of development, director of digital marketing, and director of global marketing.
CSUF is located in an area dominated by firms with strong and well-regarded brands, such as Walt Disney, Avery Dennison, Yum! Brands, Del Taco, numerous major sports franchises and entertainment companies, and many hotels, restaurants, and other smaller brands. Many of these companies have direct relationships with CSUF and the Marketing Department, and its faculty. They frequently provide scholarships, internships and jobs to Marketing majors. As such, study of brand management at CSUF is a rewarding opportunity.
To fulfill the requirements for your marketing concentration, you may utilize up to two 400 level marketing courses or any 500 level marketing courses. The 500 level marketing courses offered vary by semester. Recent offerings include: Non-Profit Marketing, Strategic Marketing Intelligence, Product and Brand Management, and Business Marketing and Customer Relationship Management. Please check for current 500 level marketing courses.
Professor Matt Lancellottin