1 IMPORTANCE OF BRAND MANAGEMENT.

1 IMPORTANCE OF BRAND MANAGEMENT.

BRAND MANAGEMENT IN THE MARKETING

ORIGINS OF THE BRAND MANAGEMENT

Brand Management has its origins from 1927, in Procter & Gamble but it was not known by that name but with the Management Coordination, and one product of a small family of products focused. Its function then included the direction of market research, planning, production and sales package design. (Marketing Laura Fisher).

Interesting indications suggest that the administration of products originated about 40 years ago. Initially you have to give credit to Procter & Gamble, which in 1928 had a brand manager for Lava soap, and later sponsored the administration of products and brands for some time. (Brand Management, George S. Dominguez).

The first product management at Procter & Gamble appeared in 1929. A new soap company, Camay, was not successful and was assigned to a young executive to implement full attention to its development and promotion. The company was successful and soon add other product managers. (Marketing Kotler- Armstrong)

BACKGROUND OF BRAND MANAGEMENT.

Between the 50's and 70's there was a great economic growth, brand management largely flourished in the early 80's the companies had a slow growth which in some brand management was abolished and others modified.

In 1990 Procter & Gamble created the brand management category in which each category oversees a number of brand managers.

Brand management companies established in detergents, cosmetics, food and eventually made his way through bodies of consumer goods to reach industrial organizations.

With the diversification of Marketing there was little agreement as to the name of that management, as this depended on the structure of each company, its complexity and size.

The name "brand management" was taken because the rattle is a capital asset of the company, whose commercial exploitation is done through one or several products under its name.

Controversy exists as to the position of Brand Manager, is not to be typecast in one line but specialize globally.

HEXAGRAM BRAND MANAGEMENT.

Product. The Brand Manager, and have full authority over the product. It deals primarily with the product itself, because it is essential for its administrative functions.

Market. It is the specific entity in which the product is sold. Therefore, it is clear that the brand manager will need to know your market thoroughly and be responsible for that knowledge, examine the actual information: population and density, geography, demography, social and psychological, legal restrictions and trade, etc.

Utilities. The brand manager seeks to improve earnings when and where this can be done while constantly monitors the following situation is corrected.

Coordination. As coordinator, the brand manager acts as the central focus of product information. In that case, you will be acting as a communicator and an interpreter.

Forecasts. They are covering the market as a whole and in its different sections, and include the company's position in the market forecast. Since in many cases there are no existing systems to accurately

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