Market & Brand Management

MARKET&BRAND MANAGEMENT Vault Career Guide to Marketing & Brand Management

Looking for a new challenge? The Vault Job Board has thousands

of top marketing jobs for all experience levels. Visit www.vault.com. xi

INTRODUCTION 1

Functional Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

BUILDING YOUR MARKETING FOUNDATION 11

The Marketing Mindset . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

Three Crucial Marketing Frameworks . . . . . . . . . . . . . . . . . . . . . . . . . .15

What is a Brand? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20

Top 12 Ways to Revitalize a Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . .21

The Basics of Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23

Evaluating an Ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25

The Medium is the Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27

ON THE JOB 29

Key Responsibilities and Duties . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29

A Day in the Life of an Assistant Brand Manager . . . . . . . . . . . . . . . . .32

The Functions of the Brand Manager . . . . . . . . . . . . . . . . . . . . . . . . . .36

The Traditional Brand Management Career Path . . . . . . . . . . . . . . . . . .37

Lifestyle . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38

GETTING HIRED 43

Qualifications . . . . . . . . . . . . . . . . . . . . . . .