When the business has reached such dimension and complexity to be very hard for the owner/general manager to manage in first person the entire product offering.

Typically over € 50 million revenues companies create an internal structure to manage the different products but the need for Brand Management actually arises much earlier, and it grows when the product offering is enlarged and targets new market segments.

The main benefit the Brand Management function will bring to your organization are:

1. Moves the focus of the company towards the target customer, connecting the company to the market, developing a collection that responds to the needs of the target customers.
2. Maximizes profits (net margin): makes sure that everything the company does to develop and sell these products makes sense from a profitability stand point, allowing growth while minimizing the company’s energies and resources. The Brand Manager manages a group of products as the entrepreneur would.
3. Serves as the point of contact between all the company’s functions with regards to a specific set of products.

“The overall responsibility is to integrate the various segments of a business into a strategically focused whole, maximizing the value of a product by coordinating the production of an offering with an understanding of market needs.” (Gorchels, 1996).