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Market&Brand Management

MARKET&BRAND MANAGEMENT Vault Career Guide to Marketing & Brand Management
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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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43
Is Marketing Right for You? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .44
How to Create a Winning Resume . . . . . . . . . . . . . . . . . . . . . . . . . . . .46
Cover Letters that Kick Butt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47
Networking and the Headhunting Game . . . . . . . . . . . . ....