The overall role of brand management is to create consumer demand.

They are re sponsible for formulating the brand s long-term strategy and developing and execut ing marketing plans. They define the brand s pricing, packaging, trade merchandis ing, advertising and promotion strategies and allocate the budget accordingly. They execute marketing initiatives in support of long term strategies through le adership of the business unit team. They are accountable for delivering the bran d s profit, volume and market share objectives. This position assists the busines s unit team on assigned brands or will manage smaller brands in all aspects of t he P&L.