Role of product manager Product managers shouldnt micro-manage.

Youre not there to stand over peoples shoulders, watching what they do and giving them specific instructions to the Nth degree on how they should do their job. I also dont think product managers should be solely in charge of designing products. Thats a team effort. Even with a broader perspective on the business and more input from the outside world, I dont have a monopoly on the truth when it comes to the product and how it should look or work. I may be the one that makes the final decision and I am the one ultimately responsible (and I believe you need someone in that role) but I dont design product top-down. Decision making isnt solely in product managers hands either. While you own the product, you dont have to own every single decision about it. You own the bigger decisions on product direction for example, but thousands of decisions go into a product every single day. You own the responsibility for those decisions, but you trust your team to make them. What do you think? Thats one of the most common questions I like to ask. I want to know what others think, and I want to make sure others are involved in the product design and development process. Lean Startup as a methodology helps with this, because it provides a framework for how everyone communicates and evaluates progress. It also closes the gap between engineers and customers. Many startups are now founded by two technical people, and the best ones excel at speaking with customers, and serving as great product managers. I wrote about this to some degree in a post titled The Death of the Business Founder. Product managers should own prioritization of deliverables. But at the same time, product managers have to take into account what a development team is telling them. You cant force feed priorities without feedback. You may push a client deliverable in a crunch, but then you need to react when a developer tells you that youve accrued a lot of technical debt and it should be resolved. Product managers should get their hands dirty. You cant be a good product manager without the ability to roll up your sleeves and get dirty. That may mean coding but Id rather leave that to the experts, or to those that are dedicated to that task. More so, it means being able to paper prototype, wire framing, quick

hacking, etc. It means being good at testing. Even if you have a QA team in place, youre ultimately responsible for everything and if you cant dig into your own product and find the edge cases, ferret out the bugs, and identify problem areas, youre in trouble. Product managers are not puppeteers pulling strings from on high. Product managers are leaders. Leaders stand in front of their teams and shield them from the shit. They motivate (understanding how each person on the team responds to different types of motivation), and keep everyone as focused as possible. They reward when appropriate, and identify when there are issues that need resolving. Like a good CEO, product managers have to adapt and respond quickly; theyre not sitting back in a reactive mode, they have to be proactive and aware of whats going on at all times. Of course, there are crappy product managers. And I think a part of the discussion were seeing about this recently is a result of developers having bad experiences with managers. Like in any profession there are always crappy people. There are crappy designers. Crappy developers. Crappy teachers. Crappy doctors. But you cant judge a profession or the need for something by those who are bad at it. Judge by those who are great at it and encourage others to move in that direction.

MAJOR ROLES OF A BRAND MANAGER Analyze the market and its activity, including the growth factors of the total market and various market segments within it, and their performance relative to the competition Ensure that the brand platform is maintained and that the brand stays true to its values and positioning

Propose future brand strategy with particular regard to positioning, extensions and others Manage the marketing mix-price, promotion, packaging and others Measure the success of brand performance, assess expenditure against volume, profit and other variable.

Definition of 'Cult Brand'

A product o service that has an energetic and loyal customer base. A cult brand, unlike others, has customers who can be described as near-fanatical, true believers in the brand and may feel a sense of ownership or vested interest in the brand's popularity and success. Cult brands have achieved a unique connection with customers, and are able to create a consumer culture that people want to be a part of. Examples of modern cult brands include the Mini Cooper, Harley-Davidson, Vespa, Zappos and Apple.

Investopedia explains 'Cult Brand' A brand, by definition, is a distinguishing logo, mark, sentence, symbol or word that identifies a particular product. Companies use various strategies to improve brand recognition and build brand equity. Very recognizable brands include Nike, Coca-Cola and Microsof

Brand alliances)
Brand alliances is a branding strategy used in a business alliance. Brand alliances are divided into three types.

Cobrands [edit]
Cobrands are the usage of two or more brands on one certain product. For example, Dell computers carries three brands on their packages and cases: Dell, Microsoft Windows, and Intel. A visible example of cobranding is Yum! Brands combining two or more of their restaurants under one roof. In many places it is not unusual to see a Taco Bell and KFC or a Pizza Hut andWingStreet combined.

Brand licenses [edit]

Brand licenses are a contractual agreement where a company lets another organisation use its brand on other products in exchange for a licensing fee. An example of brand licensing is seen in the Walt Disney Company's relationship to Tokyo Disneyland. The theme park is owned by The Oriental Land Company, which licenses the theme from The Walt Disney Company.

Cross Marketing [edit]

Cross Marketing is an agreement for mutual promotion between two companies. One company for instance will include coupons for another company in its parcels to its clients if the other company will agree to include a promotion from the other company in its direct mails to its client base.

Definition of 'Cobranding'
A marketing partnership between at least two different brands of goods or `services. Cobranding encompasses several different types of branding partnerships, such as sponsorships. This strategy typically associates the brands of at least two companies with a specific good or service.

Investopedia explains 'Cobranding'

Cobranding is a useful strategy for many businesses seeking to increase their sales and cash flow. Many different types of businesses use this strategy, such as retailers, restaurants, car makers and electronics manufacturers. Studies indicate that cobranding is an effective method of increasing customer loyalty.

Destination branding: Used to develop unique identity and personality tat is diff from all competitive destinations. Is selecting consistent brand element mix to identify and distinguish a destination through positive image building. brand portfolio Definition The total collection of trademarks that a company applies to its products or services. Each make or brand within a business' brand portfolio might be registered under applicable trademark laws and can represent a valuable asset to a company that is often actively promoted to potential customers.

Definition of 'Brand Extension'

A common method of launching a new product by using an existing brand name on a new product in a different category. A company using brand extension hopes to leverage its existing customer base and brand loyalty to increase its profits with a new product offering. For brand extension to be successful, there usually must be some logical association between the original product and the new one. A weak or nonexistent association can result in brand dilution. Also, if a brand extension is unsuccessful, it can harm the parent brand.

Investopedia explains 'Brand Extension'

The following are all examples of brand extension: Starbucks coffee company creating Starbucks ice cream, to be sold not at Starbucks retail stores but in grocery stores. The ice cream flavors were based on the flavors of frappucinos Starbucks sold in its coffee shops. Quaker, a popular oatmeal producer, creating Quaker granola bars, also made with oatmeal. Celebrity homemaker Martha Stewart creating the Martha Stewart Home Collection of products such as bathroom accessories and bedding.

line extension
DefinitionSave to FavoritesSee Examples
Multiproduct branding strategy whereby a firm markets one or more new products under an already established and well known brand name. The objective is to serve different customer needs or market segments while taking advantage of the widespread name recognition of the original brand. For example, maker of a popular perfume may introduce shampoos, bath soaps, body powders, etc., under the perfume's name. Line extension is encouraged by some marketing experts and frowned upon by others. Also called brand extension.

Brand Management

branding
Definition
The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme.

Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers

brand identity
Definition Save to FavoritesSee Examples
The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.

brand image
Definition Save to FavoritesSee Examples
The impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. See also corporate image.

brand personality
Definition Save to FavoritesSee Examples
Human traits or characteristics associated with a specific brand name. Common characteristics or traits represented include uniqueness, sincerity, intellectualism, competence, excitement and sophistication. The brand personalities gives consumers something with which they can relate, effectively increasing brand awareness and popularity

brand loyalty
Definition Save to FavoritesSee Examples

The extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands.

brand equity
Definition
A brand's power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands.

mega marketing
Definition Save to FavoritesSee Examples
Management activity that involves (in addition to the typical marketing activities) other elements of a firm's external environment such as government, media, and pressure groups. The term was coined by the US marketing academic Philip Kotler who suggests that a market mix must have two more P's: public-relations, and power