Brand management is the practice of inventing, developing and nurturing a company's most important asset – its brand. The intangible value of a branded product or service differentiates it from competitors and creates strong bonds with consumers and customers.

It's no wonder that a person skilled in the successful practice of brand management makes an excellent general management candidate. They know how to run a business from the bottom up. See a list of top CEOs who got their start in brand management.

What is Product Management?
In some industries, usually technology industries, the activity of brand management is called product management. The underlying skills are the same – know your customer’s needs, help the organization develop and market products and/or services to meet those needs, while generating a superior return for shareholders.