Product or brand management organization

A type of organization structure of marketing function in a company. Companies producing a variety of products and brands establish a product or brand management organization, which serves as another layer of management in addition to the conventional functional management organization. In this type of organization structure a product manager supervises product category managers, who in turn supervise specific product and brand managers. A product management organization makes sense if the4 company’s products are quite different, or if the sheer number of products is beyond the ability of a functional marketing organization to handle.