Brand Manager as Main Character of Organizations in Colombia

Abstract

From a reflective point of view, this article aims to identify the relevant results in brand management as an alternative for professionals who see this activity not only as a work option, but also as part of their life project. Brand managers must have a high strategic profile, know how to promote teamwork, be efficient in his/her communication processes and clearly understand the dynamics of the markets, so that he/she can understand, analyze and execute strategies that will, at the same time, provide creative and innovative solutions that benefit organizations. This reflection begins with a review of the state of art of brand management and continues with an analysis of the occupational situation of the discipline, and then relates the needs of organizations that require a competent brand manager as part of their human capital.