What is brand management?

Brand managers determine brand strategy and shape brand identity by choosing ways to increase market share, which markets to target, and what advertising and communications strategies to use. Typically brand managers are responsible for a specific product (such as Dove deodorant), and senior brand managers may be responsible for a portfolio of products within a category.

In many major corporations such as Unilever and Procter & Gamble, the brand management function is responsible for major management decisions around pricing, product innovation, channel placement, brand strategy, and even profit and loss. Brand managers are often described as being "the hub at the center of the wheel," with the hubs representing areas such as R&D, sales, and finance. As the hub of the wheel, brand managers interact with a variety of job functions within the organization to direct and influence the direction of the brand.

Many MBA's are attracted to brand management because it is well-regarded as an effective training ground for the C-suite. Others are interested in the responsibility of influencing and managing a business without the risk of running their own business personally. Still others are interested in gaining corporate experience in marketing or general management.

How do I become an Alumni mentor?
We are always seeking more alumni mentors to connect with our first and second year students. Please contact the VP of Alumni relations to get started.
What is a PAR?

PAR stories are a well-known way of framing your interview answers and stories in a compelling way. Many marketing interviewers will expect your answers in this framework, so it's a good idea to begin practicing your best stories as soon as possible. Most of your PARs should be work-related, but the quality of your stories is equally important, so look to your extracurricular experiences for material as well.

For each skill, develop the following:

  • Problem - An experience explaining the problem or situation (explained in about 30 seconds)
  • Action - The action you took to solve the problem (explained in about 1–2 minutes)
  • Result (summarized in 30 seconds)
How many marketers are there each year?
40-60, though this varies slightly by class year.
Who do I contact if I have questions about the application process?
Admissions plus our contact
What kind of opportunities will I have to network with brand managers and recruiters?
There are a wide array of networking opportunities within the Marketing Association as well as at Johnson.  Each year recruiters from a variety of consumer packaged goods companies visit campus and we have numerous opportunities to interact with each of them. Procter and Gamble, Unilever, Mars, SC Johnson, and Colgate are just a few of the companies that come to visit campus and holding briefings and networking sessions. We also have an event called "Marketing Executive Coaching," in which high-level industry executives visit campus and we have the chance to have one-on-one coaching sessions to ask about industry trends and career advice.
I'm interested in a one-year MBA. Who should I contact?
You have opportunities to reach out to staff, students, and faculty at Johnson, who can share their own perspective about One-Year MBA. If you have questions specific to admission, you should reach out to someone in Admission staff. You can also reach out to one of our student Ambassadors and learn what it is like to be in One-Year MBA. And if you want to connect with any faculty and learn about their perspective on marketing at Johnson, you can find them here. For any unresolved query, you can contact us at Marketing Association and we will be happy to connect you with someone.
I just have general questions about Johnson. Can I contact you?

Yes! We are happy to candidly answer any questions you have about Johnson at Cornell. We love Johnson so we may wax rhapsodic every now and then, but we also promise to be honest about the highs and lows of an Ithaca winter.

I'm coming to Johnson in the fall. What should I do to prepare?
  • Get your resume in Johnson Format
  • Format work experiences into a PAR (Problem-Action-Result) format highlighting traits commonly sought for in a Marketing MBA. Aim to emphasize the end result and quantify as much as possible.
  • Create your 30-second elevator pitch used to introduce yourself and your interest in marketing.
  • tart tracking industry news and trends. Try: • SMARTBriefs|GoogleAlerts?• AdAge|AdWeek
  • Create your target list of companies. Familiarize yourself with the company, products, competitors, issues, etc. Consider starting with the company's 10-K or Annual Report (found in the Investor Relations section of the company website).
  • Start taking note of advertising or marketing campaigns, packaging, and innovations that you think are interesting and good examples of effective marketing decisions.
  • Watch TV.  I'm serious.  Pay attention to ads and take note of which ones you like and don't like and why.  There's no right or wrong here, but it's important to be able to develop and defend your opinion.
What companies recruit on campus?

The following companies recruited on-campus for marketing, product management, or general management positions in the 2012-2013 and 2013-2014 school years.

  • Moet Hennessy USA
  • L Brands
  • White Wave Foods
  • Samsung Telecommunications America
  • Hewlett Packard
  • Green Mountain Coffee Roasters
  • Hewlett Packard Company
  • IBM Corporation
  • Intel Corporation
  • SC Johnson & Son Inc
  • Johnson & Johnson
  • Mars Inc
  • Amazon
  • Unilever
  • AT&T
  • Corning Incorporated
  • Del Monte
  • Colgate-Palmolive Company
  • American Express
  • Citi
  • Procter & Gamble Company
  • Reckitt Benckiser
Where do Johnson Marketers get jobs?

2014 and 2014 MBA Offers

Below is a sample of the companies from which students have procured full-time or summer internship offers in roles directly related to marketing (for the classes of 2014 and 2015).

  • Amazon
  • American Express
  • Citi
  • Colgate Palmolive
  • Corning
  • Del Monte
  • eBay
  • Intel
  • Johnson & Johnson
  • Limited Brands
  • PepsiCo
  • Pfizer
  • Reckitt Benckiser
  • Starbucks
  • Unilever
  • Whitewave
  • Diageo
  • Digital Lumens
  • Procter & Gamble
  • General Mills
  • Autodesk
  • Bayer
  • Eli Lilly & Co
  • Fisher Price
  • Google
  • Kimberly-Clark
  • Kraft
  • Moet-Hennessey
  • Old Navy
  • Tory Burch
  • Walmart