What is involved in the profession of 'global brand management'?

Brand Management is the process of developing (or updating/modifying) the strategy and individual tactics necessary to communicate a "brand" to a given market. A brand is, by nature, an intangible thing...a relationship that you, the individual being marketed to, has with the product (or company, service, etc.). So when a brand is "managed," that simply means decisions are being made on how to uphold an image, consistently deliver what the product/service/employer's story or "brand promise" is, etc.

All this said, in the case of Global Brand Management, it simply means handling the above on a global scale. For well-known, high-equity brands (e.g., Coca-Cola), a Global Brand Manager has her hands full in orchestrating the communication of what it feels like, tastes like, looks like, etc to drink Coke.

Managing a brand typically includes overseeing the communication at all possible touchpoints...tv ads, radio spots, print, web, bus stop billboards, viral marketing...you name it, it needs to be managed (watched over and planned for).

Hope that helps!

Jared, Employer Brand Consultant