Explores how brand managers in tech, consumer packaged goods, and service organizations shape the trajectories of global brands and products. Examines the multifaceted responsibilities of a brand manager including understanding market trends and the competitive landscape, developing the brand story, conducting and analyzing consumer research to identify and test brand growth opportunities, bringing new products and services to market, creating and maintaining a brand budget, establishing and implementing a multichannel brand communication strategy, measuring brand performance, and executing marketing and advertising campaigns.