ABSTRACT
Company structures Companies organize themselves in somewhat different ways in order to ensure the appropriate management of their brand portfolios. Most companies are structured on functional bases, with separate departments responsible for production, research and development, sales, finance and brand management. Larger companies may have specific departments which control the various dimensions of
marketing communications. These might include separate divisions for advertising, public relations, sales promotion, media and research. Again, some organizations bring these departments together under the function of the corporate communications manager.
