Map of great lakes for And brand equity is a function of the degree to which brands succeed in occupying niches in product categories afforded by specific combinations of properties of products and how these are evaluated by consumers. Product management. Companies producing several products usually organize their business around these products, by employing product managers to be responsible for all decisions concerning one product or brand. In companies with a very wide product mix, management at the level of product categories (category management) has recently gained ground. In addition to branding, product management must decide on: 674 product The variety of a baker’s daily selection is an example of product differentiation: same flour, but many breads. 1. the appropriate complexity of the total product, particularly the mix between tangible and intangible components 2. Map of great lakes 2016.