Question: Explain the benefits of category and brand management. Category management is beneficial to a business because it gives direct responsibility for creating profitable product lines to category managers and their product group. Consumers respond to branding by making repeat purchases of favored goods and services. Therefore, managing brands and categories of brands or product lines well can result in a direct response from consumers, increasing profits and revenues for companies and creating consumer satisfaction. Brand and category managers can also enhance relationships with business customers such as retailers.