GM names brand managers

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General Motors Corp. named its first 29 brand managers, each taking over responsibility beginning early in 1996 for building the image, developing advertising and establishing prices for one or more models. The brand managers named Thursday are all from within GM ranks, but Ronald Zarrella, VP and group exec for North American sales, service and marketing, said another six will be chosen from outside the auto industry.

The brand management system is similar to the way package-goods companies organize their businesses. At GM, brand managers will work with 13 vehicle line executives - top engineers responsible for developing new products - who were also named Thursday.

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