Role of a Brand Manager

Brand Manager

Identity is important for any product in today’s competitive marketplace. Brand Managers (BM) are the people who creates a lasting impression among consumers and improves product sales and market share. A brand manager monitors market trends and oversees advertising and marketing activities to ensure the right message is delivered for their product or service. They work closely with many teams, including product developers, researchers, marketing personnel and creative agencies to make sure their company brand values and image are followed.

Brand managers are often responsible for overseeing the entire creative process for a single product, or group of products and services. They may work in house (within an organisation’s marketing department), or for a brand, advertising or marketing consultancy, supporting different clients during projects.

In either case, typical tasks are likely to include:

• Researching consumer markets, monitoring market trends and identifying potential areas in which to invest, based upon consumer needs and spending habits

• Looking at the pricing of products and analysing the potential profitability

• Generating names for new and existing products and services, coming up with ideas for new packaging designs, including shape, size, colours, fonts and imagery

• Overseeing the production of TV adverts, newspaper and magazine advertisements, direct mail packs, email campaigns, websites, exhibition stands, road shows and liaising with art designers, copywriters, media buyers and printers

• Checking marketing copy

• Supervising the sign off of marketing literature and campaigns, liaising with legal and compliance personnel, ensuring the designs and messages meet the company brand and regulatory guidelines

• Monitoring product distribution and consumer reactions through focus groups and market research

• Co-ordinating the launch programme to external customers as well as employees.

Placing so much responsibility with a brand manager is a huge thing. What skills should a marketer in such a role possess? They should ideally have these relevant competencies:

• Have an instinctive feeling about future product concepts

• Have good analytical skills

• Be a good listener, able to respond to results and consumer research

• Be an excellent communicator, both verbally and in writing

• Be enthusiastic about their product area.

Brand management is vital for the success of any organisation. It plays into every aspect of a brand’s products, communications and marketing. The brand manager is the gatekeeper of the brand’s reputation, the brand’s voice to customers and the media, and the architect of a brand’s image. The company must make sure that their brand manager, and anyone who strongly influences their corporate brand, embodies the above characteristics.


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