WHO IS A BRAND MANAGER?
A Brand manager is in charge of implementing and maintaining a
brand strategy for companies. They uphold brand consistency
throughout numerous marketing campaigns and different department
communications. Brand managers work extensively with each
department of a company to uphold brand.
WHAT DOES A BRAND MANAGER DO?
As the ‘Brand Guardian’, brand managers maintain brand integrity across all company marketing initiatives and communications, and may manage a portfolio of products. The duties and responsibilities of a brand manager includes :
Brand strategy, including the setting of style guidelines, brand guidelines, brand vision, and value proposition for short as well as long term.
Planning and execution of all communications and media actions on all channels, including online and social media.
Assisting with product development, pricing and new product launches as well as developing new business opportunities.
Creating and managing promotional collateral to establish and maintain product branding.
Managing the budget for advertising and promotional items.
Competitor and customer insights analysis.
Analysis of sales forecasts and relevant financials and reporting on product sales.
WHAT IS THE WORKPLACE OF A BRAND MANAGER LIKE?
Most brand managers work in a business or corporation. The brand manager may be in charge of their own team of marketers and creative, communications and digital productions, or they may be part of a larger shared-services marketing department where resources and personnel are shared across brands.
Regardless of the environment, a career as a brand manager is potentially lucrative, stable and rewarding. Brand managers also enjoy substantial perks, including travel, corporate discounts and networking opportunities.
KNOWLEDGE AREAS THAT A BRAND MANAGER NEEDS TO BE ACQUIRED
Sales and Marketing - Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
English Language - Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Administration and Management - Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
Customer and Personal Service - Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
Communications and Media - Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
SKILLS AND ABILITIES
Active Learning - Understanding the implications of new information for both current and future problem-solving and decision-making.
Active Listening - Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
Oral Comprehension - The ability to listen to and understand information and ideas presented through spoken words and sentences.
Oral Expression - The ability to communicate information and ideas in speaking so others will understand.
Written Comprehension - The ability to read and understand information and ideas presented in writing.
Deductive Reasoning - The ability to apply general rules to specific problems to produce answers that make sense.
Written Expression - The ability to communicate information and ideas in writing so others will understand.
DETAILED WORK ACTIVITIES
The detailed work activities of a brand manager include develop plans or strategies, evaluate program effectiveness, direct sales, marketing or customer service activities, analyze data to inform operational decisions or activities, estimate cost or material requirements. The other detailed activities include:
Communicating with Supervisors, Peers, or Subordinates - Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
Establishing and Maintaining Interpersonal Relationships - Developing constructive and cooperative working relationships with others, and maintaining them over time.
Interacting with Computers - Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
Making Decisions and Solving Problems - Analyzing information and evaluating results to choose the best solution and solve problems.
Organizing, Planning, and Prioritizing Work - Developing specific goals and plans to prioritize, organize, and accomplish your work.
People interested in this work like activities that include leading, making decisions, and business.
Initiative - Job requires a willingness to take on responsibilities and challenges.
Dependability - Job requires being reliable, responsible, and dependable, and fulfilling obligations.
Leadership - Job requires a willingness to lead, take charge, and offer opinions and direction.
Achievement/Effort - Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
Adaptability/Flexibility - Job requires being open to change (positive or negative) and to considerable variety in the workplace.
Working Conditions - Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
Achievement - Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.
Independence - Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
Brand managers tend to be degree qualified, with a relevant major and /or have several years’ demonstrable marketing experience in a similar environment. To achieve this position, employers might expect you to have a degree in Business, Advertising and Marketing, Economics or Engineering from a first line school, be fluent in English and have a Post graduate qualification or MBA.
Related Certifications and qualifications :
There are no generally accepted or preferred certification requirements or expectations for brand managers. Experience of at least three years is often required. And many brand managers work their way up from junior level positions by taking advantage of professional development courses and in-house training opportunities.
The national average salary for a Brand Manager is ₹17,27,115 in India. An entry-level Brand Manager with less than 1-year experience can expect to earn an average total compensation (includes tips, bonus, and overtime pay) of ₹915,560 based on 9 salaries. An early career Brand Manager with 1-4 years of experience earns an average total compensation of ₹867,425 based on 135 salaries. A mid-career Brand Manager with 5-9 years of experience earns an average total compensation of ₹1,232,734 based on 139 salaries. An experienced Brand Manager with 10-19 years of experience earns an average total compensation of ₹1,680,000 based on 49 salaries.
FREQUENTLY ASKED QUESTIONS
Is Brand manager a good job?
As the ‘brand guardian’, brand managers maintain brand integrity across all company marketing initiatives and communications, and may manage a portfolio of products. Brand managers have strong communication skills and need to maintain good relationships with colleagues and external contacts.
What makes a great brand manager?
A Brand manager must possess skills of analysis and creativity to implement their ideas and achieve their goals. They must develop large scale marketing strategies, as well as advertising strategies, including both print and digital media. Brand managers can be in charge of the image of goods, services, even people.
What is the difference between brand manager and a marketing manager?
Brand and marketing managers have similar jobs, although brand managers are focused on a brand’s overall appeal, while marketing managers work on gaining sales through promoting goods and services.
Who does a brand manager report to?
A Brand manager would regularly report to a higher-level sales manager or marketing manager.
How to become a luxury brand manager?
Equip yourself with basic management, marketing, and business skills that will help you to effectively manage a brand. A professional bachelor or master degree in luxury brand management is preferable as it will help you understand how the luxury market works and employ strategies accordingly.