Career In Brand Management

Amandeep Kaur Nov 16, 2022

We use a wide variety of products from various brands. But have you ever wondered why some products sell like hotcakes while others have a hard time finding a buyer? The answer is straightforward: brands that succeed have brand managers who have transformed and created brand messages that are appealing to both present and potential customers.

Brand manager in a nutshell

You have heard terms like purpose-driven brands, billion-dollar mega brands, most respected brands. All of these are the handiwork of a brand manager.

A marketing function known as brand management employs strategies to gradually raise a product line's or brand's potential value. Positive brand associations, visuals or a high level of brand awareness allow for the price of items to increase and the development of loyal customers. The position of a brand manager involves managing the brand's reputation by making a positive first impression on customers and increasing product sales and market share.

What is the role of brand manager?

Brand managers play an integral role in the modern enterprises of today. With an infusion of artificial intelligence, data sciences, social media, digital marketing, growth hacking, personalised marketing etc. - their role is becoming more complex than ever.

In the role of a brand manager, one is responsible for keeping an eye on market trends. They foster trust in the brand, manage the brand’s reputation, determine product-market fit, develop marketing messages and advertising strategies, packaging that are in line with the brand’s image, mission and vision.

What’s the difference between a brand manager and a marketing manager?

A brand manager works on brand strategy —or the story a company tells about itself to its customers i.e what makes our product unique, what we offer that no one else does and why or how it helps the customer. Whereas a marketing manager oversees tactics to promote the company and its offerings to customers.

Skills that make for a successful brand manager

- Passion for storytelling

- Creativity and ability to cull out customer insights

- Strategic and analytical mindset with a data-driven approach

- Technology oriented and social media expertise

- Influencing, presentation and communication skills

Types of a brand manager

Marketing executive: A company's marketing executive is a person whose task it is to administer and oversee the marketing strategy. Choosing how to use marketing campaigns to promote or sell products and services is the responsibility of the marketing executive.

Marketing analyst: Their duties include keeping a watchful eye on the market, the competition of the business they work for and researching the consumer behaviour of the company's target market. A company's market analyst aids in decision-making over which product or service to sell, to which customer group that determines the target audience, and the price at which the product or service will be made available to potential customers.

Luxury brand manager: Luxury brand managers are in charge of maintaining the positioning and communication plans for premium companies. They set the pricing and calculated the profitability of the goods and services, as well as doing market research.

Advertising manager: Advertising managers ensure that product or service promotions are carried out through the appropriate media and are seen by the intended audience.

Content manager: A content manager is in charge of the brand's entire communications strategy. They must deliver all content in accordance with the company's persona, principles and policies.

Marketing director: The marketing director, also referred to as the strategic level manager, is responsible for making all of the company's strategic choices. The marketing editor also makes some judgments about brand messages, products and sales.

Product manager: Product management roles are becoming more and more sought-after jobs where you collaborate directly with the design team to realise the product plan. Understanding the consumer experience, detecting and addressing product gaps and developing fresh concepts that increase market share are all aspects of the job.

Brand management is a function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand managers enable products or services to command a premium price in the market and build a loyal customer base through positive brand associations and strong brand awareness. Today almost all industries, all products and even countries have brand managers behind their success or fame.