Brand managers work to ensure that a brand remains recognisable, up to date and exciting to customers. Brand managers plan ways to promote – and change the public perception of – brands. Organisations hire brand managers to work ‘in-house’ on their own brands, where it is likely that they will work solely on a single brand. It is also possible for brand managers to work at a marketing agency, where they may be working on a number of brands for different clients. Brand managers are also responsible for making sure that branding is consistent across advertising and campaigns.
Typical responsibilities of a brand manager include:
- carrying out market research in order to keep up to date with customer trends, as well as trying to predict future trends
- developing strategies and managing marketing campaigns across print, broadcast and online platforms to ensure that products and services meet customers’ expectations and to build the credibility of brands
- analysing the success of marketing campaigns and creating reports
- supervising advertising, product design and other forms of marketing to maintain consistency in branding
- meeting with clients and working with colleagues across multiple departments (such as marketing assistants, marketing managers and chief marketing officers)
- managing budgets and a team of junior assistants
- organising events such as product launches, exhibitions and photo shoots.