A brand manager is responsible for the organization and oversight of the brands sales, promotion and building a reputation for the brand. The day-to-day activities of a brand manager depends on the needs of the industry and the product’s specifications. For example, promoting a toothpaste brand is quite different from promoting a drug or say a medicated soap. However, the core responsibilities are somewhat similar. He or she is responsible for taking crucial decisions related to both marketing and advertising campaigns, decisions related to brand production and sales strategies.The responsibility of the brands success and failure lies on the shoulders of a brand manager. The individual is a part of a high level executive leadership team and has authority to direct the actions of employees at the root level.
Extensive Market Research:
Brand managers devote most of their time in figuring out what is realistic for a given brand. The individual has to take into consideration the brands current status in the market, its past success or failures. This mostly involves the effective use of market research as a means to gain insight. They study the strategies employed during previous campaigns, both by the parent organization as well as the competitors. A comparison of the two gives them the ability to make a better decision. Market reason encompassses the sampling of demographic data, statistical analysis, etc. The information obtained by market research is used to build strategies and improve consumer’s perception of a brand thus influencing purchase decisions.
Collaboration Across Departments
The promotion of a brand and the way the consumer sees it makes it difficult for brand managers to work standalone. They have to work across different departments to build cooperation and collaborate for the job. Working with various departments such as marketing, sales staff and product designers are essential for success. One needs to master the art of delegation, which involves identifying the right people for the task and mobile the right set of resources to attain the goal for a successful brand appraisal.
Advertising and Campaigns
Advertising has always been an important part of brand positioning. It is one of the most easiest and effective ways of creating awareness. Billboards, T.V. commercials, social media campaigns are ways of building a good product following. The individual would have to work closely with an organization’s marketing and advertising division in order to help make campaigns that are effective and maintain consistency in the way the product is approached by target consumers.
Overseeing Production and Distribution
The individual is responsible for how a product is made and the means by which they are distributed and sold. Since, budget continues to be a constraint, it is necessary to see where a product is manufactured, how it is made, what is the material used, the costs involved and how the packaging is important. Even though a brand manager may not take decisions regarding these processes, they continue to be an important part of the decision making process.
Making Crucial Decisions:
When a market strategy is facing crunch situations such as being outdone by a competitor or when profits are showing signs of instability, brand managers are the first to notice these changes and make improvements. Several proactive steps may be taken such as finding a new punchline, presenting new statistical data of a product’s efficacy, re-designing a logo, etc. Brand managers are held responsible for the success or failure of a brand. They get involved in investigating and accessing problems so that concrete decisions can be taken and major liabilities can be avoided.
Other Necessary Skills
An employer screens a candidate for skills besides just their educational and work experience. Managing product perception requires creativity, innovative thinking and professional authority. Brand managers are mostly outgoing people who can effectively communicate across a large group of people. One needs to have strong writing skills as it comes handy while drafting reports and issuing recommendations.
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