So you want to talk about managing a brand? Well, to be a brand manager you’re going to need to live and breath, encompass it and what it stands or- or at least within work hours (though your job will be a whole lot easier if you can relate to it all the time).
Brand managers are concerned with creating a lasting impression among consumers and improving product sales and market share for that brand. You’ll be monitoring market trends and overseeing advertising and marketing activities to ensure the right message is delivered for their product or service.
All buzzwords, feelings and colour wheels? No way jose.
Identity is important for any product in today’s competitive marketplace. Brand managers are concerned with creating a lasting impression among consumers and improving 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. They work both for consultancies and in-house marketing departments.
Also known as product managers, brand managers are often responsible for overseeing the entire creative process for a single product, or group of products and services.
Jobs you could be across on your day to day 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.
The job can involve working with in-house marketing and communications people, as well as legal and compliance staff and numerous creative agencies. It is usual for the brand manager to represent the company at all creative meetings, including photo and film shoots.
If this sounds like it could be for you, find the course you need.