Who is a Brand Manager: Key Tasks and Skills for Success

A brand manager is the person responsible for a brand and its development. People who work in this field develop and manage the brand awareness of the brand under their charge in the social media and media space. They are careful to ensure that the brand is in line with the strategy that the company has developed. Let's take a closer look at this position. 

Being a brand manager: What does it mean?

The main job of a brand manager is to define the brand strategy by identifying the various leverage points. They work with other parts of the company to define the brand's digital strategy. Working with research and development teams, the brand manager may organise the launch of new products or services. They develop e-influence strategies to develop the brand's e-influence, working with specialists such as the social media manager.

In the same way, brand managers keep an eye on competitors, analysing other strategies and what changes in consumer behaviour they produce. This allows them to identify market trends, organise panel analyses, qualitative studies, brand perception studies, etc. Based on all the findings, they can make recommendations for product positioning of the brand they represent. The brand manager communicates the brand they represent through communication campaigns on various digital channels: networks and social media combined.

As a brand image coordinator, the brand manager works on the visual and graphic identity of the company they work for. They develop new product launch panes, oversee the development of creative elements and take part in the deployment of advertising operations. The purpose of a brand manager is to create an authentic online customer experience, and to support and lead the sales and distribution network of products In some cases, managers may be required to coordinate marketing activities with partners.

The brand manager position also has several other titles depending on the company the manager works for, such as:

• Brand Development Manager;
• Brand management manager;
• Brand Marketing Specialist;
• Brand Coordinator;
• Brand strategy manager;
• Brand Coordinator. 

Education and outlook: Key tasks and skills for success

To become a brand manager, you must complete a 5-year postgraduate course at a business or communications school. After BTS, one can pursue a Bachelor's degree in Business and Marketing or Communications, and to improve skills and employability, one can pursue a Master's degree in Communications.

Brand managers work for medium to large companies or firms specialising in web marketing. Companies recognise the need for a social media and online communication strategy, while small businesses use digital channels to build brand awareness and strengthen customer relationships.

Required skills and qualities of a brand manager

To become a brand manager, you need to master market research techniques, media planning and channels for buying advertising space. Knowledge of creative tools, social media and social networks is also important, as they are the main channels for brand image development. It is important to understand search engine optimisation tools and traffic analysis, and knowledge of English is an important skill, as many terms in this area are borrowed from the English-speaking lexicon.

Being a successful brand manager requires qualities such as rigour in managing budgets, curiosity to track market trends and creativity in developing brand content. Writing and analytical skills are also essential. The ability to work in a team and manage projects is essential to successfully collaborate with colleagues and coordinate work to create and promote a brand image.

Conclusions: The concept of brand manager 

The brand manager is a key figure on whom the successful development of brand image and recognition depends. Through strategic thinking, skills in marketing and the ability to adapt to market conditions, the brand manager helps a company to gain customer trust and remain competitive. Having the necessary skills and qualities such as creativity, analytical skills and the ability to work in a team makes this a sought-after and promising profession. In the digital age, the role of a brand manager becomes even more important, as successful brand promotion directly depends on their actions and decisions.