Profession brand manager

Brand managers analyse and plan the way a brand is positioned on the market.

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Personality Type

  • Enterprising / Artistic

Knowledge

  • Company policies

    The set of rules that govern the activity of a company.

  • Channel marketing

    The strategies and practices, including channel sales, that involve distributing products directly and indirectly through partners in order to bring the products to the end consumer.

  • Sales strategies

    The principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service.

Skills

  • Define brand identity

    Define the characteristics of a brand; identify what the brand stands for; develop a strong brand perception both internally and externally.

  • Implement marketing strategies

    Implement strategies which aim to promote a specific product or service, using the developed marketing strategies.

  • Lead the brand strategic planning process

    Manage the strategic planning process of the brand as well as provide innovation and progress in the strategy planning methodologies and improvements for consumer communication in order to base innovation and strategies on consumer insights and needs.

  • Implement sales strategies

    Carry out the plan to gain competitive advantage on the market by positioning the company's brand or product and by targeting the right audience to sell this brand or product to.

  • Select optimal distribution channel

    Choose the best possible distribution channel for the customer.

  • Design brand's online communication plan

    Design of content and presentation of the brand in an online interactive platform.

  • Create annual marketing budget

    Make the calculation of both the income and expenditures that are expected to be paid over the coming year concerning the marketing related activities such as advertising, selling and delivering products to people.

  • Perform brand analysis

    Perform quantitative and qualitative analyses of all necessary information in order to evaluate the current state of a brand.

  • Plan marketing campaign

    Develop a method to promote a product through different channels, such as television, radio, print and online platforms, social media with the aim to communicate and deliver value to customers.

  • Create brand guidelines

    Develop and implement guidelines for strategic brand handling by all stakeholders; discuss relevant content such as future expectations and brand guidelines; be prepared to face challenges.

  • Maintain financial records

    Keep track of and finalise all formal documents representing the financial transactions of a business or project.

  • Perform market research

    Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.

  • Apply strategic thinking

    Apply generation and effective application of business insights and possible opportunities, in order to achieve competitive business advantage on a long-term basis.

  • Identify new business opportunities

    Pursue potential customers or products in order to generate additional sales and ensure growth.

  • Carry out sales analysis

    Examine sales reports to see what goods and services have and have not sold well.

  • Apply social media marketing

    Employ website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and social communities for gaining a quick overview or insight into topics and opinions in the social web and handle inbound leads or inquiries.

  • Comprehend financial business terminology

    Grasp the meaning of basic financial concepts and terms used in businesses and financial institutions or organisations.

  • Coordinate advertising campaigns

    Organise course of action to promote a product or service; oversee the production of TV advertisements, newspaper and magazine ads, suggest mail packs, email campaigns, websites, stands and other advertising channels

  • Manage staff

    Manage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the workers to meet the company objectives. Monitor and measure how an employee undertakes their responsibilities and how well these activities are executed. Identify areas for improvement and make suggestions to achieve this. Lead a group of people to help them achieve goals and maintain an effective working relationship among staff.

  • Execute marketing plan

    Carry out all the activities involved in achieving specific marketing objectives within a given timeframe

  • Manage brand assets

    Process for managing brands as assets in order to maximise their value.

  • Set brand positioning

    Develop a clear identity and unique position in the market; communicate with stakeholders and distinguish from competitors.

  • Stimulate creativity in the team

    Use techniques like brainstorming to stimulate creativity in the team.

  • Carry out naming strategies

    Come up with names for new and existing products; adaptations to the given factors of a language and particularly to the culture are necessary in order to achieve the desired effect.

  • Have computer literacy

    Utilise computers, IT equipment and modern day technology in an efficient way.

  • Perform customers’ needs analysis

    Analyse the habits and needs of customers and target groups in order to devise and apply new marketing strategies and to sell more goods in a more effective way.

Optional knowledge and skills

carry out event management price product build rapport with people from different cultural backgrounds seek innovation in current practices perform multiple tasks at the same time follow quality standards manage budgets maintain relationship with suppliers conduct search engine optimisation employment law plan new packaging designs

Common job titles

  • Brand manager - hennessy
  • Brand manager - chandon
  • Brand manager, estates & wines
  • Marketing manager, s’ip by s’well
  • Sr. brand manager - lifestyle
  • Manager, international marketing
  • Associate brand manager
  • Brand marketing manager
  • Manager/senior manager, marketing - travel & lifestyle services
  • Brand marketing manager - goodnes