Profession brand manager

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

Personality Type

• Enterprising / Conventional

Knowledge

• 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.

• Company policies

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

• Sales strategies

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

Skills

• 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.

• 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

• Define brand identity

  Define the characteristics of a brand. Identify what the brand stands for. Develop a strong brand perception both internally and externally.

• 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.

• 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.

• 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.

• 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.

• Maintain financial records

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

• 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.

• 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.

• Execute marketing plan

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

• 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.

• Set brand positioning

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

• Identify new business opportunities

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

• 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.

• Carry out sales analysis

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

• Select optimal distribution channel

  Choose the best possible distribution channel for the customer.

• Stimulate creativity in the team

  Use techniques like brainstorming to stimulate creativity in the team.

• Comprehend financial business terminology

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

• Manage brand assets

  Oversee brands as assets in order to maximise their value.

• Design brand's online communication plan

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

• Perform brand analysis

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

• Implement marketing strategies

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

• Have computer literacy

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

• 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.

Optional knowledge and skills

Source: Sisyphus ODB