What Does a Brand Manager Do? And How to Become One

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A brand manager is a marketing professional who develops and implements a brand strategy, monitors and adjusts its implementation, and launches new products or categories. While companies are less likely to hire a brand manager in the start-up phase, this position is vital for high-profile projects in large and mid-sized companies.

This is usually a full-time (in-house) position, but marketing agencies also commonly offer brand manager services. The difference is that an agency specialist works with various brands for multiple clients.

To find out more about this role, read the article to learn south africa number dataset the job scope, the different types of brand managers, and what you need to do to become a brand manager.

Key responsibilities of a brand manager
1. Brand strategy.

A brand manager creates and implements long-term brand development strategies.

What it involves:

Develop a mission and values statement, answering the question of who we are and why we do what we do.
Create a brand positioning strategy, i.e., how we do it.
Define the target audience (TA), i.e., who we do it for.
Prepare key messages for the TA, develop a communication style, and create a brand book, i.e., how we present ourselves and the product.
Identify promotional channels, i.e., where to present.
Set goals and KPIs, i.e., where we want to go.
Identify areas for brand growth through competitive analysis.
All efforts are aimed at making the product attractive to consumers.


For example, expanding the Virgin Group brand from recording studios and music stores to its own airlines and space projects.

expanding the Virgin Group brand

Or the product strategy of Procter & Gamble, which has a brand strategy and a staff of marketing specialists for each product, including Pampers, Gillette, Always, and over twenty others.

product strategy of Procter & Gamble

2. Marketing research.

The brand manager studies market trends and the holy of holies — consumer preferences and behavior. They analyze competitors and look for areas of brand growth.

3. Products and services.

The brand manager develops and launches new products and improves existing ones based on the company’s main strategy. To do this, they constantly work together with several other departments of the company, such as development, production, and sales.

4. Advertising and marketing campaigns.

The brand manager works with PR, advertising, design, and other marketing departments on a daily basis.