Brand manager's responsibilities. Branding: how to build an effective brand Brand manager: who is he and why is he needed?

Branding: Creating an Efficient Brand

Do you know that the cost of developing brand building activities in leading Russian branding agencies is $50,000 – $100,000? Not ready to shell out that amount? There is another way out. Take the course “Branding: How to Build an Effective Brand” and you will be able to do most of the branding work yourself within the company. At the same time, the effectiveness of “internal branding” is higher due to connection with the company’s strategy, knowledge of product features and understanding of resources.

During the course you will receive step-by-step practical guidance on creating a brand in Russia. You will consider a large number of real examples from the practice of leading Russian enterprises. You will focus on such aspects of branding as identifying and studying the target audience, positioning, creating brand attributes and developing a communication strategy.

The course is intended for both beginners and practicing brand managers, advertising and marketing managers, managers and business owners, as well as anyone who wants to create and promote new and existing brands.

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LLC "MBSH" legal address: 119334, Moscow, Leninsky Prospekt, 38 A.
MBSH Consulting LLC legal address: 119331, Moscow, Vernadsky Avenue, 29, office 520.
CHUDPO "MOSCOW BUSINESS SCHOOL - SEMINARS", legal address: 119334, Moscow, Leninsky Prospekt, 38 A.

Profession brand manager description

The job of a brand manager is to promote different brands. The goal of this work is to advertise this brand so that people recognize and even want to buy a product of this brand. Today, a brand for people is an indicator of quality. A person usually buys products from the brand that is more familiar to him.

Principles of work of a brand manager

The work of a brand manager usually takes place in the marketing department of a company of a certain brand or trading company. A brand manager must analyze everything that happens in the market for the sale of goods. To be a successful brand you need to give people what they want. This is exactly what a brand manager should do. He must analyze everything that is happening in the market for the sale of goods and, having received this information, he needs to make the brand such that people are interested in it.

Responsibilities of a brand manager

The first responsibility is the direct preparation of products for sale on the market. Responsibilities also include negotiating with advertiser agencies, making decisions related to pricing policy, such as raising the price of a product, or, on the contrary, discounts for customers. The brand manager must also develop sales techniques. For example, negotiating with dealers and suppliers on how to sell products and where it is more profitable to do it. In financial matters, the brand manager makes decisions about how much money to spend to promote products.

Requirements for the brand manager profession

To be accepted for a brand manager position you must:

Quite a lot of experience in advertising and marketing;
Higher education in economic specializations "Marketing", "Commerce";
Depending on the product you need to work with, you need to understand it and know everything about it;
Subject to the purchase of products in a country where the official language is different, it is required to know it.

Profession brand manager - pros and cons

Great responsibility. The work schedule is irregular. Quite a stressful job. If a project ends in failure, then usually only the brand manager is blamed, even if other people were involved in the work.

Responsibilities of a brand manager

Development

Merchandising coordination;

It is important not only to receive an excellent education, but also to have experience in the implementation of the above operations. Only solid knowledge will help you engage in the profession of a brand manager, provided you have a love for this business.

What knowledge is needed:

market conditions;

fundamentals of macroeconomics;

principles of microeconomics;

business administration;

peculiaritiesPR technologies;

consumer psychology;

patent law;

Let's sum up the profession

In large companies, these positions are always divided. However, a brand manager is responsible for resolving brand issues. Well, and finally, I would like to add that the profession is becoming more popular, and therefore more relevant!

An expert in the field of promoting certain products united by a brand. “Brand management” means the use of certain marketing strategies and technologies in relation to a group of products to increase the value of the offer in the eyes of consumers. In this way, the price of the brand increases. Given the growing competition in the field of small and medium-sized businesses, the profession of a brand manager is becoming increasingly relevant. Marketers argue that the concept of “brand” is a certain guarantee of quality for the consumer. Accordingly, it is impossible to overestimate the importance of brand promotion.

Brand manager: who is he and why is he needed?

The task of any manager is to increase the timing and volume of sales. In our case, this is achieved through brand PR, which leads to an improvement in the brand’s position in the market relative to other competitors.

In simple terms, the key task of a brand manager is to correctly position the brand, which will allow it to achieve a better reputation. As a result, the company will be able to increase the cost of goods, because consumers are willing to overpay for the reliability and responsibility of the manufacturer of certain products. At the same time, the price increase occurs smoothly, taking into account the growth in sales volume.

Responsibilities of a brand manager

Unlike a simple sales manager, the responsibilities of highly specialized specialists also include promoting a brand with all related tasks: from promoting resources to creating a logo. The functional responsibilities of a brand manager involve learning a foreign language.

In addition, the set of necessary skills and abilities should include:

Understanding of all the features of the promoted product group. In particular, a specialist must be able to analyze the interests of potential buyers and conduct marketing research;

Market analysis, understanding of segments and current offers;

Development of a product promotion strategy. It is important that the brand manager knows about the peculiarities of the work of all divisions of the brand. In particular, this applies to branches;

DevelopmentPR campaigns, advertising, presentations, exhibitions;

Techniques for cost-effective presentations, conducting thematic seminars. To do this, specialists must know everything about the properties and individual characteristics of the goods;

Creation of a pricing policy, development of conditions for optimal sales and a gradual increase in the cost of goods. In particular, this applies to preferential conditions and affiliate programs;

Ability to forecast sales volumes of products with similar parameters;

Analysis and budgeting for products, including calculations of estimated profits and potential expenses. Forecast of profitability and probable losses. Developing a strategy to minimize possible losses;

Creating a scheme for selling goods: starting from sales sections of the brand to partners;

Organization of contractual work in all departments of the company, whose task is to record sales, payment transactions, and data analysis;

Merchandising coordination;

Observation and research of products on markets, taking into account sales growth/decline. It is important to understand what the demand for a product depends on, and when is the best time to launch mass production of trending offers. To do this, it is necessary to understand and research the attitude of potential buyers;

Identification of poor product parameters that do not meet customer requirements. At the same time, it is necessary to promptly identify and report defects to production, technological, as well as hygiene and design departments;

Studying competitors' pricing policies, demand for products of similar brands. Determining the position of your own product relative to analogues, ways to improve positions;

Monitoring the work of subordinate employees;

Perform related duties;

Creation of reports for brand management.

Naturally, knowledge and practical experience are required to complete all assigned tasks.

Where to study to become a brand manager

understanding of regulations, knowledge regulating the implementation of a certain type of business activity;

understanding of market economics, basic principles of implementing business projects;

market conditions;

characteristics, classifications, range, purpose of products;

pricing options, tactics and current strategies for promoting goods;

fundamentals of macroeconomics;

principles of microeconomics;

business administration;

all major management theories;

features of market development, principles of dependence of demand on supply;

rules and concepts of marketing research;

peculiaritiesPR technologies;

consumer psychology;

features of a certain brand, specifics of production;

ethics of business communication with partners;

requirements for developing a business plan;

support of purchase and sale transactions, terms of agreement;

patent law;

principles of company and employee management;

fundamentals of sociology, practical psychology;

capable of processing information, using technical means and communications.

Now let's talk about competencies, about what a good specialist should be able to do directly.

What is the job of a brand manager?

Based on the information already described, it is clear that the profession of a brand manager requires significant knowledge, both in the field of marketing and social science. In addition, a competent specialist must be able to understand the requirements and strategies for implementing a certain group of products. This requires education as an economist.

However, the data provided is conditional. You must understand that the requirements depend, first of all, on the employer. Some customers, for example, instruct brand managers to additionally handle sales of certain products. If we are talking about, say, the sale of perishable products, the need to study the properties of the product (milk, meat, etc.) increases.

At the same time, many believe that the profession represents a procurement specialist. In fact, this is the responsibility of the brand manager, but indirectly. It is important that specialists know how to maintain relationships with suppliers of goods, but financial issues do not fall on their shoulders. That is, this is only an integral part of a professional’s activity.

Speaking about what is within the competence of a brand manager, it is necessary to note – brand technology. Otherwise, it will not be possible to identify the problems of former brands and help the new brand to realize itself.

Additional skills that a brand manager will need include knowledge of a foreign language if export/import of goods is envisaged.

Don’t forget about personal qualities, because not everyone can be a brand manager. Who falls under this category?

good, sociable comrades - with a high level of sociability;

an expert, that is, to be valuable to any company;

visionary – it is important that a specialist is a leader, able to look into the future and make predictions;

a pragmatist who wants to achieve results.

In the success of business today, this profession is one of the key links.

Let's sum up the profession

How much do brand managers earn? On average up to $2000. Well, now, it would seem, that’s all – we can sum it up.

Brand means to print from English. For obvious reasons, many say brand manager, due to the lack of a normal, adequate translation. On the territory of Russia, specialists who are heads of sales departments are often considered under these responsibilities. That is, a brand manager is responsible for managing the sales of a group of products of a certain brand: from household appliances to perishable goods. There are no restrictions.

In America, the profession is described like the criminal code. Representatives of this profession know everything about marketing analytics, but start from an administrative assistant. A few years later they are busy working as marketing assistants. As a rule, they start with the sale of a certain type of product. As experience increases, their salary and the number of initial responsibilities increase.

In Russia, a brand manager is a manager of brands (trademarks) who has a lot of unspecified responsibilities. The main result is to increase the cost of goods by improving the company's reputation. To summarize, we can say that in our country this profession is more related to marketing. For representatives of medium-sized businesses, a brand manager can also perform the tasks of a director.

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Brand Manager(from the English brand - seal, mark, factory mark) is a specialist in promoting a trademark. His goal is to make this brand more recognizable and attractive. The profession is suitable for those who are interested in psychology, world artistic culture and social studies (see choosing a profession based on interest in school subjects).

Brand managers work in the marketing departments of various companies, from trading companies to design studios. The brand manager analyzes the market situation and conducts marketing activities. Based on the data received, it decides what kind of brand should be in order to be in greatest demand among buyers.

In addition, the brand manager is involved in direct preparation for the product to enter the market. He develops a pricing policy (decides when to provide customers with discounts and when, on the contrary, to raise prices), and negotiates with advertising agencies.

The brand manager is also involved in developing the sales strategy. He negotiates with suppliers and dealers, deciding where and how to sell the product so that as many buyers as possible have a positive opinion about it.

The brand manager does not remain aloof from financial issues: it is he who decides how much money will be spent on promoting the product.

When the product has already been released, the brand manager monitors sales, looks at customer needs and adjusts the brand accordingly or begins to develop a new brand.

In order to work as a brand manager, you need a higher economic education in the specialties “Commerce”, “Marketing”. This specialist requires deep knowledge in the field of PR, marketing and advertising. A brand manager must understand the product he is working with, not only at the level of an economist, but also at the level of the manufacturer: for example, if we are talking about dairy products, he must understand the technology of milk processing. If goods are purchased abroad, knowledge of the language of the manufacturing country is necessary.

Where to study to become a Brand Manager

Brand managers must have a higher education in marketing, economics, or graduate from a university with a degree in Management. To become a true professional, you need to constantly improve your skills by taking specialized courses.