What Do Brand Managers Do

Alyssa OmandacCareer, Overview

Brand Managers are responsible for guiding the brand strategy for a business and shaping the overall image of an organization or product. This job involves extensive market research as Brand Managers need to shape public opinions.

Brand Managers are typically part of the marketing department. They work with marketing and advertising experts, public relations (PR) specialists, and analysts to determine how to use marketing material to present a specific brand image.

Working as a Brand Manager is often a high-stress job due to the responsibility of the position. However, boosting the profile of a brand can also be rewarding.

Brand Managers

A Brand Manager is a marketing professional who specializes in building brand awareness and improving the reputation of brands. They may help develop marketing initiatives, advertising spots, and PR releases.

Salary: $89800
Education: Bachelor's degree
Personality: The Leader

What they do

A Brand Manager is a marketing professional who specializes in building brand awareness and improving the reputation of brands. They may help develop marketing initiatives, advertising spots, and PR releases.

Develop the Overall Strategy for Promoting a Brand

The main task of a Brand Manager is to guide the overall media strategy for promoting a brand or changing public perception of a brand. This includes setting the tone of all advertising, marketing, and social media communications.

As part of these duties, the Brand Manager may develop a style guide for marketers to use when developing graphics, television spots, or online content. For example, the Brand Manager may ensure that marketers use the same fonts or attempt to convey specific emotions.

Plan and Oversee All Media Communications for a Brand

After developing the strategy for a brand, the Brand Manager oversees the release of all media communications. The Brand Manager typically reviews any social media post, advertisement, or press release.

The Brand Manager is not always directly involved in the planning of media communications. The level of involvement often depends on the size of the company. At a large company, the Brand Manager may focus on the big picture by monitoring the work of other marketers. At a smaller company, the Brand Manager is more likely to collaborate with the rest of the marketing department on each project.

Analyze Market Research and Competitor Research

Many of the decisions that a Brand Manager makes are guided by information obtained through market research and competitor research. They review the needs, interests, and wants of potential customers. They also review the products or services provided by competitors to look for marketing gaps that they can exploit.

Businesses provide a variety of resources for obtaining market data, including customer surveys and feedback on social media. Brand Managers may also work with consulting agencies to obtain market research.

Collaborate with Marketing and PR Professionals

A Brand Manager is often one of the top marketing professionals within the marketing department. They delegate tasks and collaborate with a variety of marketing and public relations (PR) professionals. A Brand Manager may receive input from other members of the marketing department. However, the Brand Manager typically has the final say on creative decisions.

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What is it like working as one


You Get to Help Make a Brand More Popular

Increasing the recognition of a brand can be a satisfying experience.

You Get to Use Your Creativity

As a marketing professional, you get to rely on your creativity to develop innovative ideas.

You Learn How to Promote Your Own Brand

The skills that you use to promote brands may help you with job promotions or new career opportunities.

You Can Work in Almost Any Industry

Almost every business has a marketing department, giving you a diverse selection of places to work.


You Get Blamed for Lack of Results

If a promotional spot does not produce positive results, you are likely to take most of the blame.

Employers or Clients Do Not Always Like Your Direction

It can be discouraging when an employer or client does not understand your vision for a project.

Where they work

Clothing and Apparel Companies
Multinational Corporations
PR Agencies and Consulting Firms
Advertising Agencies

Brand Managers typically work in the marketing department of private businesses, especially large organizations with major brands. Brand Managers may also find employment at public relations agencies, business consulting firms, advertising agencies, and any other service provider that helps businesses with brand management.

How to become one

Step 1: Take Marketing Courses in High School

Brand Management is a specialization of the marketing field, which high school students can explore through marketing courses or consumer economics courses.

Step 2: Earn a Bachelor’s Degree

As with most marketing management positions, Brand Managers typically require at least a Bachelor’s degree. Common majors include Advertising, Marketing, and Journalism.

Step 3: Complete an Internship

Completing an internship may help you get your foot in the door after college. Look for internship opportunities in the marketing and advertising departments.

Step 4: Look for Entry-Level Work

Becoming a Brand Manager requires related work experience. Most Brand Managers start with entry-level jobs in advertising, marketing, and public relations.

Step 5: Work Your Way up to Brand Manager

After at least a few years of marketing experience, you may start accepting positions with greater responsibility, such as Marketing Manager, Social Media Manager, or Public Relations Specialist. Continue to look for openings and career opportunities until you find a suitable Brand Manager position.

Should you become one

Brand Managers typically require an extroverted personality as they need to express their opinions and get others to agree with them. Working in Brand Management also requires empathy due to the need to connect with a target demographic and understand what they want.

Brand Managers are also often analytical and detail-oriented, as they spend a lot of their available time analyzing marketing data and reviewing the latest trends.

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