Brand Manager: Roles, Responsibilities, Salary, more

“Products are made in factory but brands are created in the mind” – Walter Laudor

What is a brand? Just like you have a unique personality, your business also has a personality of its own which is what we call ‘brand’. You introduce yourself to the recruiters to get hired, similarly, you have to introduce your business to the market to motivate people to sell. And this is what brand management means. Now, who bears the responsibility to manage your brand? Yes, it’s the Brand Manager. Creating a unique brand story, strategising the marketing plans for the business, creating a budget and whatnot, all comes under the wings of a Brand Manager. This job role plays a critical role in growth and expansion of the company.

Seems exciting? Let’s explore this profession in detail in this blog.

Who is a Brand Manager?

A Brand Manager is a leadership position in the marketing field that decides how the brand will present the product or service in the market. Brand management is a broad process of building a positive image of the brand which will motivate customers to make purchases. As a Brand Manager, you should have a strong understanding of marketing, including research, content, digital marketing channels, social media and other aspects. A Brand Manager will not directly perform these roles, they have to guide, manage and administer the team. They are more involved in strategic planning.

Now let’s have a look at the key responsibilities of this job role.

Roles and Responsibilities of a Brand Manager

A brand manager has to create a unique story that aligns with the brand strategy to connect customers with the company’s products. Their role is diverse and may vary according to the company and its services. He has to get involved in different departments be it marketing, sales or content.

Therefore, as a Brand Manager, you will have the following roles and responsibilities:

• Conduct market research

• Identify the current position of the brand

• Organise all data related to sales and brand

• Develop brand management campaigns for different products

• Ideating and creating in-store marketing displays

• Building relations with vendors and distributors

• Measuring and analysing the progress of brand campaigns

• Work closely with advertising agencies to create brand marketing campaigns

• Create a budget for all marketing campaigns

• Collaborate with different teams

Key Skills a Brand Manager Must Have

Brand managers usually have more than five years of industry experience. The skills required to be a good brand manager depend on the industry, the company and its products. Here are a few skills which every Brand Manager must have:

• Strong communication skills

• Creative thinking and storytelling skills

• Analytics skills

• Must be a good decision-maker

• Ability to manage multiple teams

• Advanced knowledge of current marketing techniques

• Basic technical knowledge of digital marketing tools

• Understanding of social media marketing

• Knowledge of analytics, reporting and copywriting

• Must have an eye for aesthetics

• Ability to adapt to evolving markets

• Project Management

• Budgeting skills

How to Become a Brand Manager?

The path to becoming a brand manager will not be the same for everyone. Some individuals follow the traditional path while others make a switch. However, the typical roadmap for the Brand Manager job role is given below:

• Educational Qualification: Once you complete high school, you can choose business, management, or marketing-related courses. You can consider courses like BBA, BMS, Bachelor of Mass Media or BA in English. These undergraduate courses will provide you with basic business and marketing understanding, thereby laying the groundwork.

• Pursue an Internship: While studying look for internship opportunities in the marketing or advertising domain to build your portfolio. Internships will give you an idea of the industry and add weight to your profile.

• Add Certifications or Further Education: Evaluate the gap in your skills, and based on that go for skill-based certification. Some candidates prefer to pursue higher studies, such as an MBA, before starting their professional journey. The Brand Manager role is a senior-level position which requires a few years of experience and in-depth knowledge.

• Gather Work Experience: To reach the Brand Manager position you first need to have a few years of experience. So look for entry-level roles in the marketing and advertising field. After a few years of industry experience, you can accede to this position. And if you have an MBA degree, the growth becomes faster.

• Expand your Network and Portfolio: Building your network is essential in the corporate sector. A strong network can position you as a desirable professional in the market and can benefit your marketing needs.

• Seize the Opportunity: When you acquired a few years of industry experience and the essential skills to be a Brand Manager, apply for the position. You can also seek promotion in your current organisation if there is an opening.

Potential Salary of a Brand Manager

The salary of the Brand Manager role depends on various parameters. We have discussed the average salary based on three parameters:

The average salary of a Brand Manager based on experience: 

The average salary of a Brand Manager based on location: 

The average salary of a Brand Manager based on company: 

Interview Questions for the Brand Manager Job Role

Are you also preparing for a Brand Manager job? Here are a few questions you prepare:

Basic Questions: 

1. Please tell us about yourself.

2. Why do you want to be the brand manager of this company?

3. Tell us about your three strengths and weaknesses.

4. Which brands do you think to project their brand identity well?

5. How will you define your personal brand identity?

6. If selected, how do you plan to understand the brand within the first week?

In-depth Questions: 

1. Based on your understanding of the company, what would you like to change and why?

2. What do you think are competitors doing which is better than others?

3. If required, how would you do the rebranding of the company?

4. In case of any unexpected situation, how would you handle the PR for the company?

5. Explain about the line extension brand strategy and brand extension brand strategy and when can you use it?

6. What would you do if your hired influencer starts posting content which does not reflect your company’s value?

7. Can you share an instance where you used market research for brand awareness?

Summarising

Brand management is a growing field with so much competition in the market. To assume this position, you need years of marketing experience and a thorough understanding of the branding process. Because building a brand is not only about selling one product, it has to structure the image of the whole company and all of its products. If you are looking forward to take charge of a Brand Manager, take measurable steps and walk the road to success.

FAQs

Q1. What is a Brand Manager vs Marketing Manager?

Brand management is focused on creating a unique identity for the brand, while marketing management is about promoting the brand and increasing brand engagement.

Q2. Do I need an MBA to be a Brand Manager?

To become a Brand Manager, you typically require a degree in marketing, advertising or business-related stream. That is why, most employers prefer an MBA degree holder for the role of a Brand Manager.

Q3. What is the salary of a Brand Manager?

<>A Brand Manager can earn up to INR 18.2 LPA, depending upon the city, company and experience of the candidate.

Q4. Which MBA has the highest salary?

Finance, Marketing, Data Analytics, and Investment Banking are among the highest-paying MBA specialisations.