What does a brand manager do? Brand manager job description, brand manager job responsibilities, sample brand manager job description

The profession of a brand manager appeared not so long ago, but it plays a significant role in the success of a business. Many companies have long needed such specialists and the demand for them is quite high today. The brand manager is the person who is one of the key drivers of the workflow in every company. What functions it performs and why its activity is so important, we will consider in this article.

The basic concept of the profession

The brand manager position was created in order for a certain employee to be responsible for the development and promotion trademark On the market. Its direct task is to ensure the competent positioning of the brand to increase the demand for the product, and accordingly increase the company's profit. In many organizations, responsibilities may vary, depending on the direction of the company, but they all have similarities in one main task - to make the brand recognizable and in demand.

The area of responsibility of this profession is directly related to marketing. In most cases, the brand manager is subordinate to the marketing director, but at the same time, lower-level managers may be subordinate to him. The common forces of these two departments usually form the brand development technology.

The development of the profession itself does not stand still. Over the years, the working functionality expands and acquires new types of profile. For example, in some firms, the brand manager may act as a communications specialist, establishing a connection between the product and potential consumer; in other cases, he is engaged in market analysis and competitor research.

Direct obligations

Each company has its own specifics of work. It depends on the requirements what specific functions will be performed by employees.

The main functions of a brand manager can be divided into several main categories:

Brand development. Careful planning of all components of the brand and its positioning. Logo design, naming, form style, slogan, brand history, development plan.
Preparation and planning of the marketing budget. The specialist must understand what exactly the allocated funds will be directed to and correctly plan financial investments for promotion.
Development of marketing activities. Organization and control of promotional events in order to attract the attention of the audience.
Development of strategy and pricing. Establishment of sales channels, preparation of price lists and promotional materials. Timely entry and adjustment of prices.

IN official duties brand manager includes:

Studying the features of the promoted product, identifying weak and strengths.
Analysis of the market, trends, new products.
Definition target audience and demand segments.
Interaction with manufacturers and suppliers.
Bringing new products to market.
Development of a strategy for promoting the product.
Definition of auxiliary tools for promotion (advertising, presentations, etc.).
Pricing policy development, sales volume forecasting.
Organization of distribution channels.
Determining the positioning of the product among consumers.
Identification of positive and unsatisfactory parameters.
Demand tracking.
Ensuring control of the full process of brand promotion.
Working with managers, conducting trainings and consultations.
Writing and publishing news articles.
Compiling reports for management.

The functions and responsibilities of a brand manager may vary from company to company, but for those who are just starting out in this field, it is recommended to learn and gain experience in all aspects.

What knowledge is required for the job

Requirements for future professionals:

Higher education in marketing and advertising. Perhaps some organizations are considering a candidate with an economic education.
Most often, a person who already has experience in brand management is hired as a brand manager.
Knowledge of marketing fundamentals.
Fundamentals of doing business and market economy.
Ability to develop business plans and business contracts.
Understanding of pricing methods and formation of demand for goods.
Knowledge of the basics of psychology and the principles of sales, experience in sales is desirable.
Knowledge of assortment classifications, purpose of goods, brand features.
Knowledge of a foreign language highest level.
Ethics of business communication.

How the work process is built

Despite such an extensive scope of tasks, it is still difficult to structure in a structured way what a brand manager does in the process of work. First of all, this specialist is the engine of the brand. That is, all the tasks that he performs should be realized only for the sake of one goal - brand promotion.

Brand can be promoted different ways. One of the most effective is the creation advertising project, which will attract the audience to the product. The company allocates a budget for promotions. For what exactly and in what quantity the finances will be distributed, the brand manager decides, coordinating the decision with the management. He works with marketing and advertising departments, conducts analysis and promotion planning, allocates the budget.

A professional should be well versed in advertising and public relations, as he helps the sales team make successful sales. The difference is that sales managers are directly selling the product and finding customers, while the brand manager is positioning it so that consumers know about it and want to buy it.

In the process of work, the specialist is guided by market analysis, the needs of the audience, and the study of competing companies. It also supports the product, that is, it maintains its competitiveness and is engaged in its development.

Importance of work

For each company, its importance and reputation in the market is important. Everyone is trying to compete with each other, constantly improving their products. A brand is the face of a company. Its successful promotion will bring the company more profit and recognition, but big business is built on a multi-structured platform consisting of many different departments that support the activities of the company.

A brand manager is one of the key positions responsible for the very "heart" (product), around which all the rest of the work revolves. As a rule, if the product is not in demand, the life of the organization is in jeopardy, because without sales in the prescribed quantity, it is not able to recoup its own costs. Positioning and promotion of a product is inextricably linked with its sales. This requires an employee who is ready to be responsible for the success of the brand. That is why the work and skills of a brand manager are highly valued.

How to become a specialist

To start a promising career in this field, first of all, the candidate must meet the requirements of applicants. A relevant higher education will be a mandatory criterion. An accompanying wish will be the ability to understand the peculiarities of production and adequately assess the capabilities of the company in order to set achievable goals.

To work in this area, the candidate will need knowledge of such disciplines as: economics, management, marketing, advertising and PR, sales.

According to statistics, the average age of readiness for such a level of responsibility varies from 28 to 35 years.

Career

The demand for reliable professionals is only increasing. For this reason, the prospects for a career as a brand manager look quite rosy. Usually, if one company limits the ability of employees to develop further, then there will be no problem finding another company in need of a new project and a fresh mind. After all, there are countless goods, and creative ideas not enough for them.

The next step in career growth may be the position of head of marketing department or CEO. The experience gained in this job can be so rich that it will even allow you to start your own business.

Pros and cons of the profession

Positive sides:

Creative and varied work.
high wage.
High demand for staff.
Possible trips abroad.
Rapid development.
Lots of communication and new acquaintances.
Getting valuable experience.
Perspectives.

Negative points:

Large amount of work.
Lots of stressful situations.
Irregular schedule.
Possible revisions.
Huge responsibility.
Required experience.

What personal qualities will help you succeed

What a brand manager does requires great communication skills. Many professional skills can be learned, but you can't always force yourself to love a job. Communicative people who love communication and new acquaintances will find it easiest to cope with their duties. The work of a brand manager requires active interaction with people, the ability to negotiate, develop partner qualities in oneself. In addition, personal qualities such as:

Irregularity of thinking.
Ability to manage a team.
Organizational skills.
Self confidence.
Good memory, attention.
Analytic mind.
Demanding.
Purposefulness.
Stress resistance.

Education

To understand all the specifics of this industry and the opportunity to build a career, you can get an education at any institute of the Russian Federation. Directions that will prepare for this profession:

Advertising management.
Marketing.
Management, management.
Enterprise economy.
Marketing in trade.

If higher education has already been received in a different profile, there are special narrowly focused courses. Many business schools offer courses in the direction of a brand manager or marketer.

Before work, you should familiarize yourself with the basics of branding, brand strategy, verbal and visual identity. Having mastered these skills, you can learn many aspects that are useful for work, for example:

Develop brand communication strategy.
Plan an advertising campaign.
Develop corporate identity and brand book.
Research the market and consumer preferences.
Conduct strategy analytics and much more.

In the same way, you can improve your professional level attending trainings and seminars on brand management.

Income

In most cases, the salary level depends on the success of the company, but by general standards, the salary range for 2018 is from 50,000 to 100,000 rubles. in Moscow. In other regions, today brand managers earn from 35,000 to 60,000 rubles.

The more actively trade relations develop, the higher the demand for marketing specialists in the labor market. It is they who form a certain perception of a product or service by the consumer, motivating him to buy.

One of the key employees of marketing departments is the brand manager. The very title of the position tells us what this specialist does. He manages the brand, and his task is to form customer loyalty to the company, product or service, increase their recognition and, of course, increase the company's profit.

General provisions of the instruction

When describing the "General Provisions" section, it is required to indicate the category of the position. Most companies define it as "specialist" or "leading specialist". In some organizations, the position of a brand manager belongs to the category of managers, especially if the employee works in one person and reports directly to the first person.

IN job description the subordination of the employee is determined, indicating the title of the position of the immediate supervisor. If a specialist has subordinates, then this should be written in the job description and indicate the names of the positions of employees under his control.

This section also defines the rules and procedures for hiring and dismissing a specialist from a position, transferring his duties in case of illness, business trip or vacation.

In particular, attention is paid to the description of the working interaction of the brand manager with other employees of the organization in the performance of his job duties.

If necessary, the composition of the information reflected in general provisions, may include the main provisions and regulations by which the employee is guided in his activities, for example: the rules of internal work schedule, regulations on the subdivision, regulations and regulations on core business processes, instructions for performing certain types of work.

Responsibilities and tasks

This section of the manual is the main one. It is he who regulates the composition and scope of work that is entrusted to a specialist.

The main task of the position is the development of the brand, the achievement of very specific performance indicators, for example: nonsense is sold in the required volume, or its recognition among the target audience increases by a certain percentage, or the market share increases.

What duties are most often assigned by employers to this employee? It must be borne in mind that there are a lot of specializations in relation to this particular position.

This article presents the scope of the universal duties of a specialist without taking into account the narrow specifics:

Brand development.
Organization and conduct of marketing research.
Management of the marketing budget necessary for the development and promotion of the brand.
Brand development and promotion.
Evaluation of the effectiveness of brand promotion.
Participation in brand pricing.
Planning and reporting.

Requirements for a specialist

Most often, employers would like to see specialists with higher education. At the same time, several specializations are allowed, for example: economics, marketing or advertising.

Work experience also matters and is most often defined as two or three years minimum.

The wider and more complex the functionality of a specialist, the more stringent the requirements for work experience can be.

An additional and essential requirement may be the knowledge of a foreign language.

Important knowledge required to perform the duties of the position includes knowledge of:

Industry market.
Sales market.
Market assessment technologies, trends in its development.
Competitors of the company and features of their behavior in the market.
Technologies and methods for conducting market research, competitor analysis, search and collection of information from various sources.
Methods of processing and analysis marketing information, working with large data arrays, creating and maintaining databases, including using special software.
Technologies and methods of pricing.
Methodical bases of carrying out marketing activity.
Methods for conducting marketing and advertising campaigns
The psychology of consumer behavior.
Methods for determining the target audience.
Range and main characteristics of goods and services.

Skills include the ability to:

Conduct marketing research.
Organize interaction with contractors.
Develop technical specifications.
Plan and approve the marketing budget.
Develop advertising and marketing campaigns, control their implementation.
Evaluate the effectiveness of marketing activities.
Develop loyalty programs.
Assess market capacity.
Define target groups and their main characteristics.
Develop a brand book, logo, slogan.
Negotiate with contractors and partners.
Develop standard commercial offers and presentations.
Develop brand and product education programs.

Responsibility and rights

Since the brand manager works with commercial information, and in general is quite deeply immersed in the company's business, it is better to specify the section related to the description of responsibility.

For example, you can include the following liability settings in a section:

quality performance of their duties;
completeness and relevance of databases on competitors;
timely market research;
non-disclosure of confidential information about the activities of the Company and its divisions.

The rights of a brand manager may include the right to:

to request and receive from departments and employees of the company reports, materials, information necessary for the performance of official duties;
interact with third parties and represent the interests of the company to complete work tasks;
sign documents within their competence;
make suggestions to improve the work of the company.

Pros and cons of work

What are the advantages of working in this position attract specialists? Of course, these are interesting and ambitious tasks. Effective brand managers, who have made their brands known and successful, become specialists who have weight in professional community. Employers fight for them, sometimes resorting to the services of bounty hunters to get professionals in the staff of their company.

The second plus is Opportunity to interact with market experts, the first persons of enterprises, which always leads to an expansion of the circle of professional contacts and connections.

The third one is opportunity to see the world, especially if the brand manager works for a foreign company or its representative office.

If we talk about the disadvantages of work, then this is, first of all, high work load and high labor intensity. When working in marketing, the issue of deadlines for completing a task is always acute, and there is absolutely no time for a brand manager to relax.

The second significant disadvantage is irregular work schedule, because of which specialists often do not have enough time to, for example, engage in self-education, which is an important factor for achieving significant success in the profession.

This video contains information about how a brand manager works and what he does.

09.03.2014

What kind of specialists are employed in marketing departments? After the registration of the company, a huge staff of personnel is needed for its functionality, among them is the brand manager. Although such a question seems a little strange, but very often it turns out that employees of this department have rather abstract titles of "marketing managers". This is especially true for small firms, where marketing includes everything related to the promotion of one's own products or its advertising. But large firms are forced to clearly distribute responsibilities between employees and this is how such positions as a brand chef or brand manager arise. What are they busy with?

Functions of a brand manager

His main task is to manage the main asset of the company, its brand or several corporate brands. He must create a line of brand (brands) from scratch in a given local market or develop and promote an existing line in order to get the maximum possible marginal income.

It should be noted that the position of brand chef does not exist in all, even large, companies. If a firm manufactures products of only one brand, then brand marketing is the task of the entire marketing department. But some companies are trying to save money in a crisis, and marketing departments are not created in every company, but in case of deterioration economic conditions in a company, marketers are often the first to be cut.

Even specialists who believe that the brand chef is only instructed to promote and advertise are often mistaken about what a brand manager does. But advertising companies, creating attractive and recognizable packaging, inventing a well-aimed slogan - this is only the most noticeable and well-known work for the masses.

But it would be wrong to shorten the list of responsibilities of a brand manager this way. There are other tasks in his field of activity, and the main one on their list is not promoting a certain brand, but making money with their help. In this case, the brand becomes separate product and a tool for generating profit for the company, and the brand manager must ensure that his brainchild gives the maximum benefit and is the way to get the maximum marginal income. The brand manager becomes, as it were, the boss of the company within the company, and he manages not the production of products, but the sale of one or more brands.

This applies mainly to manufacturing companies. IN trading firms brand managers have to deal with the development of an assortment matrix of foreign brands.

Brand manager: duties in Russian and foreign companies often differ?

Yes, such differences exist. Work with the brand in full is often carried out only in companies Russian entrepreneurs. Foreign companies often limit the work of a brand manager to communication with potential clients, and ideas for the development and promotion of the brand, as well as the assortment matrix, are given to him already developed by other specialists “above”. Therefore, probably, such a position could be called a communicative brand manager.

Who is applying for the position of brand manager?

Since the concept of work this specialist are very vague, then if a brand manager is announced from a vacancy, then a variety of specialists apply for his place: these are managers who used to be engaged in procurement or logistics, and advertisers and PR people, and marketing analysts. Among the applicants there are also those who have already worked as a brand manager, but he was not engaged in brand management at all. Sometimes such applicants are poorly versed in assortment management, have little knowledge of the economy and have practical skills in the areas of advertising, making promotional gifts and organizing promotional events. Only one in five was actually involved in brand management.

Brand manager: responsibilities

If you list the responsibilities of a brand manager, you get the following list:

analysis and monitoring of the current market situation, including analysis of competitors' activities and tracking prices for similar products;
participation in the development of products by the company, in particular, the design of packaging, the study functionality products;
in a trading company: studying the technological features of the brands being sold and managing sales based on the data received;
increasing the profitability of goods and accelerating the turnover, this will help the analysis of the pricing policy of competitors, price positioning, analysis and forecast of price dynamics based on an assessment of the economic situation;
checking stocks of products and stimulating demand for individual articles and (or) groups of goods through promotions;
studying and systematizing the tastes and preferences of potential customers: who, how much, where they buy products and why they choose this brand, how competitors work;
creation and implementation of brand promotion programs (advertising, PR, BTL).

To some, such a list will seem too short or incomplete, and he will certainly be right. After all, in different market conditions when working with a different number of brands, the responsibilities of a brand manager can be wider. When the number of brands reaches 10-12 positions, the assortment can have tens of thousands of items. Therefore, the responsibilities will take into account the peculiarities of the company's existence in the market: in one place it is important to improve the packaging, and in another it is vital to optimize the assortment in order to get the maximum benefit from sales.

However, in all cases, the brand manager should strive for the same goal - to get the maximum marginal income from the brand. Here, the best evidence of the quality of the work done is not the number of contacts with potential customers or brand recognition by as many people as possible. This indicator is the profit received as a result of the steps taken. After all, contact with a potential buyer does not always mean a subsequent purchase, and brand recognition is not a confirmation of its popularity among buyers. That's why successful work a brand manager is a contribution to the good earnings of the company.

Video: What does a brand manager do: duties and functions

I. General provisions
1. Brand manager belongs to the category of managers.
2. A person who has (higher; secondary) vocational (economic) education, additional training in management and marketing, work experience in the field of trade management and marketing at least (2 years; 3 years; etc.)
3. Brand manager must know:
3.1. Laws and normative legal documents regulating the implementation of entrepreneurial and commercial activities.
3.2. Market economy, entrepreneurship and business fundamentals.
3.4. Market conjuncture.
3.5. Assortment, classification, characteristics and purpose of goods.
3.6. Pricing methods, pricing strategy and tactics.
3.7. Fundamentals of marketing (the concept of marketing, the basics of marketing management, methods and directions of market research).
3.8. Patterns of market development and the formation of demand for goods.
3.9. The theory of management, macro- and microeconomics, business administration.
3.10. Fundamentals of advertising, forms and methods of conducting advertising campaigns.
3.11. Fundamentals and principles of PR-technologies.
3.12. Psychology and principles of sales.
3.13. Brand features, production technology.
3.14. The procedure for developing business plans and commercial terms of agreements, contracts.
3.15. Trade and patent law.
3.16. Ethics of business communication.
3.17. Rules for establishing business contacts.
3.18. Fundamentals of sociology and psychology.
3.19. Foreign language.
3.20. Enterprise management structure.
3.21. Methods of information processing using modern technical means of communication and communication, computer.
4. Appointment to the position of a brand manager and dismissal from the position is carried out by order of the head of the enterprise upon presentation (commercial director; other official)
5. The brand manager reports directly to (commercial director; head of marketing department; other official)
6. During the absence of the brand manager (vacation, illness, etc.), his duties are performed by a person appointed in the prescribed manner. This person acquires the appropriate rights and bears responsibility for the improper performance of the duties assigned to him.

II. Job Responsibilities
Brand Manager:
1. Studying the features of the promoted product, analyzes the requirements of consumers for the product based on the results of marketing research.
2. Performs market analysis, identifies target consumer market segments for product offering.
3. Develops a strategy for promoting the product to the market, taking into account the proposals of marketing and advertising departments for advertising campaigns, exhibitions, presentations, and other PR actions.
4. Organizes presentations of the product to potential buyers and consumers, thematic seminars (professional consulting on consumer properties and qualities of the product).
5. Designs pricing policy on the product, determines the conditions for the sale of goods (systems of discounts and benefits for certain groups of buyers).
6. Forecasts sales volumes.
7. Draws up a budget for the product, calculates the expected profit and profitability from the moment the product is introduced to the market, determines the possibility of losses for the enterprise at the first stages of product promotion and develops proposals for minimizing them.
8. Develops sales schemes for the product (from the creation of new sales departments to the reconstruction of existing distribution channels).
9. Organizes contractual work in the division dealing with the product, keeps records of payment transactions, analyzes operational data on sales results.
10. Coordinates product merchandising.
11. Monitors the position of the product on the market (the course of sales of the product, the demand for it), determines and analyzes the attitude of consumers to the product.
12. Identifies unsatisfactory product parameters, customer requirements for the product (not taken into account in the product) and reports them to the design, technology and production departments to adjust the product, give it new consumer properties.
13. Tracks the pricing policy and demand for competitors' brands, determines the position of the product relative to similar or similar products of competitors.
14. Coordinates and controls the work of subordinate employees.
15. Prepares reports to the management of the enterprise on the work done.
17. Performs other related duties for the promotion and sale of the product.

III. Rights
The Brand Manager has the right to:
1. Independently determine the forms and methods of brand promotion and establishing business relationships with consumers.
2. Sign and endorse documents within their competence.
3. Request personally or on behalf of the immediate supervisor from the heads of departments of the enterprise and specialists information and documents necessary for the performance of his duties.
4. Get acquainted with the documents that define his rights and obligations in his position, the criteria for assessing the quality of performance of official duties.
5. Submit proposals for the management to improve the work related to the responsibilities provided for in this instruction.
6. Require the management of the enterprise to ensure the organizational and technical conditions and execution of the established documents necessary for the performance of official duties.

IV. Responsibility
The Brand Manager is responsible for:
1. For improper performance or non-performance of their official duties provided for by this job description - within the limits established by the current labor legislation of the Russian Federation.
2. For offenses committed in the course of their activities - within the limits established by the current administrative, criminal and civil legislation of the Russian Federation.
3. For causing material damage to the enterprise - within the limits established by the current labor and civil legislation of the Russian Federation.

6. REPORTING SYSTEM
Lead Sales Manager:
1. provides reports to the officials of the Firm.
2. performs the following operations with documents:
signs:
endorses:
3. receives reports from officials of the Firm.

Text

Anna Savina

In the "Creative Management" section, we talk about what the people who surround representatives of creative professions- musicians, directors, artists and designers - and help them organize concerts, exhibitions, filming, etc. Despite the importance of such professionals, we sometimes do not know what exactly they do and why their work is so important. Look At Me explains the responsibilities of creative managers. In the new issue we talk about brand managers fashion brands- the people who develop the strategy large companies and bring it to life.

Brand Manager

(brand manager)

Places of work

Fashion brands

Tasks

Research the market and trends; develop a brand promotion strategy on the market; understand for what target audience the brand works and who is its competitor; work with designers, marketers and PR-specialists.

Understand the fashion industry and understand competitors' strategies

The main task of any brand manager is to transform the product(for example, a collection of clothes) into a recognizable and successful brand. At the first stage of work, it is important to conduct market research: for this you need to understand what offers already exist, what strategies are being used existing brands and what niches are not occupied. In order for a brand to succeed in the market, it must create a unique selling proposition: there may be dozens or hundreds more brands on the market that produce similar shoes, clothing or accessories, but the brand manager must understand exactly what makes the company he works for different.

Draw up a strategy brand promotion

Work with designers marketers and PR managers

When the brand strategy is formulated, the brand manager begins work on its implementation. To do this, he must make sure that all employees of the company - from designers to sales consultants - are aware of the brand's values and its strategy. The main assistants of the brand manager at this stage are marketers who must bring his concept to life. In addition, a brand manager can advise a designer - when creating a collection, it is important to understand which models will sell best and which ones may be suitable, for example, for unusual fashion shoots.

IN small companies The duties of brand manager and marketing manager are often performed by the same person. However, big brands especially need brand managers. This is confirmed by the emergence of new specialized courses: this year London Business School launched a brand management program for luxury goods companies. This educational program was organized in collaboration with