The primary duty of a brand manager is to adopt strategies that improve the state of a company’s brand. The manager has to maintain brand integrity across all the marketing initiatives to ensure that it reaches the target market. Therefore, brand managers should have strong communication skills, external contacts, and maintain good relationships with colleagues. Further, they have to ensure the sales of a brand. The managers are always given a sales target, which they must meet. To achieve the goal, they must consider various elements, including product, proposition, packaging, price, and place.
The brand managers must conduct market research, including analysis of competitors’ strategy and new consumer behaviour patterns. Such a study enables them to formulate appropriate strategies that can better the performance of the brand. For instance, if the brand is an edible product, the brand manager can decide to introduce a new flavor and a bigger park. The manager can as well do a television ad campaign. While doing all these, the manager must keep the sales target and budget in mind.
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The brand manager has to execute every activity by coordinating with various teams across the organization. These teams include product engineers, packaging team, regulatory and legal head, creative agency, software team and distributors, and retailers. These parties play a crucial role in ensuring the brand attains the sales target by reaching the target market. For instance, the creative agency and the production house will be required to do a TV commercial for the brand. Moreover, the manager will have to contact the software team to ensure the website displays the product promptly. Brand managers are required to be creative, try new things, and make mistakes. Lastly, they have to focus on the consumers by ensuring that the product satisfies the needs of the consumers.
