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Brand managers are responsible for overseeing any aspect of marketing related to a company’s brand, and ensuring that all branding decisions ultimately result in stronger sales. To achieve that alignment, brand managers tend to work with multiple areas of marketing, like research, content, social, and design.
No matter how successful your products, it’s always a challenge to stand out from competitors in your market. Unfortunately, having the highest quality product available isn’t always enough to capture buyers’ attention – you need a compelling brand image. That’s where brand managers come in: defining and promoting a company’s personality, both on the shelf and in the community.
Whether you’re hiring a brand manager or looking for a job as one yourself, here’s everything you need to know about the position.
Brand Manager Definition
The role of a Brand Manager is to develop a brand strategy for a company. Brand managers oversee a wide array of business functions including branding, communication channels, product development, online and offline promotions, and market research. They often conduct market research for a company. This involves surveying and polling demographics, determining demand for products, and other relevant field research. Brand managers typically manage a team that supports their efforts and report to higher level marketing staff of an organization.
Brand Manager Job Description
Every company organizes its marketing department differently, meaning a brand manager’s responsibilities may vary from business to business. That being said, here’s a sample job description you can use to guide your hiring practices, or prepare for a job interview.
Job Summary:
Brand managers are responsible for understanding what makes our target audience tick, and for developing marketing campaigns that position our brand according to those motivators. These marketing campaigns will not only drive customer engagement, but will further define our brand’s reputation and image in relation to the market.
Job Responsibilities:
Responsibilities include, but are not limited to, the following:
- Conduct consumer and market research
- Identify how our brand is currently positioned in the market
- Design a research-based brand strategy
- Develop and execute marketing campaigns aimed at communicating our brand messageÂ
- Communicate our brand personality internally and align company around foundational ideas
- Lead marketing team members through campaigns
- Measure and report on success of marketing campaigns
- Anticipate consumer trends and keep brand up to date
Brand Manager Salary
Depending on the company, industry, and years of experience, brand managers typically earn between R500,000 and R1 200,000 a year.
According to Glassdoor, the average salary for a brand manager in South Africa is about ZAR 42,087 /mo