8 Facts About Brand Managers

Names, terms, designs, symbols, and other important features all represent a piece of a brand.
Brands are an important part of every business because they allow consumers to differentiate companies and identify what products they want to purchase. In some cases consumers care more about the brand then the actual product they are purchasing themselves. Brands have value behind them but it takes time and a correct strategy to follow.

 

That is why food companies hire professionals who’s sole job is create brand value for their line of products. In order to gain insight into these professionals FoodGrads is examining the exciting career of brand managers and their important role in creating/maintaining brand awareness among consumers.
1. Brand Managers help build brand loyalty

Brand managers are individuals responsible for:

Creating, maintaining and ensuring that a brand is recognizable and encourages customers to purchase their products. To do this they develop annual and long range strategic plans new product plans.

Brand managers conduct market research in order to keep up with customer trends and predict future trends. It is common for them to work with the research and development team in order to create product which could add value to a brand. Furthermore, the follow and execute branding plans ensuring that the activities are with in budget allocations.

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2. Brand Managers develop brand strategies

Overall, the job of a brand manager is to manage the image of a brand. Careful planning and well-executed plans ensure that brands are sustainable and gain value over time. Brand managers create strategies to strengthen logos, tagline, product specifications and ensure that all are inline with a brand image.

For example, a brand manager may develop a marketing campaign for a premium cupcakes surrounding the idea of people looking to indulge after working hard all week. Once they decide on what a brand will be like they set meetings with different cross-organizational groups to share their plans for a brand.

3. Brand Managers have this education 

It is common for a brand manager to have a bachelor’s degree in marketing, advertising, communications, business, or a related field of study. Students looking to have a head start in this career should obtain a master’s in business or business administration as this can be more attractive to employers for this job.

It is very typical for a brand manager to start in a more junior position such as an assistant brand managers in another type of industry until they move over to the food industry.

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4. Brand Managers execute marketing plans 

Although we said earlier that brand managers develop plans they are also the ones who help to execute them. In order to ensure that a brand is successful these managers makes choices that drive the biggest return.

The success of a brand is usually measured over long periods of time as a brands image is not built in a day. Brand Managers track the success of a brand by counting the amount of “likes”, clicks and search query rises and falls. However, there is so much more that that it is difficult to comment upon all of them.

Finally, these professionals ensure that through out the execution plans go according to budget to see if spending of money is worth the return.

5. Brand Managers have to perform research 

Brand managers spend a lot of their time performing marketing research and analysis. The purpose of their research is to identify market opportunities/ issues in order to develop strategies, innovation, and multi-brand scale promotions. Brand managers use a diverse amount of sources when looking for brand opportunities which include watching the performance of other companies and trade/consumer events.

6. Brand Mangers help with product development

Sometimes during their research a brand manager may come across a new trend which falls nicely in the brand image of a company. In order to capitalize on this these professionals work closely with product development teams. Working with them every step of the way brand managers create timelines and budget for new products and set up any research required and ensure it gets executed properly.

For example, a brand manger at a dairy company may find that there is a market need for single serve cottage cheese. They will then go to the product development team and ask them to create a new product with this idea in mind.  adult, books, business  

7.  Brand Managers understand their customers

In order to become a successful brand manager you need to understand your customers. Using analyzed customer behavior data, brand managers are able to determine what kind of products customers are interested in.

Instantaneous data acquisition has allowed brand managers to determine critical moments when customers are researching, considering and using your product. All this leads to better understanding of customers and eventually the ability to build brand loyalty.

8. Brand Managers have these set of skills
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As with any occupation there are certain sets of skills which will aid you better than others. For a brand manager these skills include:

  • Analytical analysis– Because there is no set metric to measure the value of a brand, brand managers need to have the ability to identify, and scrutinize brand equity. Having an analytical mind allows the professionals to both improve, and streamline complex work processes.
  • Creativity- Brands that stay relevant typically are doing something new and creative. Brand managers must be creative but also know how to how to focus their teams in an overarching strategy. When they create a new brand asset they clearly state their expectations but also leave room to think creatively.
  • Presentation Skills- Brand managers rarely work alone and when ever they create a new concept they have to get they the approval of other departments. These professionals need to have the ability to present information clearly and effectively.

Author: Veronica Hislop – Veronica is a recent FoodGrad working as Quality Assurance Technician at a snack food company. She graduated with a Chemistry degree at Ryerson University and has a passion for bringing awareness to sustainability in the food industry. When Veronica is taking a break from her food endeavours you will find her at home reading a great novel and playing with her cats.


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