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Brand Management

People who work in brand management are responsible for conveying the right brand image to
consumers in order to increase product sales and improve market share. Duties may include:

  • researching consumer markets and monitoring market trends
  • looking at the pricing of products and analysing the potential profitability
  • exploring new ways to communicate with customers
  • generating names for new and existing products and services and coming up with packaging
  • designs
  • overseeing the production of TV, newspaper and magazine adverts
  • liasing with art designers, copywriters, media buyers and printers
  • ensuring the designs and messages in marketing literature and campaigns meet the company
  • brand and regulatory guidelines
  • monitoring consumer reactions through focus groups and market research.

Brand managers usually work 9.00am to 5.00pm, Monday to Friday, with extra hours during a
product launch to meet deadlines. They regularly travel to attend meetings.

A brand manager should:

  • have an instinctive feeling about future product concepts
  • have strong marketing skills and knowledge
  • be creative, entrepreneurial thinkers
  • have excellent communication and listening skills
  • enjoy working in a deadline-driven, creative environment.

Salaries range from around £28,000 up to £65,000 a year

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