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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
- 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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