Brand manager

There are billions of products in the world, but only a few of them is branded into your mind. By aligning the campaigns, the communication channels, the product, the packaging and the brand voice, they earn a place in your memory.

As a brand manager you will take on responsibility to guard the brand and earn a little space in the consumer’s brain.

What does a Brand manager do?

• Develop the strategy for the brand, e.g. define tone of voice, brand identity and ideal customer
  
  
• Define which campaigns to run, when and in what channels
  
  
• Make marketing budgets and growth plans
  
  
• Engage in data analytics and market research to optimize the campaigns
  
  
• Take part in campaign development – often in collaboration with a creative agency

Example of work as a Brand manager

A toothpaste company have decided to launch a toothpaste for kids.

A brand manager is put in charge of developing the brand strategy for this sub-brand.

Based on market research he characterizes the target customer. He also initiates a collaboration with the product development to define the key product and packaging attributes.

This all fits into his marketing plan where he defines what channels to run campaigns in, what sort of content the campaigns should have and when they should run.

Based on the marketing plan he calculates what budget he needs. In addition he makes a forecast the sales for the first year.