What a brand manager does and why a company needs one
Think of a single person acting as the producer of your product. Their main job is to make sure the product or the company gets noticed, liked and chosen.
What a brand manager does in practice
- Studies the market and competitors. Analyses the 5 to 10 main players, finds what makes the brand different and understands the target audience.
- Manages reputation. Keeps track of what customers say and works on loyalty. The goal is to raise it by 10–15%.
- Promotes the brand. Runs advertising, social media and email campaigns. KPI: 20–30% growth in awareness per year.
- Works on the product. Helps launch new products that increase market share by 5–7%.
- Measures results. Sales growth of 10–25%, higher conversion, return on advertising spend (ROI).
Why it's hard without one
A brand manager is the link between sales, marketing and production. A capable specialist can bring in 1,500 new customers in six months with one campaign, or save 15–20% of the advertising budget simply through the right positioning.
3 benefits for the business
- Higher profit: well-known brands can set higher prices
- Lower advertising costs: once people know you, promotion is cheaper
- Resilience in a crisis: customers stay with brands they trust