What a brand manager should be able to do. Brand manager job description, brand manager job description, sample brand manager job description. Description of the profession brand manager, choice of profession brand manager

The brand manager profession appeared not so long ago, but it plays a significant role in the success of the business. Many companies have long been in need of such specialists and the demand for them is quite high today. A brand manager is the person who is one of the key drivers of the work process in every company. What functions it performs and why its activities are so important, we will consider in this article.

The basic concept of the profession

The position of a brand manager is created so that a certain employee is responsible for the development and promotion of a brand on the market. Its direct task is to ensure competent brand positioning in order to increase demand for the product, and accordingly increase the company's profits. In many organizations, responsibilities may differ, depending on the direction of the company, but they all have similarities in one main task - to make the brand recognizable and in demand.

The area of responsibility of this profession is directly related to marketing. In most cases, the brand manager is subordinate to the marketing director, but at the same time, managers may be subordinate to him. lower level... The joint efforts of these two departments usually form the technology of brand development.

The development of the profession itself does not stand still. Over the years, the working functionality has expanded and acquired new types of profile. For example, in some firms, a brand manager may act as a communications specialist, establishing a connection between a product and a potential consumer; in other cases, he is engaged in market analysis and competitor research.

Direct commitments

Each company has its own specifics of work. It depends on the requirements what specific functions the employees will perform.

The main functions of a brand manager can be divided into several main categories:

Brand development. Careful planning of all components of the brand and its positioning. Logo design, naming, form style, slogan, brand history, development plan.
Drawing up and planning a marketing budget. The specialist must understand what exactly the allocated funds will be directed to and competently plan financial investments for promotion.
Development of marketing activities. Organization and control promotional activities in order to attract the attention of the audience.
Strategy development and pricing. Establishing sales channels, preparing price lists and advertising materials. Timely entry and price adjustment.

IN job duties brand manager includes:

Studying the features of the promoted product, identifying weak and strengths.
Analysis of the market, trends, new products.
Definition target audience and segments of the need.
Interaction with manufacturers and suppliers.
Launching new products to the market.
Development of a strategy by which the product will be promoted.
Identification of promotional tools (advertising, presentations, etc.).
Development of pricing policy, forecasting sales volumes.
Organization of sales channels.
Determination of product positioning among consumers.
Identification of positive and unsatisfactory parameters.
Tracking demand.
Ensuring control over a full-fledged brand promotion process.
Working with managers, conducting trainings and consultations.
Writing and publishing news articles.
Drawing up reports for management.

The roles and responsibilities of a brand manager may vary from company to company, but those who are just about to start working in this area are encouraged to study all the aspects and gain experience in them.

What knowledge is required for work

Requirements for future specialists:

Higher education in marketing and advertising. Perhaps some organizations are considering a candidate with an economic education.
Most often, a person who already has experience in brand management is hired to work as a brand manager.
Knowledge of the basics of marketing.
The basics of doing business and market economy.
Ability to develop business plans and business contracts.
Understanding of pricing methods and the formation of demand for goods.
Knowledge of the basics of psychology and principles of sales, experience in sales is desirable.
Knowledge of assortment classifications, product purpose, brand features.
Knowledge foreign language on the the highest level.
Ethics of business communication.

How the work process is structured

Despite such an extensive scope of tasks, it is still difficult to imagine in a structured way what a brand manager does in the process of work. Primarily, this specialist is the engine of the brand. That is, all the tasks that he performs should be realized only for the sake of one goal - brand promotion.

There are many ways to promote your brand. One of the most effective is creating advertising project that will attract the audience to the product. The company allocates a budget for promotions. What exactly and in what amount will be allocated finances, the brand manager decides, coordinating the decision with the management. He works with marketing and advertising departments, conducts analysis and planning of promotion, distributes the budget.

The professional should be well versed in advertising and public relations, as he helps the sales team to accomplish successful sales... The difference is that sales managers are directly involved in selling a product and finding a clientele, while a brand manager increases its positioning so that consumers know about it and want to buy it.

In the process of work, the specialist is guided by market analysis, audience needs, research of competing companies. And also provides support for the product, that is, it maintains its competitiveness and is engaged in its development.

The importance of work

For each company, its importance and reputation in the market are important. Everyone is trying to compete with each other by constantly improving their products. The brand is the face of the company. Its successful promotion will bring the company great profits and recognition, but big business is built on a multi-structured platform, consisting of many different departments that support the company's activities.

The brand manager is one of the key positions responsible for the very "heart" (product) around which all other work revolves. As a rule, if the product is not in demand, the life of the organization is threatened, since without sales in the required quantity, it is not able to recoup its own costs. The positioning and promotion of a product is inextricably linked with its sales. This requires an employee who is ready to be responsible for the success of the brand. This is why the work and skills of a brand manager are highly valued.

How to become a specialist

To start a promising career in this field, first of all, the candidate must meet the requirements of the applicants. Appropriate higher education will be an obligatory criterion. An accompanying wish will be the ability to understand the specifics of production and adequately assess the company's capabilities in order to set achievable goals.

To work in this area, the candidate will need knowledge of such disciplines as: economics, management, marketing, advertising and PR, sales.

The average age of readiness for such a level of responsibility according to statistics varies from 28 to 35 years.

Career

The demand for reliable specialists is only growing. For this reason, the prospects for a career as a brand manager look pretty bright. Usually, if one company limits employees in their opportunities to develop further, then there will be no problem finding another company in need of a new project and a fresh mind. After all, there are countless products, and there are not enough creative ideas for them.

The next step in career growth maybe the position of the head of the marketing department or general director... The experience gained in this job can be so rich that it will even allow you to start starting your own business.

Pros and cons of the profession

Positive sides:

Creative and varied work.
High wage.
High demand for personnel.
Possible trips abroad.
Rapid development.
A lot of communication and new acquaintances.
Gaining valuable experience.
Perspectives.

Negative points:

Large amount of work.
Many stressful situations, tension.
Irregular schedule.
Possible processing.
A huge responsibility.
Experience required.

What personal qualities will help to achieve success

What a brand manager does requires great communication skills. Many professional skills can be learned, but you can't always force yourself to love the job. Communicative people who love communication and new acquaintances will find it easier to cope with their duties. The work of a brand manager requires active interaction with people, the ability to negotiate, and develop partner qualities. In addition, personal qualities such as:

Thinking outside the box.
The ability to manage a team.
Organizational skills.
Self-confidence.
Good memory, attentiveness.
Analytical mind.
Demandingness.
Purposefulness.
Stress tolerance.

Education

To understand all the specifics of this industry and the opportunity to build a career, you can get an education at any institute in the Russian Federation. Directions that will prepare you for this profession:

Advertising management.
Marketing.
Management, management.
Enterprise economy.
Marketing in trade.

If higher education has already been obtained in a different profile, there are special narrowly focused courses. Many business schools offer courses in the direction of a brand manager or marketer.

Before starting work, you should familiarize yourself with the basics of branding, brand strategy, verbal and visual identity. Having mastered these skills, you can learn many aspects that are useful for work, for example:

Develop a brand communication strategy.
Plan an advertising campaign.
Develop a corporate identity and brand book.
Research the market and consumer preferences.
Conduct strategy analytics and much more.

In the same way, you can increase your professional level by attending trainings and seminars on brand management.

Income

In most cases, the level of salary depends on the success of the company, but by general standards, the pay range for 2018 is from 50,000 to 100,000 rubles. in Moscow. In other regions, brand managers today earn from 35,000 to 60,000 rubles.

Brand manager- an employee on whom the success of any product in the market depends. In our job description brand manager the duties of this specialist are spelled out, which include: market analysis, development of a brand promotion strategy, coordination of merchandising of goods. Today brand manager plays a key role in the success of a business.

Brand manager job description

APPROVED
General director
Surname I.O. ________________
"________"_____________ ____ G.

1. General Provisions

1.1. The brand manager belongs to the category of executives.
1.2. Appointment to the position of brand manager and release from it is made by order of the head of the enterprise.
1.3. The brand manager reports directly commercial director or the head of the marketing department.
1.4. During the absence of a brand manager, his rights and responsibilities are transferred to another official appointed in the prescribed manner. This person acquires the corresponding rights and is responsible for the proper performance of the duties assigned to him.
1.5. A person with a professional (economic) education, additional training in management and marketing, work experience in the field is appointed to the position of a brand manager. trade management and marketing.
1.6. The brand manager needs to know:
- laws and regulations legal documents regulating the implementation of entrepreneurial and commercial activities;
- market economy, entrepreneurship and business fundamentals;
- market conditions;
- assortment, classification, characteristics and purpose of goods;
- pricing methods, pricing strategy and tactics;
- marketing fundamentals (marketing concept, marketing management fundamentals, methods and directions of market research);
- patterns of market development and the formation of demand for goods;
- the theory of management, macro and microeconomics, business administration;
- the basics of advertising, forms and methods of conducting advertising campaigns;
- fundamentals and principles of PR technologies;
- psychology and principles of sales;
- brand features, production technology;
- the procedure for the development of business plans and commercial terms of agreements, contracts;
- trade and patent legislation;
- ethics of business communication;
- rules for establishing business contacts;
- the basics of sociology and psychology;
- foreign language;
- enterprise management structure;
- information processing methods using modern technical means communication and communication, computer.
1.7. The brand manager is guided in his activities by:
- legislative acts of the Russian Federation;
- the company's charter, internal labor regulations, other regulations companies;
- orders and orders of the management;
- this job description.

2. Functional responsibilities brand manager

The brand manager of the bank performs the following job duties:

2.1. Studies the features of the promoted product, analyzes the requirements of consumers for the product based on the results marketing research.
2.2. Performs market analysis, identifies target consumer market segments for product offering.
2.3. Develops a strategy for promoting a product to the market, taking into account the proposals of marketing and advertising departments for conducting advertising campaigns, exhibitions, presentations, and other PR-actions.
2.4. Organizes product presentations potential buyers and consumers, thematic seminars (professional advice on consumer properties and product qualities).
2.5. Develops a pricing policy for the product, determines the conditions for the sale of goods (a system of discounts and benefits for certain groups of buyers).
2.6. Predicts sales volumes.
2.7. Draws up a budget for the product, calculates the expected profit and profitability from the moment the product is introduced to the market, determines the possibility of losses for the enterprise at the first stages of product promotion and develops proposals to minimize them.
2.8. Develops sales schemes for the product (from the creation of new sales divisions to the reconstruction of existing sales channels).
2.9. Organizes contractual work in the product department, keeps records of payment transactions, analyzes operational data on sales results.
2.10. Coordinates product merchandising.
2.11. Monitors the position of the product on the market (the progress of product sales, demand for it), determines and analyzes the attitude of consumers to the product.
2.12. Identifies unsatisfactory product parameters, customer requirements for the product (not considered in the product) and reports them to the design, technological and production units for adjusting the product, giving it new consumer properties.
2.13. Monitors the pricing policy and demand for competitors' brands, determines the position of the product relative to similar or similar products of competitors.
2.14. Coordinates and controls the work of subordinate employees.
2.15. Prepares reports for the management of the enterprise on the work done.
2.16. Performs other related responsibilities for the promotion and sale of the product.

3. Rights of the brand manager

The brand manager has the right to:

3.1. To independently determine the forms and methods of brand promotion and establishing business relations with consumers.
3.2. Sign and endorse documents within their competence.
3.3. Request, personally or on behalf of a direct supervisor, from the heads of the enterprise departments and specialists, information and documents necessary for the performance of his official duties.
3.4. To get acquainted with the documents defining his rights and obligations in the position held, the criteria for assessing the quality of the performance of official duties.
3.5. Submit proposals for improving the work related to the foreseen this instruction responsibilities.
3.6. Require the management of the enterprise to provide organizational and technical conditions and registration established documents required for the performance of official duties.

4. Responsibility of the brand manager

The brand manager is responsible for:

4.1. Improper performance or non-performance of their duties provided for by this job description - within the limits established by the current labor legislation RF.
4.2. Offenses committed in the course of their activities - within the limits established by the current administrative, criminal and civil legislation of the Russian Federation.
4.3. Causing material damage the enterprise - within the limits established by the current labor and civil legislation of the Russian Federation.

Text

Anna Savina

Under the heading Creative Management, we talk about what the people who surround the creative professions - musicians, directors, artists and designers - do and help them organize concerts, exhibitions, filming, etc. Despite the importance of such professionals, we sometimes do not know what they are specifically doing and why their work is so important. Look At Me explains the responsibilities creative managers have. In the new issue, we talk about brand managers of fashion brands - people who develop a strategy large companies and bring it to life.

Brand manager

(Brand manager)

Places of work

Fashion brands

Tasks

Research the market and trends; develop a strategy for promoting a brand on the market; understand for which target audience the brand is working and who is its competitor; work with designers, marketers and PR specialists.

Understand fashion industry and understand the strategy of competitors

The main task of any brand manager is to transform a product(for example, a collection of clothes) into a recognizable and successful brand. At the first stage of the work, it is important to conduct market research: for this you need to understand what offers already exist, what strategies are used by existing brands and what niches are not occupied. In order for a brand to succeed in the market, it must create a unique selling proposition: perhaps dozens or hundreds of brands on the market produce similar shoes, clothing or accessories, but the brand manager must understand how the company in which he works is different.

Make up a strategy brand promotion

Work with designers, marketers and PR-managers

Once the brand strategy has been formulated, the brand manager begins work on its implementation. To do this, he must make sure that all employees of the company - from designers to sales consultants - are aware of the brand's values and its strategy. The main assistants of the brand manager at this stage are marketers who must bring his concept to life. In addition, a brand manager can advise a designer - when creating a collection, it is important to understand which models will sell best and which ones may be suitable, for example, for unusual fashion photography.

In small companies, the responsibilities of the brand manager and the marketing manager are often carried out by the same person. However, it is the brand managers that are especially needed for large brands. This is confirmed by the emergence of new specialized courses: this year, the London Business School launched a program on brand management for companies producing luxury goods. This educational program was organized in collaboration with

A brand manager is a specialist who promotes a certain group of goods on the market, united by a brand (trade mark). As a rule, competent brand positioning in the market can significantly increase and stabilize profits from the sale of goods, so the position of a brand manager is very promising in terms of career and income.

Places of work

The brand manager is considered one of the key figures in the success of the business, therefore large and medium-sized manufacturing companies and retailers are constantly in need of qualified specialists of this kind.

History of the profession

The brand manager profession emerged relatively recently - around the middle of the twentieth century. After the American Great Depression, production went up, competition between manufacturing companies increased dramatically. This means that new efforts were required to promote their own trade marks and creating a recognizable, unique image for them.

Responsibilities of a brand manager

The list of what a brand manager does is quite serious. Here are its main points:

Conducting regular research on the company's image.
Analysis of competitors, trends, new products, the market as a whole.
Management of the assortment of goods and / or services, participation in pricing.
Development of brand development strategies.
Organization and implementation of various marketing activities (advertising campaigns, presentations).
Working with manufacturers and suppliers.
Launching new products and brands to the market.
Work with managers (training, trainings, consultations, presentations).

In addition, there are additional duties of a brand manager, which will depend on the specifics of the company's activities and the requirements of the employer. Here is an approximate list of them:

Website development and filling.
Writing and publishing press releases, news and articles.
Participation in partnership programs and industry exhibitions.

In addition, often the functions of a brand manager include keeping records and collaborating with constructors and designers.

Requirements for a brand manager

Employers require from a brand manager:

Higher education in marketing and advertising, possibly economics.
Confident PC user with good knowledge of office programs.
Experience in organizing marketing events.
Experience in brand management.
Work experience in a similar or related position (as a rule, a brand manager's career begins with the position of a marketer or administrator).
Ability to work with information, organize it and conduct analysis.

Often employers also put forward additional requirements:

Knowledge of English language at the Intermediate level or higher.
Willingness to travel.
The presence of a driving license of category B (sometimes also - the presence of a personal car).

Brand Manager Resume Sample

How to become a brand manager

The duties of a brand manager can be successfully fulfilled by people who have received higher education in the field of marketing, advertising and PR, or by graduates of universities with an economic orientation.

Brand manager salary

The salary of a brand manager largely depends on the employing company and the qualifications of the specialist himself. As a rule, salaries here range from 40,000 to 150,000 rubles. average salary brand manager is about 50,000 rubles.

The more actively trade relations develop, the higher the demand for marketing specialists in the labor market. It is they who form a certain perception of the product or service among the consumer, motivating him to purchase.

One of the key members of the marketing department is the brand manager. The very title of the position tells us what this specialist does. He manages the brand, and his task is to form customer loyalty to the company, product or service, increase their awareness and, of course, increase the company's profits.

General provisions of the instruction

When describing the section "General Provisions", it is required to indicate the category of the position. Most often, companies define it as "Specialist" or "leading specialist"... In some organizations, the position of a brand manager falls into the category of managers, especially if the employee works in one person and reports directly to the first person.

In the job description the subordination of the employee is determined, indicating the title of the position of the immediate supervisor. If the specialist has subordinates, then this should be prescribed in the job description and indicate the names of the positions of the employees under his control.

Also, this section defines the rules and procedure for the admission and dismissal of a specialist from office, the transfer of his duties in case of illness, business trip or vacation.

In particular, attention is paid to describing the working interaction of the brand manager with other employees of the organization in the performance of his job duties.

If necessary, the composition of the information reflected in general provisions, the main provisions and regulations that the employee is guided by in their activities can be included, for example: the internal labor regulations, the regulation on the unit, regulations and provisions on core business processes, instructions for implementation certain types works.

Responsibilities and tasks

This section of the manual is basic. It is he who regulates the composition and amount of work that is entrusted to a specialist.

The main task of the position is to develop a brand, achieve very specific performance indicators, for example: nonsense is sold in the required volume, or its recognition among the target audience increases by a certain percentage, or the market share increases.

What responsibilities are most often determined by employers for this employee? It should be borne in mind that there are a lot of specializations in relation to this particular position.

This article presents the scope of universal duties of a specialist without taking into account the narrow specifics:

Brand development.
Organization and conduct of marketing research.
Management of the marketing budget required for the development and promotion of the brand.
Brand development and promotion.
Evaluation of the effectiveness of brand promotion.
Participation in pricing by brand.
Planning and reporting.

Requirements for a specialist

Most often, employers would like to see specialists with higher education... In this case, several specializations are allowed, for example: economic, marketing or advertising.

Work experience also matters, and is most often defined as a minimum of two or three years.

The broader and more complex the specialist's functionality, the more stringent the requirements for work experience can be.

Knowledge of a foreign language may become an additional and essential requirement.

TO important knowledge required for the performance of the duties of the position, it is possible to attribute the knowledge:

Industry market.
Sales market.
Market assessment technologies, trends in its development.
The company's competitors and the characteristics of their behavior in the market.
Technologies and methods for conducting marketing research of the market, analyzing competitors, searching and collecting information from various sources.
Methods for processing and analyzing marketing information, working with large amounts of data, forming and maintaining databases, including using special software.
Technologies and methods of pricing.
Methodological foundations of marketing activities.
Marketing and Advertising Campaign Methods
The psychology of customer behavior.
Methods for determining the target audience.
Assortment and basic characteristics of goods and services.

The skills include the ability to:

Conduct marketing research.
Organize interaction with contractors.
Develop technical specifications.
Plan and approve a marketing budget.
Develop advertising and marketing campaigns, control their implementation.
Evaluate the effectiveness of marketing activities.
Develop loyalty programs.
Assess market capacity.
Define target groups and their main characteristics.
To develop a brand book, logo, slogan.
Negotiate with contractors and partners.
Develop standard commercial offers and presentations.
Develop training programs for the brand and its characteristics.

Responsibility and rights

Since the brand manager works with commercial information, and is generally quite deeply immersed in the company's business, it is better to specify the section related to the description of responsibility.

For example, you might include the following liability parameters in a section:

high-quality performance of their duties;
completeness and relevance of databases on competitors;
timely market research;
non-disclosure of confidential information about the activities of the Company and its divisions.

Brand manager rights may include the right to:

to request and receive from divisions and employees of the company reports, materials, information necessary for the performance of official duties;
interact with third parties and represent the interests of the company to complete work tasks;
sign documents within their competence;
make suggestions for improving the work of the company.

Pros and cons of working

What are the advantages of working in this position that attract specialists? Of course, these are interesting and ambitious tasks. Effective brand managers who have made their brands famous and successful become specialists with weight in the professional community. Employers are fighting for them, sometimes resorting to the services of bounty hunters to get professionals on the staff of their company.

The second plus is the ability to interact with market experts, the first persons of enterprises, which always leads to an expansion of the range of professional contacts and connections.

The third is opportunity to see the world, especially if the brand manager works in foreign company or its representative office.

If we talk about the cons of work, then this is, first of all, high workload and high labor intensity... When working in marketing, the issue of the timing of the task is always acute, and there is absolutely no time for the brand manager to relax.

The second significant disadvantage is irregular work schedule, because of which specialists often do not have enough time to, for example, engage in self-education, which is an important factor for achieving significant success in the profession.

This video contains information on how a brand manager works and what he does.