- Identity is important for any product in today's competitive marketplace. Brand managers are concerned with creating a lasting impression among consumers and improving product sales and market share.

- A brand manager monitors market trends and oversees advertising and marketing activities to ensure the right message is delivered for their product or service.

- They work closely with many teams, including product developers, researchers, marketing personnel and creative agencies to make sure their company brand values and image are followed.

- Developing Brand strategies marketing and media strategies. Responsible for Achieving Brand Targets, Develop Annual brand plan & budget for executing all marketing activities Involved in pricing decision along with Management.

- Overall management of brand guidelines (ATL/BTL) on all properties across media channels.

- Developing creative communication, packaging.

- Media planning TV/ Press / Radio/ Outdoor/ Digital.

- Responsible for coordinating with cross functional departments for smooth process in development and execution. (Sales, Admin, Purchase, Production).

- Explore potential areas/categories and develop new products & category lines (could be new brands or existing brands new categories)

- Regular field visits to understand the changes, needs & research on competition to identify opportunities & consumer insights

- Regular interactions with the creative agency, media agency, online agency, outdoor agency, PR agency, event management agencies, research agency

- Also known as product managers, brand managers are often responsible for overseeing the entire creative process for a single product, or group of products and services. They may work:

In either case, typical tasks are likely to include:

- Researching consumer markets, monitoring market trends and identifying potential areas in which to invest, based upon consumer needs and spending habits

- Looking at the pricing of products and analyzing the potential profitability

- Generating names for new and existing products and services, coming up with ideas for new packaging designs, including shape, size, colors, fonts and imagery

- Overseeing the production of TV adverts, newspaper and magazine advertisements, direct mail packs, email campaigns, websites, exhibition stands, road shows and liaising with art designers, copywriters, media buyers and printers

- Checking marketing copy

- Supervising the sign off of marketing literature and campaigns, liaising with legal and compliance personnel, ensuring the designs and messages meet the company brand and regulatory guidelines

- Monitoring product distribution and consumer reactions through focus groups and market research

- Coordinating the launch programmer to external customers as well as employees.

- The job can involve working with in-house marketing and communications people, as well as legal and compliance staff and numerous creative agencies. It is usual for the brand manager to represent the company at all creative meetings, including photo and film shoots.

- Most marketing departments of a large organization employ at least one brand manager and potentially two to three juniors. Sometimes, they are marketing managers or executives with additional responsibility for a particular brand.

Skills and personal qualities

A brand manager should:

- Have an instinctive feeling about future product concepts

- Have good analytical skills

- Be a good listener, able to respond to results and consumer research

- Be an excellent communicator, both verbally and in writing

- Be able to work well with a wide range of people from different parts of the business

- Be a team leader, able to inspire others

- Be able to manage different projects at the same time

- Be energetic and passionate about their product specialty

- Be organized and methodical

- Be able to work well under pressure

- Have good presentation skills.

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