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Brand Manager

Education and Training: Bachelor’s degree in business administration or management
Average Salary: $90,000
Job Outlook: Good

A brand manager is responsible for making sure a product has a clear identity. This is important as it will ensure that the product is able to create a lasting impression on potential consumers, which will help improve sales and that product’s share of the market. In order to achieve this, a brand manager has to be able to spot market trends, and must oversee all marketing activities and advertising to ensure their product is being marketed in the correct way, and that consumers receive the right message.

Anyone wishing to become a brand manager needs to be able to analyze data, and to be able to assess the current market. They also need to be able to instinctively recognize which products will succeed, and must be adaptable in order to respond to consumer research. They need to be enthusiastic, and to be able to communicate this enthusiasm to others, and obviously they need good communication skills and very good written skills. Brand managers are employees by manufacturers and retailers as well as advertising and specialist brand consultancies.

Education and Training Requirements

There are no specific qualifications for brand managers, but most people who have made this their career have bachelors degrees in business studies or marketing. They may also have achieved professional marketing qualifications. A lot of the training is done on the job, and there are courses organized by professional organizations.

Getting the Job

The majority of people who move on to become brand managers have gained experience in marketing or product development, and have to work their way up to this position.

Job Prospects, Employment Outlook and Career Development

The majority of brand managers will begin their careers in junior positions, and as they become more experienced the more qualified will go on to more senior roles. More experienced brand managers can go on to oversee a group of brands, or may even be in control of a company brand.

There is the opportunity for experienced and highly qualified brand managers to do consultancy work, and some will go on to set up their own specialist agencies.

Working Conditions and Environment

Working conditions are likely to be pleasant in well-equipped and comfortable offices, and the majority of brand managers work normal office hours, although evening and weekend work may be occasionally necessary in order to meet deadlines. They may also be required to attend exhibitions, conferences, and product launches and may have to travel to attend meetings with creative agencies. Brand managers who work on international brands may sometimes get to travel overseas.

Salary and Benefits

The average salary of a brand manager is around $90,000, although junior brand managers with less than four years’ experience may start on considerably less, while brand managers who are in charge of overseeing well-known brands could earn considerably more.

This is a management position so benefits are likely to be considerable, and may vary according to the size of the organization. At the very least a brand manager is likely to get health and dental insurance, paid vacations, and quite possibly contributions to their retirement plan. They are also likely to receive at least part of their salary in bonuses.

Where to Go for More Information

American Association of Advertising Agencies
405 Lexington Ave., 18th Fl.
New York, NY 10174-1801
(212) 682-2500

Ferris State University
119 South St./BUS 212
Big Rapids, MI 49307-2284
(231) 591-2427

Public Relations Society of America
33 Maiden Lane, 11th Fl.
New York, NY 10038-5150
(212) 460-1400

Additional topics

Job Descriptions and Careers, Career and Job Opportunities, Career Search, and Career Choices and ProfilesSales & Marketing