People who work in brand management, whether in a junior, assistant or manager’s position, are responsible for conveying the right brand image to consumers in order to increase product sales and improve market share.
They are also known as product managers. Duties may include:
- researching consumer markets and monitoring market trends
- looking at the pricing of products and analysing the potential profitability
- exploring new ways to communicate with customers
- generating names for new and existing products and services and coming up with packaging designs
- overseeing advertising and marketing
- liaising with art designers, copywriters, media buyers and printers
- supervising the sign-off of marketing literature and campaigns by liaising with legal and compliance personnel to ensure the designs and messages meet the company brand and regulatory guidelines
- monitoring consumer reactions through focus groups and market research
- co-ordinating the internal launch programme to employees.
Brand managers usually work 9.00am to 5.00pm, Monday to Friday. Putting in extra hours is sometimes necessary to meet creative deadlines. They regularly travel to attend meetings with creative agencies. Overseas travel may be required for people working on international brands.
Skills and personal qualities
A brand manager should have:
- an instinctive feeling about future product concepts
- strong marketing skills
- analytical, creative and entrepreneurial skills
- an eye for detail
- excellent communication and listening skills
- enthusiasm for their product area.
Employers cover most industry sectors, including manufacturing and retailing. In-house positions are available in most large commercial marketing departments. Other employers include advertising and specialist brand consultancies, although they tend to seek experienced people. Competition for brand management positions is high, and most people move into it after gaining experience in product development or marketing.
There are no set entry routes for brand managers, but the majority have a degree in business studies or marketing, as well as business and marketing experience. There are options for non-graduates, which include taking a professional marketing qualification whilst working in a more junior post.
Employers usually provide comprehensive on-the-job training in their product, pricing and marketing departments. This is often complemented with study towards a professional marketing qualification. These range from introductory certificates to advanced level qualifications.
Hours and environment
Brand managers usually work 9.00am to 5.00pm, Monday to Friday. It’s often necessary to work longer hours during a product launch to meet creative deadlines. Part-time work and job sharing may be possible.
Although office based, brand managers usually represent the company at all creative meetings, including photo and film shoots. This can involve frequent travel within throughout Ireland. Hosting a product launch event, attending research focus groups or visiting a trade show exhibition may involve some evening and weekend work. Those managing international brands may occasionally travel overseas.
With experience, junior brand managers may be promoted to a more senior role, possibly overseeing a group of brands or even the company brand. Senior brand managers typically work towards the CIM Professional Postgraduate Diploma in Marketing (DipM), which is recognised internationally. Some experienced brand managers move towards consultancy work or set up their own specialist agency.
Salary and other benefits
These figures are only a guide, as actual rates of pay may vary, depending on the employer and where people live.
- Assistant brand managers usually earn between €25,000 and €30,000 a year.
- Brand managers with three years’ experience in product management or marketing can earn between €35,000 and €40,000.
- A senior brand manager responsible for a number of product groups can earn up to €50,000 or more.
- A group brand manager can earn in excess of €65,000.
Skills and personal qualities
Brand managers need:
- an instinctive feeling about future product concepts
- strong marketing skills and knowledge
- creative, entrepreneurial thinking
- good analytical skills
- an eye for detail
- excellent communication and listening skills
- a solid understanding of product development
- the ability to work well in a team across all areas of the business
- leadership qualities, inspiring others
- energy and passion about their product speciality
- to be organised, flexible and methodical
- strong budgeting skills
- to feel confident making presentations in front of people.
Interests
It is important to:
- be interested in what product competitors are doing
- enjoy working in a busy, deadline-driven, creative environment.
Getting in
Most marketing departments in large organisations employ at least one brand manager and potentially two to three juniors. They may sometimes be marketing managers or executives that take additional ownership of a particular brand.
Employers cover most industry sectors, including manufacturers and retailers of food, drink, clothes and electrical products, and companies involved in providing financial services, travel, leisure or entertainment. Brand managers may also be employed in- house by public sector bodies, charities and business-to-business service providers, such as IT, training and recruitment firms. Marketing agencies and consultancies that specialise in brand management usually look for candidates with marketing and commercial experience.
Entry routes
There are no set entry routes for brand managers. Many transfer in from product or marketing roles. Employers often value business awareness and evidence of good interpersonal skills just as much as academic qualifications, with many setting their own entry requirements.
Graduates, especially those with marketing or business studies orientated degrees may be at an advantage.
Useful Links: