A brand manager is a person on whom the popularity of a company's products depends.
In this article, we will tell you what functions are assigned to a brand manager, how to measure the effectiveness of his work, and what questions to ask a specialist during an interview.
WHO IS A BRAND MANAGER
Its main task is to strengthen the brand's position in the market. By the way, unlike a marketer, a brand manager understands a product at the manufacturer's level. And another brand manager:
Uses all available methods to popularize the company's products;
- Takes on both strategic and organizational functions;
- Systematically analyzes supply and demand for specific products;
- Takes concrete steps to implement the company's promotion strategy.
Now I will tell you exactly who needs such a specialist. And then suddenly you have already postponed all important matters and started looking for a manager's brand for your company.
In the hope that he will certainly be able to sell the very product that has been gathering dust on the shelf for many years.
A brand manager is needed:
A company producing mass products. You need to be able to detach from competitors and strive for market leadership;
Cloud services. There is also great competition, so a competent market positioning strategy is needed ;
Large industrial companies. The brand manager's efforts are focused on maintaining the reputation and profile events.
- No brand manager needed:
- Intermediaries (outbid);
- Small business;
Craftsmen
In general, I want to say that such a specialist is in demand among medium and large-scale manufacturing companies.
Therefore, if you consider yourself to be such and are determined to hire, then the most interesting thing awaits you further.
HOW MUCH TO PAY
The profession of a brand manager is a very responsible position, so experienced professionals in this area earn good money. In the capital, this profession is more expensive than in other cities.
No work experience. At the beginning of a career, the salary is about 65-100 thousand rubles. In this case, the brand manager must be able to present the product to potential customers, as well as track the brand's reputation on the network;
Mid-career. The income of a specialist with experience fluctuates in the range of 100-150 thousand rubles. Such a brand manager manages the brand and maintains business performance at a given level;
Experienced. A brand manager with many skills and practice earns 150-300 thousand rubles. In this case, the specialist must be able to develop a brand concept, as well as deeply analyze the market.
In St. Petersburg, brand managers are paid about 30% less. If in Moscow the salary of a specialist starts from 65 thousand rubles, then in St. Petersburg from 50 thousand rubles.
In the regions, such vacancies are much less common and the initial wage level is 50-60 thousand rubles, and the ceiling is about 100 thousand rubles.
WHAT TO PAY A SPECIALIST FOR
In this chapter, I will tell you about the functional responsibilities of a brand manager, so that you understand what to pay him money for.
By the way, below you can download a full-fledged job description and not waste your time looking for it on the Internet.
A complete list of what a specialist does, or rather his job duties and functions, is determined by the job description, it is higher.
I advise you to carefully study the list of skills and make adjustments according to your specific business.
Yes, yes, you heard right, there is no standard job description, and now I will explain why.
Example 1. Manufacturing. If you are making food or drinks, then the brand manager will pay considerable attention to market analysis and work with merchandisers.
Example 2. Services. In IT companies, a brand manager devotes a lot of time organizing and holding conferences, internships, and other training events.
Example 3. Retail. The specialist has to maintain stable consumer engagement, anticipate trends, and wage tough competition.
Well, now, I think, everything fell into place. Therefore, before drawing up a full-fledged job description, you will have to analyze the business and identify all the tasks for the future specialist in accordance with the specifics.
Main functions
I know that the responsibilities are a little blurry since everything depends on many factors.
But the specialist's functionality can be formulated more precisely. So this is what a brand manager does.
1. Monitoring the company's reputation
The brand manager instructs his subordinates to do this, or he himself, using the software, monitors what is being said about the brand on the Internet.
In addition, he monitors the offline reputation. The purpose of such observations is the timely tracking of the negative and prompt measures to eliminate it.
2. Analysis of the market, trends, competitors
The brand manager should be aware of everything that may be associated with the product that he is promoting.
He is interested in absolutely all market players. It is important to have a holistic picture in order to successfully adjust your promotion strategy.
3. Formation of prices and an assortment
The brand manager determines prices based on market analysis and also participates in the development of new products.
At this stage, the brand manager works closely with the marketers and production department.
4. Brand planning
The specialist plans in detail the steps to develop the brand and develops a set of measures.
He is responsible for what products are seen today and after a certain period of time.
5. Marketing activities
The brand manager is always in the thick of things. He holds meetings with partners, training events, pr-actions.
The specialist makes sure that every detail of the event strictly corresponds to the specifics of the brand.
6. Working with merchandisers and managers
The brand manager informs the employees about the features of the presentation of the product. He explains what to focus on in product presentations and how to present it on store shelves.
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