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The consumer in the modern world encounters various brands every day. They are found among everyday products, technology and electronics, services and even industry. Some brands have gained worldwide fame, while others are known only in narrow circles. Increasing recognition is a continuous, complex process that must be under the control of a competent specialist. This is exactly what a brand manager does. We will tell you more about this specialty, why it is needed for business and what the responsibilities of such an employee are in today's article.
Brand manager - who is it?
The main task of a specialist in this field is to constantly promote and popularize the brand, participate in the promotion and strengthening of positions in the market. His work consists of:
in the analysis of sales data, customer feedback and competitors' work;
development of new development strategies taking into account the analysis conducted and current trends;
creation and implementation of promotional campaigns;
monitoring the implementation of planned activities.
Of course, not one manager takes part in all these processes. Their implementation requires coordinated work of the company's employees and third-party specialists. But organizing and coordinating their actions is the main task of the brand manager. It is under his competent management that the team implements all activities in accordance with the plan. He sets tasks, makes technical specifications for the performer, accepts the work.
The word of such a specialist is also decisive in matters of interaction with consumers. He wordpress web design agency determines in what direction the brand will develop, what new products will be released and in what price range, establishes sales channels and requirements for brand presentation, decides which contractors will be involved and under what conditions.
In other words, a brand manager is the custodian of the brand, its educator and guardian. He bears full responsibility for the success of the "ward".
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What qualities should he have?
A competent brand manager should have a systemic mindset, be able to build hypotheses and critically evaluate information, and will also need management skills and experience in successful public speaking. A brand manager should make non-standard decisions and work in multitasking mode. It is important not to be afraid to offer creative ideas and take on their implementation, have good taste and be well-versed. Often, brand managers are the most proactive people in an organization.
Job responsibilities
We have described an approximate portrait of a suitable candidate, and now let's talk in more detail about the responsibilities of a brand manager. Such a specialist must:
know the brand well and the products released under it;
be able to analyze the market;
develop promotion strategies;
develop promotions and events aimed at brand development;
analyze the feedback received from consumers and use this data to adjust work;
determine pricing policy and sales conditions;
forecast sales volumes through various channels;
allocate the budget wisely;
control the brand's position relative to competitors;
organize the work of colleagues and third-party contractors to implement planned activities;
know mathematical methods of marketing analysis;
prepare reporting documentation on the work performed for management.
Why is this specialty so important?
Today, it is very difficult to find a large organization that does not have a brand manager on staff. This can be explained by the fact that competition in any field of activity is too high and companies simply cannot afford to stop working to increase brand awareness. In addition, the tasks of a brand manager include not only popularizing a trademark, but also creating a positive image among consumers. His main goal is to prevent the degradation of the product, and to try with all his might to strengthen its position in the market. If the functions of such a specialist are distributed among other employees, one should not expect a high-quality result. By introducing a unit into his staff whose duties will be entirely aimed at product development, the manager can be calm, since this area will be under the control of the responsible person.
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發表於 19:05:04