The brand name of a product is as crucial as the qualities of the product. A brand name is the identity of a product. It is a name, symbol, and design which distinguishes the product from other similar products available in the market.
There are several substitutes for one product that is available in the market. Therefore, companies require a unique name, which gives it a unique identity in the market. In the old times, when the competition was not severe in the market, and most of the companies had a monopoly, companies did not emphasize selecting the brand name and logo. But now the times have changed so is the method of doing business for companies has also changed.
Advertising and marketing have changed the way people look at the products of a company. Now people make their purchasing decisions based on the popularity of a brand. People buy products from mobile phones to running shoes influenced by the brand names of the products. Because of this, the role of a brand manager becomes essential in a company.
The position of brand manager was not significant when people were not conscious of the brand of the things they were buying. But, in present times, companies require people with the right skills to fulfill the expectations of their customers and to attract more customers. In this article, you will learn about the vital role of a brand manager in a company.
Role of a brand manager
1. Design the brand name and identity
Designing the brand name and logo of a brand is an essential role in the job of a brand manager in a new company. A company that is trying to establish its name and identity in the market requires the expertise and skills of professionals to choose the right name and right marketing.
Therefore, the role of a brand manager becomes crucial in any new organization. A brand manager is required to establish communication between the founders of the company and the creative team. So that right and unique brand name can be selected which reflects the philosophy of the organization.
2. Learn about the current and future market trends
A brand manager is required to keep a check on the current as well as future market trends. He is expected to prepare business and marketing strategies to maintain the position of the company in the market. This information is essential to make the right production decisions and developing sales plans.
3. Communicate with different departments
It is the role of a brand manager to communicate with various departments and share the knowledge collected by him about the market trends with them. Sharing this information is necessary to make the right decisions. Every department has an important role to play in the success of a business.
For example,
- The marketing department will prepare its marketing strategy using this information.
- The sales department is required to know the current market to create the right sales pitch for customers.
- The production department is needed to make production decisions to meet the demand of the market.
Therefore, the role of a brand manager becomes vital in an organization.
4. Keeping an eye on the business strategies of other brands
A brand manager is not only required to focus on the brand of his organization but is also needs to track the business strategies of other competitor brands.
This information is crucial for a brand to give competition to the different brands and to keep their customers from going to them. In this way, they stay active in the market and provide a competitive edge to their competitors.
5. Protect the image of the brand
It is part of the job of a brand manager to protect the image of the brand. The image of the brand in the market is similar to the image claimed by the company. The brand manager adopts different strategies to improve the image of the brand and to attract potential customers.
In addition to this, the brand manager deals with all the rumors about the brand in the market and takes the required steps to settle those rumors.
6. Communicate with different marketing and advertising agencies
Many brands outsource their work of marketing and advertising to specialist companies. However, these companies work as an integral part of the organization and take instructions from the brand manager.
It is the role of a brand manager to explain the marketing and advertisement requirements to these agencies. In addition to this, all advertisements are approved by the brand manager before presenting it to upper management.
7. Plays an essential role in top management
A brand manager is an integral part of upper management. He shares crucial information about key brand activities with upper management. The upper management should be made aware of all brand activities like advertising campaigns, marketing strategies, etc.
The brand manager also answers the queries of top management, and being the head of the creative department presents all the creative ideas to the management.
8. Manages budget for marketing and advertising
A brand manager is responsible for deciding the budget for marketing and advertising. He decides the budget for every marketing and advertisement campaign and makes sure that all activities performed are within the budget.
9. Perform a key role in creating business opportunities
Being the head of a creative department, a brand manager plays an essential role in creating new business opportunities for the company. He also assists in deciding the price and design of the product based on the current trends in the market.
Besides, taking care of the brand image and marketing strategies, he keeps looking for business opportunities for the growth of the company.
10. Communication with consumers
A brand manager is not only responsible for satisfying the management but also plays an essential role in keeping the consumers satisfied. He establishes a connection with consumers through different platforms and helps his team to tackle complicated customer queries.
Keeping consumers happy and satisfied is on the priority job responsibilities of a brand manager. Therefore, he runs various campaigns so that interaction with customers can be established.
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