What is a product manager?

A product manager oversees the work related to developing product ideas, implementing those ideas and marketing them to consumers. Depending on the nature of the product, individuals in this position might work with technical development teams, research and development teams, production departments, and marketing, sales and customer service teams.

Duties of a product manager typically include:

• Conducting marketing research

• Analyzing data to draw conclusions about needed products and product changes

• Reporting customer and market data to design and development teams or business leaders

• Creating marketing plans regarding products

• Implementing or overseeing marketing to support the success of new products

What is a brand manager?

A brand manager works to maintain a product or company’s desired brand. They may be involved in some of the same research as a product manager, but their scope of work is often more broadly focused.

Responsibilities of a brand manager might include:

• Conducting market research to understand how consumers perceive a brand and whether brand messaging is effective

• Developing marketing and advertising strategies to support brand recognition and loyalty

• Creating content for marketing or providing input to content marketing teams

• Managing brand marketing budgets

• Managing relationships with publications, influencers and media outlets to enhance brand reach

Similarities between product managers and brand managers

Brand management and product management typically have skills overlap. Both roles require strong strategic planning , communication and market research skills. They also focus on customer or client needs.

Product managers consider what products positively impact customers, and brand managers want to understand how the target audience sees and interacts with the brand.

Both product and brand managers typically work with cross-functional teams, including marketing, customer service and sales, and they need a long-term understanding of business goals.

Differences between product managers and brand managers

Despite potential overlap, brand and product managers typically have different responsibilities, success metrics and average pay. Understanding the roles’ differences can prepare you to write applicable job descriptions for your roles, evaluate and interview candidates and hire the right candidate for your team.

Primary focus

While both positions focus on customer impact, product managers evaluate how products create that impact. Brand managers focus on the brand’s reputation and image. A product manager considers product features and pricing, while a brand manager considers competitor research, brand messaging and identity.

Pay

According to Indeed Salaries, the average salary for a product manager in the United States is $121,164 per year. The average brand manager salary is $91,285 per year.

The earnings for these roles depend on location, the role’s responsibilities, your business type and the experience of your new hire.

Measure of success

Product managers typically measure success based on how well the product is adopted by the target audience , as well as customer retention, customer satisfaction and product-related revenue.

Brand managers are typically evaluated based on brand awareness, brand loyalty, customer perception and market share.

Short- or long-term focus

Brand managers tend to have a long-term focus. They work to maintain consistent messaging and support long-term brand goals beyond the specific needs for individual products or product lines.

Conversely, product managers usually have short-term goals based on the product roadmap. Once certain milestones are reached, they may start managing other products.

Product manager vs. brand manager: Which one to hire

Now that you understand the difference between a product manager and a brand manager, consider the benefits of hiring each.

Benefits of hiring a product manager

Consider hiring a product manager if your team needs help creating a strategic vision and consistent focus for product development and launches. You might enjoy the following benefits when hiring a product manager:

• Improved communication and collaboration related to product development and marketing

• A better understanding of customer needs and how to meet them

• A potentially decreased time-to-market and better revenues

You may need a product manager if your business and marketing challenges relate to a single product, an upcoming product launch or a specific product line.

Benefits of hiring a brand manager

Some benefits you may experience after hiring a brand manager include:

• More consistent brand identity

• Better brand awareness

• Enhanced customer loyalty and a stronger connection with your target audience

You may hire a brand manager if you want strategic marketing oversight and guidance and more proactive protection for your brand image.

How to choose between a product manager and brand manager

When choosing a brand manager vs. a product manager, put your business needs and goals first. Smaller businesses may want to invest in the position that’s most likely to lead to immediate growth. Whether that’s a product or brand manager depends on your focus, how you gain new customers and your growth strategy.

FAQs about product managers versus brand managers

Can product managers make good brand managers, and vice versa?

Candidates who might make strong product managers could transition into brand manager roles. The same is true the other way around. Both marketing roles rely on similar skills. If your employee is committed to learning new things and thinking from a different perspective, they might successfully cross between these roles.

Who do product managers report to?

It depends on the type of product being managed and the overall structure of your teams. Product managers may report to product directors or other leaders in marketing or operations.

Who do brand managers report to?

Brand managers typically report to a marketing director or executive, such as the vice president (VP) of marketing or branding. In smaller businesses, they may report to the business owner or an operations director.