Brand Manager Job Description: Top Duties and Qualifications

Last updated: June 22, 2022

A Brand Manager, or Brand Strategist, is responsible for maintaining a company or individual’s public image through the implementation of marketing initiatives. Their duties include communicating with company executives, marketing personnel and public figures, completing research into industry trends and public perception and aiding in the creation of marketing and advertising campaigns to strengthen their client’s brand identity.

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Brand Manager duties and responsibilities

A Brand Manager’s duties are wide-ranging and typically extend to various areas of their industry. Throughout the day a Brand Manager may find themselves stocking shelves with new merchandise, interacting with journalists and performing trend research. Individuals in this role are generally responsible for fulfilling the following tasks:

  • Developing custom marketing and advertising strategies
  • Creating designs and layouts for media outlets
  • Writing pitches, blog posts and articles
  • Making decisions about the cost of branding and analyzing trends in customer spending
  • Building relationships with influencers, journalists and media outlets
  • Overseeing social media accounts and ensure brand consistency
  • Conducting meetings with clients
  • Overseeing marketing staff

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What does a Brand Manager do?

Brand Managers typically work for corporations and marketing firms to uphold and promote the brand image of their employer or clients. They work closely with the marketing, advertising and sales departments to provide a sense of direction for their brand. Their job is to use their marketing and industry expertise to set budgets for campaigns, organize promotional events for products and encourage brand uniformity across marketing initiatives. They may also create logos, packaging designs and forms of content like blog posts and social media posts if needed.

Brand Manager skills and qualifications

A Brand Manager must possess a wide variety of skills in order to compete in an industry where knowledge enhances performance. A great Brand Manager can relate to other roles on many different levels. They should have the following skills to build an atmosphere of creative development and brand success:

  • Creative thinking
  • Excellent written and verbal communication skills
  • Analytical thinking
  • Strong leadership and project management
  • Product packaging and retail knowledge
  • Great at multi-tasking and delegating
  • Organization and responsibility
  • Collaboration and teamwork

Brand Manager salary expectations

A Brand Manager makes an average of $75,261 per year. Salary may depend on level of experience, education and the geographical location. 

Brand Manager education and training requirements

In order to succeed as a Brand Manager, a bachelor’s degree in business, journalism, marketing or a related field is strongly encouraged. Some employers or clients will show preference for individuals with a master’s in business (MBA). Both Brand Managers and Brand Manager hopefuls have the option of expanding their knowledge and keeping updated with evolving marketing practices by taking workshops or certification courses offered by various colleges and institutions.

Brand Manager experience requirements

Brand management is a high-ranking job title that typically takes a minimum of five years to attain. Some companies or potential clients will lean towards individuals who have previous brand management experience or who have gained practical knowledge in the marketing or publicity fields. How much Aspiring Brand Managers can advertise their services on a freelance basis or take on pro-bono work for entrepreneurs, small businesses and charities can also help them attain a position.

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Frequently asked questions about Brand Managers


What is the difference between a Brand Manager and a Marketing Manager?

The difference between a Brand Manager and a Marketing Manager is that Brand Managers typically work under the authority of Marketing Managers. Despite the difference in seniority, Brand Managers and Marketing Managers have a lot of similar job responsibilities. One way to differentiate between their responsibilities is by looking at the scope of their work. 

Brand Managers usually monitor product sales and make comparisons between the company’s products and practices and their brand identity. In contrast, Marketing Managers assume a leadership role in addition to their job responsibilities. They hire marketing employees, hold department meetings and ensure that the department understands the company’s marketing goals.


What are the daily duties of a Brand Manager?

A Brand Manager’s day typically begins by reviewing the status of marketing campaigns. They also take time to review competitor data and company reviews to gauge the public perception of their company versus competing corporations and products. Throughout the day, they participate in meetings with company executives and members of the marketing department to determine the best ways to present their company moving forward. A Brand Manager also uses any additional time during the day to come up with advertisements, content ideas and other creative ways to strengthen the company’s brand identity.


What makes a good Brand Manager?

A good Brand Manager is someone who displays a passion for your company, its products and services. They use this passion to develop ways to expand on a company’s brand image and goodwill. A good Brand Manager should also have a creative mindset that enables them to view your company through the eyes of the consumer. This allows them to contribute useful ideas to your marketing, advertising and sales tactics. 

A good Brand Manager should also be able to identify potential errors in their ideas and revise them accordingly. Being able to admit that a particular idea or initiative didn’t work means they can create a more refined brand strategy for the company.


What should you look for in a Brand Manager's resume?

When reviewing a Brand Manager candidate’s resume, you should be sure to highlight any relevant qualifications and character traits that would make them suitable for the role. For example, when someone describes themselves as innovative, detail-oriented and analytical, this implies that they can offer creative ideas and review large portions of data to make assessments.

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