How Do I Become a Brand Manager?

The concept of brand manager was born in 1931. The founder was Neil McIlroy, who is responsible for the sales of Camry soap in Procter & Gamble. Brand managers can be divided into 4 types: creating brand, maintaining brand, linking brand, and combining brand. Brand managers should have the ability to communicate and cooperate, plan and judge, and fully understand the product.

Brand manager

The concept of brand manager was born in 1931, the founder is the United States

Brand manager

The concept of brand manager was born in 1931, the founder is the United States

The brand manager is the company's product for each brand or

The role of a brand manager in an enterprise varies depending on the stage in which the enterprise is developing. Generally speaking, brand managers can be divided into four types: creating brand, maintaining brand, linking brand, and combining brand. Brand managers are also divided into the following categories. One is the global brand manager, which manages global brands. Its task is to ensure that branches in various countries cooperate with the implementation of the company's overall brand strategy, and to promote cross-border brand management advanced methods to communicate within the branches. Another category is called brand category managers, which are set up to improve the efficiency of distribution and logistics. For example, Smith

To become a qualified brand manager, you must have the ability to communicate and cooperate, have good planning judgment, and have a comprehensive understanding of the product situation. Specifically:

From the perspective of the brand nature of the brand manager, there are those who manage the company brand and those who manage the product brand.

Corporate brand management often does not involve the company's specific business, such a function position may only be available in larger companies. The brand manager should belong to the company's Middle Manager Level, too low to coordinate daily work.

In the implementation of strategic decomposition, market strategy formulation, and brand strategy formulation, the specific work performance is as follows: decomposing the company's development strategy; strategically managing the company's brand, establishing and strengthening the brand image, and interacting with the image of the target audience Carry out continuous and effective communication activities to establish and maintain brand assets; determine the brand's products and market scope, assist the company to make diversified products and make correct decisions in a market environment to promote the company's strategic goals. For corporate CI development and management:

At the level of brand strategy implementation, its specific work performance is

1. Determine the Brand Identity System; develop brand promotion creative strategies and media strategies according to the brand development strategy; implement and supervise the management. Coordinate other communication and promotion tools such as PR and brand tone relationship;

2. Brand research

Responsible for qualitative and quantitative research through industrial advertising and media monitoring. Analyze its SWOT. To serve as a reference for the development of the brand's long-term strategy. Provide direct information and data for brand equity establishment and brand management.

3. Perfect

The marketing manager is responsible for a department or strategic business unit, so he is more concerned about the governance of the product "portfolio" and the long-term strategic direction of his business group. The brand manager is only responsible for a single product or a closely related

Keep improving attitude, keen market insight and mature expression skills are

In the mid-1930s, the role of brand manager first appeared in P & G (later the first brand manager became the general manager of P & G). The duties of a brand manager include both long-term brand planning and short-term brand building tasks. Many companies do branding with a view to increasing sales in the short term. Such as creating and maintaining brand consistency, brand positioning, brand budgets, media collaboration and

Company vision and brand unity ?? To build a brand, the company must first define its mission and vision, so that it can clarify the positioning of the brand. Brand managers should try to make all employees aware of the importance of the brand and understand what their brand represents. Once the company has reached a common mission and vision, the brand manager can communicate the brand image issue with the 4P (product / product development, promotion / promotion / advertising, channel / packaging / display, and price / pricing) departments.

Brand Customer Relationships Brand managers should focus on customer needs. Accurate market research is essential to meet customer needs.

Communication? It is the responsibility of the brand manager to plan and implement an effective combination of media / timing / advertising / information. Carefully evaluate the advertising company's plan to ensure the consistency of advertising and brand information.

Enlist the support of senior management and employees? The ideal situation is that the company's CEO is a marketing expert and he assumes the responsibility of brand manager, but this is unlikely. The person appointed as the brand manager has several main tasks: formulate an integrated brand strategy, show the importance of this strategy to the top management, and finally give all employees a passion for implementing the brand strategy and let everyone understand their role in the overall brand strategy effect.

Product characteristics Brands must have product characteristics as a support, it needs to be beautifully designed and functional to meet the needs of target customers. A brand manager can convince customers to become advocates of a brand only if he is convinced of the quality of the product.

Pricing? Brand managers need to ensure the consistency and competitiveness of product pricing and communicate correct product quality information to customers.

The distribution channel products can only be profitable if they enter the circulation channel! Therefore, the brand manager must ensure that the product is delivered to the target consumer in an appropriate form in the shortest possible time.

Fight for financial support? To gain brand awareness, you must have sufficient funds to invest in advertising and promotion. This requires brand managers to have two financial abilities, one is to seek high-level budget support, and the other is to use the budget funds managed by the brand carefully.

Brand protection advises brand managers to register brand trademarks in all countries! Otherwise, there will be trouble in the future.

Examining the operating environment? Brand managers of multinational companies must not only remain sensitive to the economic and political environment of the target market, but also pay attention to their cultural and technological changes.