The brand development department is in charge. Brand management as a specific function of modern management

1. The role of the brand manager in organizing brand management. Requirements for a brand manager. Functional apparatus of a brand manager.

The brand-mng directly manages the brand. Plays a key role in the process of coordinating the activities of all divisions of the company and all its employees involved in different operations.

His competence includes planning, organizing and controlling marketing activities, as well as supervising all processes at different levels of company management that affect the strategy of the brand under his control.

He determines all areas of work, carries out management and consulting activities, is responsible for brand development in all markets, and coordinates internal processes and decisions regarding the brand.

Works in collaboration with many functional services. His participation in the process of planning and sales management brings the brand-mnzh closer to the real situation and allows for the improvement of individual elements of the brand strategy.

The qualifications of a brand manager are determined by its ability to optimize marketing programs in the main areas - product, pricing, sales, and communication policies.

Requirements:
^ A professional brand manager must not only have information about all processes occurring in the company, including production features and technology, but also be able to correctly assess the market situation and tactically stay ahead of competitors. Initiative, communication skills, and stress resistance are also important.

Branding is an activity to create long-term preference for a product, based on the joint enhanced impact on the consumer of a trademark, packaging, advertising messages, materials and promotional events, as well as other elements of advertising activities, united by certain ideas and a characteristic unified design that distinguishes the product from competitors and those who create his image.

^ Rational school of branding

50s Associated with increased consumer activity of the population caused by the post-war revival. Advertising communications were simple and uncomplicated, rational arguments and demonstrative methods of presenting goods prevailed.

Represented by several currents:

1. 
   David Ogilvy linked the effectiveness of advertising communications with the characteristics of consumer perception. He believed that the words “new”, “economical”, “affordable” most appeal to the consumer and should be constantly used in advertising based on demonstration methods.
2. 
   Rosser Reeves developed the theory of a unique selling proposition. He believed that behind every advertisement there should be clearly defined properties of the product that distinguish it from others. But soon a lot of duplicate products appeared on the market; they were no longer perceived as original and unique.

^ Emotional School of Branding

Late 50s

Vince Packard, in his book “The Hidden Persuaders,” spoke about the emotional, image and psychological characteristics of consumer perception. Showed that the final benefits of consumers cannot be limited to physical satisfaction from the purchase, but must be supported by pleasure and emotional satisfaction. Rational arguments have given way to emotional benefits.

The methodological basis for advertising communications in the 60s was the theory of emotional selling proposition developed by Bartle Bogle Hegarty. Testimonies of famous people began to be used in advertising, forming a special stylistic perception of the properties and qualities of the product. The original musical design and advertising characters enhanced the emotional intensity of the advertised products.

Professional psychologists were involved in the work, qualitative research was actively developed, and focus groups were introduced.

In the 70s, a positioning approach was formed (Trout, Rice). According to the psychology of consumer behavior, a person perceives information in accordance with previous experience. The brain filters out additional, unnecessary knowledge. Therefore, a brand, once formed a position in the minds of consumers, is almost impossible to replace with another similar brand.
^ Social branding

In the beginning. In the 90s, a new social consciousness began to form, based on the negative consequences of industrial development of society, environmental pollution, epidemics, etc.

This served as the basis for the development of a new direction in branding - social or spiritual.

A new social and ethical concept of marketing was approved, within which firms emphasized the need to understand the socio-economic and civic position, responsibility for eliminating the negative consequences of production development, and environmental protection measures.

The dominance of advertising in communications has ceased to ensure the company's market success. Therefore, in the late 80s, a new concept of brand communications began to take shape (Schultz and Barnes). They showed that effective development of a brand in the market is ensured by the integration of all marketing components of a product, through which consumers come into contact with the brand - product, price, packaging, sales features, placement on the sales floor, employee attention, etc.
^ Modern branding concept

Based on a branded business vision and capital development. Proponents of a modern approach to the development of brand-oriented business models view branding as a strategic tool for generating company profits, which stimulates the development of media technologies and new business models with different approaches to creating brands.

Reflected in the works of Aaker, Murphy, Temporal, Gad, Ellwood and others.
Ticket 15.
^ 1. Brand management models: Western and Asian. Advantages and disadvantages

In world practice, two alternative approaches to managing a corporate portfolio of brands are used: Western (Euro-American) and Asian (Japanese).

^ Asian model involves focusing marketing activities on the corporate brand. All products and services produced by the company have one name, one identity, one set of values. In the middle of the last century, consumers began to pay special attention to quality, which could be guaranteed by large manufacturers. Therefore, most Japanese associate quality only with large companies.

Subsequently, companies began to add new products to a single corporate portfolio, thereby forming a system of sub-brands.

For Japanese consumers, a corporate name has a much greater associative load than the names of individual products sold by the company. Therefore, the advertising of Japanese companies much more often uses a corporate brand, which ensures consumer trust in all markets. For example, advertising “Toyota. Manage dream!" promotes the corporate brand without focusing on individual models.

Currently, the Asian model is becoming increasingly popular due to a number of advantages: a strong corporate brand is able to unite employees, shareholders, and business partners of the company; it helps to establish strong long-term relationships with suppliers and guarantees investment in the long term. Strong corporate brands gain public support and trust during crises. From an economic point of view, the process of creating and introducing new products under one name requires less costs and is faster than promoting several brands.

This model is attractive and effective, but failure to comply with basic branding principles leads the company to collapse (for example, Dovgan).

The development of diversified production makes it difficult to spread corporate identity across all sub-brands. It is difficult to promote a single corporate brand in several product categories. The Asian model is suitable for single-industry, non-diversified companies. It is easier to achieve brand identification and create a sustainable reputation within one product category. Another weak point is the top-down management hierarchy, which does not always reflect the corporate vision of the brand manager.

^ Western model is based on the concept of product differentiation. According to this model, the corporate brand is given a secondary role, while independent brands owned by the company come to the fore. Corporate brands in the West serve mainly as tools for building a company’s corporate image and reputation in the market.

The difficulties of brand management according to the Western model are associated primarily with the excessively branched structure of the brand portfolio, which often creates internal competition (subbreds of the same portfolio). Another disadvantage is the large number of costs associated with promoting each brand. Additional difficulties are created by intermediary and sales organizations that are trying to strengthen their own brands.

Thus, brand management according to the Western model is effective for manufacturers with fewer brands in the portfolio and using their own sales forces.
^ 2.Criteria and types of brands

In global branding practice, brands are classified into types based on certain criteria. Let's consider.

The concept of “brand” is very close in meaning to the terms “trademark” and “trademark”. However, the similarity is only external; there are fundamental differences between them.

Trademark - This is a legal term, the scope of which is limited by legal norms and regulated by the legislative framework. A trademark is a designation used to identify a product by consumers, which is subject to legal protection on the basis of the state. Registration.

^ Trademark- a marketing concept that is used to designate the external design of a product in order to identify it and distinguish it from competitors. A trademark is a complex of branded attributes of a product - symbol, color, font, corporate signature, as well as a slogan, characters and other characteristics identifying the product, forming its single holistic image. Individual elements of a trademark are subject to legal protection; as a rule, the brand symbol is registered as a trademark. At the same time, a trademark contains characteristics and features that are not protected under the intellectual property regime.

Often the term “trademark” is used in relation to trademarks of foreign companies operating in the Russian Federation in connection with direct translation (trade mark, in essence, is a trademark, but is translated as a trademark).

Brand- a broader concept and represents a kind of mental construct formed in the consumer’s mind as a result of mythologizing the consumer properties of a product. Brands are formed by opinions, feelings, emotions, imagination, so a brand is how consumers perceive it and what they think and feel about it.

In Russian branding practice, the question of the relationship between the concepts of “brand” and “trademark” often arises. There are different points of view on this matter. For example, according to one of them (Domnin), there are a number of criteria according to which trademarks can be classified as brands:

- brand identification by any sign – unmistakable recognition of the brand by consumers among other brands of the same category (color, smell, sales features, etc._

- connotative content of the brand – opinions, feelings, associations about the brand go beyond purpose, quality or functionality (“tea for intimate conversation”)

- presence of a group of loyal consumers (from 20% or more).

Brand management- brand management by owners and clients (including potential ones). Management refers to the process of targeted observation and influence on an object: target change/target refusal to change the object. The goal is to maximize brand assets, maximize the use of brand potential.

Brand management combines several key areas:

Also, brand management is the planning and overall coordination of the marketing activities of an organization related to a specific brand or portfolio of brands.

Encyclopedic YouTube

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  The emergence of brands owes much to the marks of medieval masters as evidence of the highest qualifications of the authors; the birthplace of their prototypes is ancient Eastern hieroglyphics.

  At the initial stage of development of economic theory, until the 4th century AD. e., in the Ancient World (Egypt, Babylonia, India, China, etc.) the fact of the development of control systems is reflected in the most ancient sign systems and can be traced in the form of a constant complication of thematic hieroglyphs in the process of the evolution of writing: from simple (graphemes) to compound (complex) . A hieroglyphic sign with the abstract meaning of “control” appeared several thousand years ago. Gradually, other graphemes began to be added to the determinative key “control”, creating new hieroglyphs according to certain laws. It turned out that these laws of improving signs and the created universal classifications of hieroglyphs could be applied to both pictograms and brands.

  Story

  Brand life cycle

  Brand management is, first of all, marketing support of a product, technology, corporation, territory, etc. at all stages of their life cycles. Management is carried out throughout the entire life cycle of a brand (Brand Life Cycle), its stages: the phase of introduction (introduction), the stage of growth in popularity and sales, the stage of maturity (saturation), the stage of decline, the stage of exit from the market. At each stage, a specific brand management concept is selected.

  Aspects

  Brand management is carried out at different levels: from corporate brands (English corporate brand), family brands (English family brand) to individual brands (English individual brand). A brand, which can become an ideal in the minds of consumers, is created using various methodological systems, strategies, concepts and brand management tools.

  Brand Strategy

  Brand strategy or brand strategy (formerly brand strategy) is a methodological tool of brand management. This is a long-term plan for creating and managing a brand, technology for the systematic development of a brand to achieve its goals. The brand strategy is built in accordance with the essence of the brand (English brand essence, English brand soul or English brand core) and the principles of competition.

  Brand Culture

  Brand Positioning

  Brand positioning can be considered the marketing actions of a company to consolidate the brand in the minds of the consumer as different from brands of similar products. Includes concepts such as personality, brand personality, brand repositioning, brand archetype, etc.

  A brand that carries an archetype, that is, a time-tested psychological and cultural mechanism embedded in it, becomes a symbol, the essential meaning of its product category and leads the market.

  Brand Architecture

  Brand architecture refers to the hierarchy of a company's brands, a reflection of its marketing strategy, as well as the consistency and verbal-visual ordering of all brand elements.

  There are main types of architecture: monolithic (monolithic brand or branded house), umbrella or subsidiary brands (umbrella brand), supporting (endorsed brand), pluralistic, etc. Also includes the concepts of brand attributes - physical , sensory (appearance, design, color, smell, packaging, etc.) and functional characteristics of the brand.

  As a rule, brand attributes include graphics that support the brand (English supergraphic), which, in turn, is an auxiliary element of its signature (English brand signature). Basic elements of a signature: symbol (English brand mark), logo (English brand logotype), brand slogan (English brandline, English brand slogan).

  Consumer behavior when choosing a brand (Brand Choice Behaviour) at the international level (Global Consumer Culture Positioning, GCCP) is based on commitment to a particular brand culture.

  New economic space of the 21st century. with a flexible, open network structure characterized by hypercompetition and a high degree of dynamism. In this situation, brand management is called upon to ensure a significant share of global income. Issues of effective promotion with the help of brands in the presence of a steady increase in demand require an early solution and further theoretical study.

  see also

  Notes

  Literature

  • Aaker D., Jochimsteiler E. Brand leadership: A new concept of branding / Transl. from English - M.: Grebennikov Publishing House, 2003.
  • English-Russian explanatory dictionary. Marketing and trade. - M.: Economic School, OLMA-PRESS Education, 2005. - 83 p.
  • Glavinskaya L. T. Modern management systems. Theory and practice. - Kaliningrad: Federal State Educational Institution of Higher Professional Education "KSTU", 2008. - 305 p.
  • Kelvin R. Lovemarks: brands of the future. - M., 2005.
  • Keller K. L. Strategic brand management: creation, evaluation and management of brand capital: 2nd ed. - M.: Williams, 2005. - 704 p. - ISBN 5-8459-0682-2 (Russian) - ISBN 0-13-041150-7 (English)
  • Kuyarova L. A. Brand management. Tutorial. Series: Bachelor's degree. Teaching aids. - M.: Publishing house: Moscow State University named after M.V. Lomonosov (MSU), 2013. - 256 p. - ISBN 978-5-211-06474-4.
  • Laney T. A., Semyonova E. A., Shilina S. A. Brand management. M.: Publishing and Trade Corporation Dashkov and Co., 2008.
  • Pertsiya V. M., Mamleeva L. A. Anatomy of a brand. - M.: Vershina, 2007. - 288 p.
  • Rozhdestvensky Yu. V. Introduction to cultural studies. - M.: Dobrosvet, 2000. - 288 p.
  • Rudaya E. A. Fundamentals of brand management. - M.: Aspect Press, 2006.
  • Wheeler A. Brand personality. Guide to creating, promoting and supporting strong brands / Trans. from English - M.: Alpina Business Books, 2004. - 235 p.
  • Jung K. G. God and the unconscious. - M., 1998.
  • Yakovets Yu. V. History of civilizations. - M., 1997.

  Brand strategy (

  
  

  The top management level of brand management in companies is usually represented by specialized units - councils, committees or working teams for developing brand strategies. They are created mainly in large companies with a high degree of diversification and are responsible for developing strategic proposals and recommendations taking into account corporate interests and preparing decisions on key issues of strategic management of the company's brands. Such working groups include leading brand managers, managers of production departments and representatives of central services (R&D, marketing, sales). Middle management services and units are actively involved in coordinating brand strategies.

  Brand management

  A brand manager is a specialist involved in promoting a certain group of products on the market, united by a brand (trade mark). As a rule, competent positioning of a brand in the market can significantly increase and stabilize profits from the sale of goods, so the position of a brand manager is very promising in terms of career and income.

  Places of work A brand manager is considered one of the key figures in the success of a business, so large and medium-sized manufacturing companies and retailers are constantly in need of qualified specialists of this kind. History of the profession The profession of brand manager arose relatively recently - approximately in the middle of the twentieth century.

  After the American Great Depression, production went up, competition between manufacturing companies increased sharply.

  Sales Club

  Attention

  In addition, he determines the directions of all work to implement the brand strategy, carries out management and consulting activities, is responsible for the development of the brand in the market, coordinating internal processes and decisions regarding the brand. In the course of his activities, a brand manager interacts with many functional services.

  
  

  Important

  By participating in the sales planning and management process, he gets closer to the actual commercial situation, which allows him to improve individual elements of the brand strategy. The participation of a brand manager in the strategic management of a company is associated with production, sales and financial functions.

  
  Due to the high responsibility of brand managers, company leaders assign them financial functions, entrusting them with the formation of payback and profitability indicators for the brand.

  What is brand management? brand management methods

  He is involved in dozens of business processes, in each of which he controls something, asks something, assigns something to someone, receives a report from someone, sends data somewhere, monitors someone. He is an important link in the normal (not some super-efficient, but just normal) functioning of his product group.

  Info

  Therefore, after some time it will happen that either the brand manager’s competence will be called into question, or he will have an assistant. In the above diagram, I want to highlight the main tasks that should be in the work plan of a brand manager and to which he should pay close attention amid the daily turnover.

  
  1. “Sell” the brand to employees and top officials of your company. Instill confidence in them and infect them with love for the brand.
  2. “Sell” the brand to distributors. 3. Develop and implement a brand development plan. 4.

  The role of brand management in the strategic management of a company

  He knows it better than anyone and he needs to sell it more than anyone, so let him sell it - the position of management, which is the main reason for the gradual reduction of the brand manager’s influence on the organization and management of the development of his product line. As time passes, the company's management asks quite fair questions - why is the brand manager so poorly aware of the situation with competitors, where are the new super-successful products, who is forcing the purchasing department to improve the delivery conditions for this product group, why is the brand manager not thoroughly aware of the situation with customers ... After all, it was precisely to resolve such issues that this position was created.
  “And, in general, until you tell him, the brand manager won’t do it...” And the brand manager is already responsible for everything that is at least indirectly related to his product, so he does not have time to do anything fully.

  How to choose a brand manager

  Sergey Dubovik The position of brand manager (sometimes product manager), a person responsible for the growth and development of a particular brand or product line, can increasingly be found today in large and medium-sized companies. The head of the company should pay attention to the fact that over time, the brand manager begins to manage his brand or product line less and less, and is increasingly involved in the local management of the sales department.

  
  The company's management requires the brand manager to grow and develop the product line (the entire brand line). A brand manager is considered as the main specialist for a given product, best versed in the product, its properties, and differences.

  He is better than others aware of the machinations of competitors and the strengths and weaknesses of their products. He finds new markets by relentlessly segmenting and differentiating markets, products and customers.

  The content of the concept of “brand” (cherednichenko) – part 13

  Rationalization is a reduction in the number of brands, since their many over time may exceed the permissible marketing power of the company. Rebranding is a change of brand, but while maintaining some basic initial data.
  This technology is very risky, but in the future it allows you to retain old customers and attract new ones. Orientation is the creation of symbolic value of a product. This means that the characteristics of the product themselves are no longer decisive and the main arguments among buyers - the brand itself has come to the fore. Product life cycles have become very short in today's free and competitive market. And the emergence of cheaper analogue and substitute products threatens the existence of popular products. Hence the need to focus not so much on the characteristics of the product, but on marketing and brand.

  Profession brand manager

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  Position the brand in such a way as to provide it with advantageous differences and advantages compared to competitors. 5. Develop and implement activities to establish a close connection between the brand and target customers. 6.

  Develop and implement brand loyalty programs. 7. Conduct events aimed at increasing brand awareness, both within your company and among buyers and consumers.

  8. Develop brand standards and do not allow anyone to violate them. 9. Manage brand equity and increase its value. 10. Provide patent and legal protection for the brand. 11. Fanatically love your brand. Make sure that the brand manager does only the work for which he was appointed to this position and do not let the rest of the company’s employees push duties and responsibilities onto him just because the brand manager “needs it the most.”
  Reflecting objective trends in the reorganization of management structures, firms are introducing new positions at the highest level of management, for example, director of brand equity management, whose task is to formulate the mission and vision of the brand at the corporate level. The competence of such managers includes ensuring the strategic direction of the brand and stimulating company employees to implement structural changes and innovative projects, by forming a team, members are able to become the driving force for the development of the brand. In a company focused on the development of brand assets, all intra-company functions, operations and mechanisms are distributed between functional divisions depending on the degree of their participation in branding and are integrated by brand managers at all levels of intra-company management - top, middle and lower.

  A brand manager is a specialist involved in promoting a certain group of products on the market, united by a brand (trade mark). As a rule, competent positioning of a brand in the market can significantly increase and stabilize profits from the sale of goods, so the position of a brand manager is very promising in terms of career and income.

  Places of work

  A brand manager is considered one of the key figures in the success of a business, so large and medium-sized manufacturing companies and retailers are constantly in need of qualified specialists of this kind.

  History of the profession

  The profession of brand manager arose relatively recently - around the middle of the twentieth century. After the American Great Depression, production went up, competition between manufacturing companies increased sharply. This means that new efforts were required in promoting their own brands and creating a recognizable, unique image for them.
  

  Responsibilities of a brand manager

  The list of what a brand manager does is quite serious. Here are its main points:

  • Conducting regular research on the company's image.
  • Analysis of competitors, trends, new products, and the market as a whole.
  • Management of the range of goods and/or services, participation in pricing.
  • Development of brand development strategies.
  • Organization and implementation of various marketing events (advertising campaigns, presentations).
  • Working with manufacturers and suppliers.
  • Introducing new products and brands to the market.
  • Work with managers (education, trainings, consultations, presentations).

  In addition, there are additional job responsibilities of a brand manager, which will depend on the specifics of the company’s activities and the employer’s requirements. Here is an approximate list of them:

  • Development and content of an Internet site.
  • Writing and publishing press releases, news and articles.
  • Participation in partner programs and industry exhibitions.

  In addition, the functions of a brand manager often include reporting and collaboration with designers and designers.
  

  Requirements for a brand manager

  Employers require from a brand manager:

  • Higher education in the field of marketing and advertising, possibly economics.
  • Confident PC user with good knowledge of office programs.
  • Experience in organizing marketing events.
  • Experience in brand management.
  • Experience in a similar or related position (as a rule, the career of a brand manager begins with the position of a marketer or administrator).
  • Ability to work with information, systematize it and conduct analysis.

  Employers often put forward additional requirements:

  • Knowledge of English at Intermediate level or higher.
  • Willingness to travel.
  • Having a category B driver's license (sometimes also having a personal car).

  

  Brand manager resume sample

  How to become a brand manager

  The responsibilities of a brand manager can be successfully performed by people who have received higher education in the field of marketing, advertising and PR, or by graduates of economic universities.

  Brand manager salary

  The salary of a brand manager largely depends on the employing company and the qualifications of the specialist himself. As a rule, salary amounts here range from 40,000 to 150,000 rubles. The average salary of a brand manager is about 50,000 rubles.

  09.03.2014

  What specialists are employed in marketing departments? After the company has been registered, a huge staff of personnel is required for its functionality, including a brand manager. Although this question seems somewhat strange, it very often turns out that employees of this department have rather abstract positions of “marketing managers”. This is especially typical for small companies, where marketing includes everything related to the promotion of their own products or their advertising. But large companies are forced to clearly distribute responsibilities between employees, and this is how positions such as brand chef or brand manager arise. What are they doing?

  Functions of a brand manager

  Its main task is to manage the company's main asset, its brand or several corporate brands. He must create a line of brand(s) from scratch in a given local market or develop and promote an existing line in order to obtain the highest possible marginal income.

  It should be noted that the position of brand chef does not exist in all, even large, companies. If a company produces products of only one brand, then brand marketing is the task of the entire marketing department. But some companies try to save money during a crisis, and not every company has a marketing department, and when economic conditions in a company worsen, marketers are often the first to be included in the list of those they try to cut.

  Even experts are often mistaken about what a brand manager does; they believe that a brand chef is only tasked with promoting and advertising. But advertising campaigns, creating attractive and recognizable packaging, coming up with an apt slogan - this is only the most noticeable work known to the general public.

  But it would be wrong to reduce the list of responsibilities of a brand manager so much. There are other tasks in his field of activity, and the main one on their list is not promoting a particular brand, but making money with their help. In this case, the brand becomes a separate product and a profit-making tool for the company, and the brand manager must ensure that his brainchild provides maximum benefits and is a way to obtain maximum marginal income. A brand manager becomes, as it were, the boss of a company within a company and he manages not the production of products, but the trade of one or more brands.

  This applies mainly to manufacturing companies. In trading companies, brand managers have to develop an assortment matrix for other brands.

  Brand manager: responsibilities in Russian and foreign companies often differ?

  Yes, such differences exist. Work with a brand in full is often carried out only in the companies of Russian entrepreneurs. Foreign companies often limit the work of a brand manager to communication with potential clients, and ideas for developing and promoting a brand, as well as an assortment matrix, are given to him that have already been developed by other specialists “at the top.” Therefore, probably, such a position could be called a communication brand manager.

  Who is applying for the position of brand manager?

  Since ideas about the work of this specialist are very vague, if a vacancy is announced for a brand manager, then a variety of specialists apply for his place: these are managers who were previously involved in purchasing or logistics, and advertisers and PR specialists, and marketing analysts. Among the applicants there are also those who have already worked as a brand manager, but they were not involved in brand management at all. Sometimes such applicants are poorly versed in assortment management, have little knowledge of economics and have practical skills in the areas of advertising, making promotional souvenirs and organizing promotional events. Only one in five were practically involved in brand management.

  Brand manager: responsibilities

  If you list the responsibilities of a brand manager, you will get the following list:

  • analysis and monitoring of the current market situation, including analysis of competitors’ activities and tracking prices for similar products;
  • participation in the company’s product development, in particular, packaging design, studying the functionality of products;
  • in a trading company: studying the technological features of sold brands and managing sales based on the data obtained;
  • increasing the profitability of goods and accelerating trade turnover, this will be helped by analysis of competitors’ pricing policies, price positioning, analysis and forecast of price dynamics based on an assessment of the economic situation;
  • checking product inventories and stimulating demand for individual items and (or) product groups through promotions;
  • studying and systematizing the tastes and preferences of potential customers: who, how many, where buys products and why they choose this brand, how competitors work;
  • creation and implementation of brand promotion programs (advertising, PR, BTL).

  Some may find this list too short or incomplete, and they will certainly be right. Indeed, in different market conditions, when working with a different number of brands, the responsibilities of a brand manager may be broader. When the number of brands reaches 10-12 positions, the assortment can contain tens of thousands of items. Therefore, the responsibilities will take into account the peculiarities of the company’s existence in the market: in one place it is important to improve packaging, and in another it is vital to optimize the assortment to obtain maximum benefits from sales.

  However, in all cases, the brand manager must strive for the same goal - to obtain the maximum marginal income from the brand. Here, the best evidence of the quality of the work done is not the number of contacts with potential clients or brand recognition by as many people as possible. The real indicator is the profit received as a result of the steps taken. After all, contact with a potential buyer does not always mean a subsequent purchase, and brand recognition does not confirm its popularity among buyers. Therefore, the successful work of a brand manager is a contribution to the company’s good earnings.

  Video: What does a brand manager do: responsibilities and functions