Brand manager

1. General characteristics of the profession

Manager engaged in the promotion of a particular brand.

2. Official duties

In English, the word "brand" originally meant "print, brand name, brand". The Russian language has not yet found an adequate phrase, so they say without translation - brand (or brand-) manager. In Russian practice, a person with similar responsibilities is often called simply the head of the sales department. The brand manager manages the sale of a group of products of a certain brand (it could be anything - household and computer equipment, clothing, food, etc.). Unlike a sales manager, a brand manager is engaged not so much in sales as in promotion of a brand. This implies the existence of serious knowledge in the field of advertising, marketing and public relations. In contrast to the “pure” marketer, the brand manager must understand the sale of this group of goods, not only at the level of an economist, but also at the level of the manufacturer. Employers may require brand managers involved in, for example, dairy industry products, to know the characteristics of the milk processing technology. There is an opinion that a brand manager is a procurement specialist. In fact, control over the procurement process and maintaining relationships with the supplier is an integral, but not the main part of the brand manager’s activities. In the event that purchases are made abroad, the brand manager is required to know the language of the country of origin (English, German, etc.).

3. Qualification requirements

University degree in Marketing, Management or Commerce.