More recently, the Russian market was inaccessible to such specialists as a marketer, brand manager, event manager , etc. The Soviet government system did not take such professions seriously. Even in our time there are still companies that do not attach importance to marketing research, promotion and branding. If we compare this situation with the Western market, then there is not one company that sells goods or services without the participation of marketers.
Definition
A brand manager is a specialist who is engaged in the comprehensive
promotion of a product or service. Such a profession includes a number of very complex duties that require special knowledge and skills.
A brand manager whose duties are to create the image of the company in the minds of customers should have high
communication skills, as well as be able to quickly respond to suddenly changing circumstances, to a psychological analysis of preferences and opinions.
Field of activity
Oddly enough, but specialists in this profession are in demand in almost all areas of economic and commercial activity. Of course, the B2B and B2C brand manager are very different in their functional responsibilities, but this in no way reduces their significance.
In any field, a brand manager must create such an image of a promoted product or service so that people begin to think that the proposed product is vital for them. Thus, high-quality responsibilities can reduce advertising costs and other methods of promotion.
Key Features
Many companies do not fully understand the role assigned to the brand manager. For this reason, when analyzing the next candidate, management does not pay attention to key skills and knowledge.
First, the brand manager should have an idea of โโthe global experience of marketing promotion: those methods that failed, and the events that brought unprecedented success. Such knowledge will help in choosing a promotion strategy, exclude the use of templates and personal preferences.
Secondly, a brand manager must have unique observation power, the ability to quickly analyze the situation and make important decisions almost instantly. This specialty implies a high dynamics of activity. This means that a huge number of critical situations arise that require a balanced and rational decision, which must be taken as soon as possible.
Role of brand manager
In the modern world of business and communications, such a specialty as a brand manager has a huge impact on the company's performance. High-level specialists are appreciated in all areas of business, their work is paid at the same level as the work of senior management. A professional specialist can multiply the profits of a company, his projects will help to gain trust and respect of the target audience.