The brand manager is responsible for one product or product line and all the marketing related to it. The main function of the brand manager is to place one person or one team in control of the activities, growth and profitability of individual products. Brand management includes developing an annual marketing plan, executing the advertising strategy, planning and selecting media, planning sales promotions, coordinating package design, and analyzing and forecasting business results.
Brand managers are also responsible for new product development.
Most firms require an MBA with an emphasis in marketing. To succeed, the brand managers must have the ability to work with, motivate, and persuade people over whom they have no formal authority, but upon whom they depend to get work done. Good writing and analytical skills are necessary, as is a facility for quantitative analysis. The brand manager must be able to handle a great amount of detail. Most important, he or she must know and understand his or her customers.