Criteria : Brand Manager
In house (within an organizations marketing department), or for a brand, advertising or marketing consultancy, supporting different clients during projects.
In either case, typical tasks are likely to include:
Researching consumer markets, monitoring market trends and identifying potential areas in which to invest, based upon consumer needs and spending habits
looking at the pricing of products and analysing the potential profitability
Generating names for new and existing products and services, coming up with ideas for new packaging designs, including shape, size, colours, fonts and imagery.
Overseeing the production of TV adverts, newspaper and magazine advertisements, direct mail packs, email campaigns, websites, exhibition stands, road shows and liaising with art designers, copywriters, media buyers and printers
Checking marketing copy
Supervising the sign off of marketing literature and campaigns, liaising with legal and compliance personnel, ensuring the designs and messages meet the company brand and regulatory guidelines
Monitoring product distribution and consumer reactions through focus groups and market research.
Co-ordinating the launch programme to external customers as well as employees.
The job can involve working with in-house marketing and communications people, as well as legal and compliance staff and numerous creative agencies. It is usual for the brand manager to represent the company at all creative meetings, including photo and film shoots.
A brand manager should:
have an instinctive feeling about future product concepts
have good analytical skills
be a good listener, able to respond to results and consumer research
be an excellent communicator, both verbally and in writing
be enthusiastic about their product area.
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