Professional requirements for a brand manager. Profession brand manager

I. General provisions
1. Brand manager belongs to the category of managers.
2. A person who has (higher; secondary) vocational (economic) education, additional training in management and marketing, work experience in the field of trade management and marketing at least (2 years; 3 years; etc.)
3. Brand manager must know:
3.1. Laws and regulations legal documents regulating the implementation of entrepreneurial and commercial activities.
3.2. Market economy, entrepreneurship and business fundamentals.
3.4. Market conjuncture.
3.5. Assortment, classification, characteristics and purpose of goods.
3.6. Pricing methods, pricing strategy and tactics.
3.7. Fundamentals of marketing (the concept of marketing, the basics of marketing management, methods and directions of market research).
3.8. Patterns of market development and the formation of demand for goods.
3.9. The theory of management, macro- and microeconomics, business administration.
3.10. Fundamentals of advertising, forms and methods of conducting advertising campaigns.
3.11. Fundamentals and principles of PR-technologies.
3.12. Psychology and principles of sales.
3.13. Brand features, production technology.
3.14. The procedure for developing business plans and commercial terms of agreements, contracts.
3.15. Trade and patent law.
3.16. Ethics of business communication.
3.17. Rules for establishing business contacts.
3.18. Fundamentals of sociology and psychology.
3.19. Foreign language.
3.20. Enterprise management structure.
3.21. Information processing methods using modern technical means communication and connection, computer.
4. Appointment to the position of a brand manager and dismissal from the position is carried out by order of the head of the enterprise upon presentation (commercial director; other official)
5. The Brand Manager reports directly to (Commercial Director; Head of Marketing; Other official)
6. During the absence of the brand manager (vacation, illness, etc.), his duties are performed by a person appointed in the prescribed manner. This person acquires the appropriate rights and bears responsibility for the improper performance of the duties assigned to him.

II. Job Responsibilities
Brand Manager:
1. Studying the features of the promoted product, analyzes the requirements of consumers for the product based on the results of marketing research.
2. Performs market analysis, identifies target consumer market segments for product offering.
3. Develops a strategy for promoting the product to the market, taking into account the proposals of marketing and advertising departments for advertising campaigns, exhibitions, presentations, and other PR actions.
4. Organizes presentations of the product to potential buyers and consumers, thematic seminars (professional consulting on consumer properties and qualities of the product).
5. Develops a pricing policy for the product, determines the conditions for the sale of goods (systems of discounts and benefits for certain groups of buyers).
6. Forecasts sales volumes.
7. Draws up a budget for the product, calculates the expected profit and profitability from the moment the product is introduced to the market, determines the possibility of losses for the enterprise at the first stages of product promotion and develops proposals for minimizing them.
8. Develops sales schemes for the product (from the creation of new sales departments to the reconstruction of existing distribution channels).
9. Organize contract work in the division dealing with the product, keeps records of payment transactions, analyzes operational data on the results of sales.
10. Coordinates product merchandising.
11. Monitors the position of the product on the market (the course of sales of the product, the demand for it), determines and analyzes the attitude of consumers to the product.
12. Identifies unsatisfactory product parameters, customer requirements for the product (not taken into account in the product) and reports them to the design, technology and production departments to adjust the product, give it new consumer properties.
13. Tracks the pricing policy and demand for competitors' brands, determines the position of the product relative to similar or similar products of competitors.
14. Coordinates and controls the work of subordinate employees.
15. Prepares reports to the management of the enterprise on the work done.
17. Performs other related duties for the promotion and sale of the product.

III. Rights
The Brand Manager has the right to:
1. Independently determine the forms and methods of brand promotion and establishing business relationships with consumers.
2. Sign and endorse documents within their competence.
3. Request personally or on behalf of the immediate supervisor from the heads of departments of the enterprise and specialists information and documents necessary for the performance of his duties.
4. Get acquainted with the documents that define his rights and obligations in his position, the criteria for assessing the quality of performance of official duties.
5. Submit proposals for the management to improve the work related to the responsibilities provided for in this instruction.
6. Require the management of the enterprise to ensure the organizational and technical conditions and execution of the established documents necessary for the performance of official duties.

IV. Responsibility
The Brand Manager is responsible for:
1. For improper performance or non-performance of their official duties under this job description, - within the limits established by the current labor law Russian Federation.
2. For offenses committed in the course of their activities - within the limits established by the current administrative, criminal and civil legislation of the Russian Federation.
3. For causing material damage to the enterprise - within the limits established by the current labor and civil legislation of the Russian Federation.

6. REPORTING SYSTEM
Lead Sales Manager:
1. provides reports to the officials of the Firm.
2. performs the following operations with documents:
signs:
endorses:
3. receives reports from officials of the Firm.

Brand Manager- an employee on whom the success of any product on the market depends. In our brand manager job description the duties of this specialist are prescribed, which include: market analysis, development of a promotion strategy trademark, product merchandising coordination. Today brand manager plays a key role in business success.

Brand manager job description

APPROVE
CEO
Surname I.O. ________________
"________"_____________ ____ G.

1. General Provisions

1.1. The brand manager belongs to the category of leaders.
1.2. Appointment to the position of a brand manager and dismissal from it is carried out by order of the head of the enterprise.
1.3. The Brand Manager reports directly commercial director or head of marketing.
1.4. During the absence of the brand manager, his rights and obligations are transferred to another official appointed in the prescribed manner. This person acquires the appropriate rights and is responsible for the proper performance of the duties assigned to him.
1.5. A person with a professional (economic) education, additional training in management and marketing, work experience in the field of trade management and marketing is appointed to the position of a brand manager.
1.6. The brand manager must know:
- Laws and normative legal documents regulating the implementation of entrepreneurial and commercial activities;
- market economy, entrepreneurship and basics of doing business;
- market conditions;
- range, classification, characteristics and purpose of goods;
- methods of pricing, strategy and tactics of pricing;
- basics of marketing (the concept of marketing, the basics of marketing management, methods and directions of market research);
- patterns of market development and the formation of demand for goods;
- theory of management, macro and microeconomics, business administration;
- fundamentals of advertising, forms and methods of conducting advertising campaigns;
- bases and principles of PR-technologies;
- psychology and principles of sales;
- brand features, production technology;
- the procedure for developing business plans and commercial terms of agreements, contracts;
- trade and patent law;
- ethics of business communication;
- rules for establishing business contacts;
- Fundamentals of sociology and psychology;
- foreign language;
- structure of enterprise management;
- methods of information processing using modern technical means of communication and communication, computer.
1.7. The brand manager is guided in his activities by:
- legislative acts of the Russian Federation;
- the charter of the company, the rules of internal work schedule, others regulations companies;
- orders and directives of the management;
- this job description.

2. Functional responsibilities brand manager

The brand manager of the bank performs the following official duties:

2.1. He studies the features of the promoted product, analyzes the requirements of consumers for the product based on the results of marketing research.
2.2. Performs market analysis, identifies target consumer market segments for product offering.
2.3. Develops a strategy for promoting the product to the market, taking into account the proposals of marketing and advertising departments for advertising campaigns, exhibitions, presentations, and other PR-actions.
2.4. Organizes presentations of the product to potential buyers and consumers, thematic seminars (professional consulting on consumer properties and qualities of the product).
2.5. Develops a pricing policy for the product, determines the conditions for the sale of goods (systems of discounts and benefits for certain groups of buyers).
2.6. Forecasts sales volumes.
2.7. Draws up a budget for the product, calculates the expected profit and profitability from the moment the product is introduced to the market, determines the possibility of losses for the enterprise at the first stages of product promotion and develops proposals for minimizing them.
2.8. Develops sales schemes for the product (from the creation of new sales departments to the reconstruction of existing distribution channels).
2.9. Organizes contractual work in the division dealing with the product, keeps records of payment transactions, analyzes operational data on sales results.
2.10. Coordinates product merchandising.
2.11. It monitors the position of the product on the market (the course of sales of the product, the demand for it), determines and analyzes the attitude of consumers to the product.
2.12. Identifies unsatisfactory product parameters, customer requirements for the product (not taken into account in the product) and reports them to the design, technology and production departments to adjust the product, give it new consumer properties.
2.13. Tracks the pricing policy and demand for competitors' brands, determines the position of the product relative to similar or similar products of competitors.
2.14. Coordinates and supervises the work of subordinate employees.
2.15. Prepares reports to the management of the enterprise on the work done.
2.16. Performs other related duties for the promotion and sale of the product.

3. Rights of the brand manager

The brand manager has the right:

3.1. Independently determine the forms and methods of brand promotion and establishing business relationships with consumers.
3.2. Sign and endorse documents within their competence.
3.3. Request personally or on behalf of the immediate supervisor from the heads of enterprise departments and specialists information and documents necessary for the performance of his duties.
3.4. Get acquainted with the documents that define his rights and obligations in his position, the criteria for assessing the quality of performance of official duties.
3.5. Submit proposals for improvement of the work related to the responsibilities provided for in this instruction for consideration by the management.
3.6. Require the management of the enterprise to ensure the organizational and technical conditions and execution of the established documents necessary for the performance of official duties.

4. Responsibility of the brand manager

The brand manager is responsible for:

4.1. Improper performance or non-performance of their official duties provided for by this job description - within the limits established by the current labor legislation of the Russian Federation.
4.2. Offenses committed in the course of their activities - within the limits established by the current administrative, criminal and civil legislation of the Russian Federation.
4.3. Causing material damage to the enterprise - within the limits established by the current labor and civil legislation of the Russian Federation.

A brand manager is a marketing specialist certain group goods united by brand (trade mark). As a rule, competent brand positioning in the market allows you to 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

In the success of a business, a brand manager is considered one of the key figures, 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 a brand manager arose relatively recently, around the middle of the 20th century. After the American Great Depression, production went up, competition between manufacturing companies increased dramatically. This means that new efforts were required to promote their own brands and create 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 of the company's image.
• Analysis of competitors, trends, new products, the market as a whole.
• Managing 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.
• Bringing new products and brands to market.
• Work with managers (training, 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 requirements of the employer. Here is a sample list of them:

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

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

Requirements for a brand manager

From a brand manager, employers require:

• 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 (usually a brand manager career starts as a marketer or administrator).
• Ability to work with information, systematize it and analyze it.

Employers often put forward additional requirements:

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

Sample resume for brand manager

How to become a brand manager

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

brand manager salary

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

The profession of a brand manager appeared not so long ago, but it plays a significant role in the success of a business. Many companies have long needed such specialists and the demand for them is quite high today. The brand manager is the person who is one of the key drivers of the workflow in every company. What functions it performs and why its activity is so important, we will consider in this article.

The basic concept of the profession

The position of brand manager was created in order for a certain employee to be responsible for the development and promotion of the brand on the market. Its direct task is to ensure the competent positioning of the brand to increase the demand for the product, and accordingly increase the company's profit. In many organizations, responsibilities may vary, depending on the direction of the company, but they all have similarities in one main task - to make the brand recognizable and in demand.

The area of ​​responsibility of this profession is directly related to marketing. In most cases, the brand manager is subordinate to the marketing director, but at the same time, lower-level managers may be subordinate to him. The common forces of these two departments usually form the brand development technology.

The development of the profession itself does not stand still. Over the years, the working functionality expands and acquires new types of profile. For example, in some firms, the brand manager may act as a communications specialist, establishing a connection between the product and the potential consumer; in other cases, he is engaged in market analysis and competitor research.

Direct obligations

Each company has its own specifics of work. It depends on the requirements what specific functions will be performed by employees.

The main functions of a brand manager can be divided into several main categories:

1. Brand development. Careful planning of all components of the brand and its positioning. Logo design, naming, form style, slogan, brand history, development plan.
2. Preparation and planning of the marketing budget. The specialist must understand what exactly the allocated funds will be directed to and correctly plan financial investments for promotion.
3. Development of marketing activities. Organization and control of promotional events in order to attract the attention of the audience.
4. Development of strategy and pricing. Establishment of sales channels, preparation of price lists and promotional materials. Timely entry and adjustment of prices.

Brand Manager responsibilities include:

• Studying the features of the promoted product, identifying weak and strengths.
• Analysis of the market, trends, new products.
• Definition of the target audience and segments of need.
• Interaction with manufacturers and suppliers.
• Bringing new products to market.
• Development of a strategy for promoting the product.
• Definition of auxiliary tools for promotion (advertising, presentations, etc.).
• Development pricing policy, sales forecasting.
• Organization of distribution channels.
• Determining the positioning of the product among consumers.
• Identification of positive and unsatisfactory parameters.
• Demand tracking.
• Ensuring control of the full process of brand promotion.
• Working with managers, conducting trainings and consultations.
• Writing and publishing news articles.
• Compiling reports for management.

The functions and responsibilities of a brand manager may vary from company to company, but for those who are just starting out in this field, it is recommended to learn and gain experience in all aspects.

What knowledge is required for the job

Requirements for future professionals:

• Higher education in marketing and advertising. Perhaps some organizations are considering a candidate with an economic education.
• Most often, a person who already has experience in brand management is hired as a brand manager.
• Knowledge of marketing fundamentals.
• Business Basics and market economy.
• Ability to develop business plans and business contracts.
• Understanding of pricing methods and formation of demand for goods.
• Knowledge of the basics of psychology and the principles of sales, experience in sales is desirable.
• Knowledge of assortment classifications, purpose of goods, brand features.
• Knowledge foreign language on highest level.
• Ethics of business communication.

How the work process is built

Despite such an extensive scope of tasks, it is still difficult to structure in a structured way what a brand manager does in the process of work. First of all, this specialist is the engine of the brand. That is, all the tasks that he performs should be realized only for the sake of one goal - brand promotion.

There are many ways to promote a brand. One of the most effective is the creation of an advertising project that will attract an audience to the product. For promotions the company allocates a budget. For what exactly and in what quantity the finances will be distributed, the brand manager decides, coordinating the decision with the management. He works with marketing and advertising departments, conducts analysis and promotion planning, allocates the budget.

A professional should be well versed in advertising and public relations, as he helps the sales team make successful sales. The difference is that sales managers are directly selling the product and finding customers, while the brand manager is positioning it so that consumers know about it and want to buy it.

In the process of work, the specialist is guided by market analysis, the needs of the audience, and the study of competing companies. It also supports the product, that is, it maintains its competitiveness and is engaged in its development.

Importance of work

For each company, its importance and reputation in the market is important. Everyone is trying to compete with each other, constantly improving their products. A brand is the face of a company. Its successful promotion will bring the company more profit and recognition, but big business is built on a multi-structured platform, consisting of many different departments that support the activities of the company.

A brand manager is one of the key positions responsible for the very "heart" (product), around which all the rest of the work revolves. As a rule, if the product is not in demand, the life of the organization is in jeopardy, since without sales in the prescribed quantity, it is not able to pay back own expenses. Positioning and promotion of a product is inextricably linked with its sales. This requires an employee who is ready to be responsible for the success of the brand. That is why the work and skills of a brand manager are highly valued.

How to become a specialist

To start a promising career in this field, first of all, the candidate must meet the requirements of applicants. A relevant higher education will be a mandatory criterion. An accompanying wish will be the ability to understand the peculiarities of production and adequately assess the capabilities of the company in order to set achievable goals.

To work in this area, the candidate will need knowledge of such disciplines as: economics, management, marketing, advertising and PR, sales.

According to statistics, the average age of readiness for such a level of responsibility varies from 28 to 35 years.

Career

The demand for reliable professionals is only increasing. For this reason, the prospects for a career as a brand manager look quite rosy. Usually, if one company restricts employees from developing further, then there will be no problem finding another company that needs a new project and a fresh mind. After all, there are countless goods, and creative ideas not enough for them.

The next step in career growth may be the position of head of marketing department or CEO. The experience gained in this job can be so rich that it will even allow you to start opening your own business.

Pros and cons of the profession

Positive sides:

• Creative and varied work.
• High wage.
• High demand for staff.
• Possible trips abroad.
• Rapid development.
• Lots of communication and new acquaintances.
• Getting valuable experience.
• Perspectives.

Negative points:

• Large amount of work.
• Lots of stressful situations.
• Irregular schedule.
• Possible revisions.
• Huge responsibility.
• Required experience.

What personal qualities will help you succeed

What a brand manager does requires great communication skills. Many professional skills can be learned, but you can't always force yourself to love a job. Communicative people who love communication and new acquaintances will find it easiest to cope with their duties. The work of a brand manager requires active interaction with people, the ability to negotiate, develop partner qualities in oneself. In addition, personal qualities such as:

• Irregularity of thinking.
• Ability to manage a team.
• Organizational skills.
• Self confidence.
• Good memory, attention.
• Analytical warehouse mind.
• Demanding.
• Purposefulness.
• Stress resistance.

Education

To understand all the specifics of this industry and the opportunity to build a career, you can get an education at any institute of the Russian Federation. Directions that will prepare for this profession:

• Advertising management.
• Marketing.
• Management, management.
• Enterprise economy.
• Marketing in trade.

If higher education has already been received in a different profile, there are special narrowly focused courses. Many business schools offer courses in the direction of a brand manager or marketer.

Before work, you should familiarize yourself with the basics of branding, brand strategy, verbal and visual identity. Having mastered these skills, you can learn many aspects that are useful for work, for example:

• Develop brand communication strategy.
• To plan advertising campaign.
• Develop corporate identity and brand book.
• Research the market and consumer preferences.
• Conduct strategy analytics and much more.

In the same way, you can improve your professional level by attending trainings and seminars on brand management.

Income

In most cases, the salary level depends on the success of the company, but by general standards, the salary range for 2018 is from 50,000 to 100,000 rubles. in Moscow. In other regions, today brand managers earn from 35,000 to 60,000 rubles.

Text

Anna Savina

In the "Creative Management" section, we talk about what the people who surround representatives of creative professions- musicians, directors, artists and designers - and help them organize concerts, exhibitions, filming, etc. Despite the importance of such professionals, we sometimes do not know what exactly they do and why their work is so important. Look At Me explains the responsibilities of creative managers. In the new issue, we talk about brand managers of fashion brands - people who develop a strategy large companies and bring it to life.

Brand Manager

(brand manager)

Places of work

Fashion brands

Tasks

Research the market and trends; develop a brand promotion strategy on the market; understand for what target audience the brand works and who is its competitor; work with designers, marketers and PR-specialists.

Understand fashion industry and understand competitor strategies

The main task of any brand manager is to transform the product(for example, a collection of clothes) into a recognizable and successful brand. At the first stage of work, it is important to conduct market research: for this, you need to understand what offers already exist, what strategies existing brands use and what niches are not occupied. In order for a brand to succeed in the market, it must create a unique selling proposition: there may be dozens or hundreds more brands on the market that produce similar shoes, clothing or accessories, but the brand manager must understand exactly what makes the company he works for different.

Draw up a strategy brand promotion

Work with designers marketers and PR managers

When the brand strategy is formulated, the brand manager begins work on its implementation. To do this, he must make sure that all employees of the company - from designers to sales consultants - are aware of the brand's values ​​​​and its strategy. The main assistants of the brand manager at this stage are marketers who must bring his concept to life. In addition, a brand manager can advise a designer - when creating a collection, it is important to understand which models will sell best and which ones may be suitable, for example, for unusual fashion shoots.

In small companies, the duties of brand manager and marketing manager are often performed by the same person. However, big brands especially need brand managers. This is confirmed by the emergence of new specialized courses: this year in London business school a brand management program for luxury goods companies appeared. This educational program was organized in collaboration with