Executive Search Firm | Careers & Industry - Brand Management Profile

Career Profile: Brand Management

Brand management concerns itself with promoting a specific brand name and marketing it to the public. Most brand management revolves around consumer products, such as those produced by corporations like Johnson & Johnson, Kellogg Company and Revlon. Since most of these companies carry a number of different brands, brand managers are assigned to specific brands to market to consumers in the competitive atmosphere of consumer products.

What They Do:

Most brand managers compare their responsibilities to that of running their own small business as they are charged with managing a multi-million dollar brand and responsible for profit projections, market share, sales and exploiting market opportunities. They must not only focus on achieving revenue objectives, but also how they intend to market the brand they represent. Brand managers are accountable to senior in meeting their bottom line on their profit-and-loss (P&L) statement and their success will be defined based upon what those figures represent.

Who Does Well:

Since brand management encompasses several different disciplines, sales, marketing, advertising and some accounting, it is helpful to have exposure to any of those fields as they relate to branding. Quality leadership is another important trait for any successful brand manager to carry as they are typically responsible for a team that may include marketing assistants or assistant brand managers.

Job Outlook:

It is anticipated that over the next three to six years, marketing as a whole will grow at a higher rate than average as reported by the U.S. Bureau of Labor Statistics. Of course, the industry is not immune to changes in the economy and those involved in marketing projects (brand management) may find themselves working with modest budgets and under increasingly competitive circumstances in the profession, primarily for those new to brand management. Opportunities still exist, especially in the health care and technology sector as they require specialized knowledge of the product and they will most likely witness the greatest growth in comparison to other industries.