how to become brand manager

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how to become brand manager

Brand managers are responsible for monitoring market trends and performing competitive analysis to make sure that the products and services of their brands stay relevant to current and potential customers.

A brand manager also:

Performs market research studies
Gathers important brand and sales data
Develops custom brand management campaigns for products
Submits updated brand exposure reports to management each month
Contributes to the design of retail packaging
Creates in-store marketing displays
Communicates with vendors and distributors to gain insights on how product design can be improved
Works with advertising agencies to manage brand marketing campaigns
Average salary
The earning potential of a brand manager can vary widely based upon factors like the individual’s experience and the company’s industry and size. For the most up-to-date salary information from Indeed, click on the salary link.

Common salary in the U.S.: $63.95 per hour
Some salaries range from $17.45 to $200 per hour.
Brand manager requirements
Becoming a brand manager involves certain training and education, as well as specific skills and professional certifications. Some of these requirements include:

Brand managers typically have an undergraduate degree in a relevant major, such as marketing, advertising or business. Some employers prefer candidates to have advanced degrees, such as a Master of Business Administration (MBA), and relevant work experience. Since brand managers can work in specialized areas, a graduate degree might be beneficial because it could provide advanced instruction in core concepts like advertising, economics, marketing and business.

Brand managers work for companies in a wide range of industries, so their training typically is a result of working experience earlier in their careers. Some individuals start in entry-level roles and receive valuable training in marketing, advertising and business management. These skills, combined with education, can lead to a successful career in brand management.

Professional certifications assure employers that an individual possesses the required knowledge, skills and competencies for the job. Here are a few examples of professional certifications brand managers can consider:

Certified Brand Manager (CBM)
This program, administered by the Association of International Product Marketing and Management, covers the roles and responsibilities of a brand manager. The CBM course explores the elements, attributes, personality and core values of a brand and how each plays an important role in developing relationships with customers. It also provides insights into maximizing brand equity and brand value.

Certified Product Manager (CPM)
The CPM certification validates an individual’s product management skills, with the training focused on building case studies, competitive analysis, product launch plans, market planning and more. The training course and final exam are available in-person and online.

Agile Certified Product Manager and Product Owner (ACPMPO)
This credential certifies an individual’s knowledge of strategic and tactical concepts in product management and product ownership. Those who pass the exam fully understand product management and can competently apply those concepts in their roles. The training course and final exam are available in-person and online.

Brand managers typically possess an assortment of soft and hard skills, including:

Working cross-departmentally and facilitating company-wide cooperation on branding projects is made easier for brand managers through effective communication. These professionals must be available to answer questions and clarify assignments and objectives to ensure the cohesion of the branding messages being created and communicated with the target audiences.

Creative strategy
Brand managers must be able to balance structure with innovation when developing new creative strategies to ensure maximum efficiency and effectiveness.

Data analysis
These professionals need to present branding efforts to upper management that include supporting data. Branding efforts are often easily understood in qualitative terms, but a brand manager is responsible for calculating conversion rates and presenting them dynamically in conjunction with real-world examples to prove the effectiveness of the strategies.

A brand manager must be able to adapt quickly to the evolution of the market and trends. They must do this while maintaining the consistency of the brand’s messaging. With brand management being a rapidly evolving process, these individuals must leverage the tools available to them to remain competitive.

Brand manager work environment
Brand managers often work in demanding and high-pressure settings. They generally work full time with the occasional need to work overtime to meet deadlines. Brand managers can work in many different industries. Other features of this role include:

Working mainly in office settings, with occasional local, domestic or international travel
Using computers, printers, fax machines and office telephones
Working across departments to create branding strategies
Working in a fast-paced environment
Creating conversion, sales and other reports to present to upper management
Social networking on a constant basis
How to become a brand manager
Here are the most common steps to follow to become a brand manager:

Pursue education
Brand managers are typically required to have an undergraduate degree in marketing, advertising, business or a related major. Some employers may prefer or require brand managers to hold an advanced degree, such as an MBA, in addition to a specified amount of work experience.

Earn certifications
Individuals who have earned professional certifications are more likely to get the job they want, as certification serves assures employers that you have built the required competencies to perform the job. Prospective brand managers might consider a certification in brand or product management.

Begin a job search
When you are prepared to apply for brand manager positions, look for job openings on the internet. Tailor your resume and cover letter to reflect the needs of the companies and positions.

Build a network
Professional networking can position you as a desirable candidate for positions with companies you’re interested in. Attending social events and workshops dedicated to networking can help you meet other professionals who can recommend certain positions for you. Actively expanding your professional circle and fostering relationships can lead to valuable referrals in the future.

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