A brand marketing manager oversees the brand marketing operations of a company. These marketing professionals play a key role in establishing and maintaining a brand’s image and reputation as explained below.
What is Brand Marketing?
The goal of marketing is to convince consumers that products and services are worth the price. This is often accomplished through research, promotions and target sales. However, brand marketing is a way that companies increase sales through promoting trust, quality and credibility. The goal of brand marketing is to develop and maintain a positive relationship with the target market segmentation. Brand management can involve tangible objects, such as the product quality, and intangible objects, such as the consumer experience.
Why Brand Marketing Matters
Brand marketing has numerous goals, such as conditioning consumers, enhancing reputation, motivating buyers and increasing customer loyalty. Brand marketing is a very effective way for a company to instantly conjure up a positive image and an emotional reaction in consumers. Ideally, the reaction will be positive and result in repeat business. In fact, brand marketing works best with businesses that rely on repeat business, such as fast food and supermarket chains. For example, McDonald’s is one of the most recognizable fast food brands in the world. On the other hand, Walmart is the world’s biggest retailer and is recognized as offering some of the lowest product prices.
What Does a Brand Marketing Manager Do?
A manager of brand marketing develops and executes marketing activities to maximize brand awareness and sales. They typically manager different projects, such as end-user product and go-to-market activation campaigns. They must also lead their team to execute tactical marketing programs that keep them a step ahead of the competition. Part of this involves counter business intelligence analysis that can be translated into viable business opportunities. Modern managers of brand marketing spend a lot of time performing data analytics through databases and information systems, such as customer relations management software.
A Typical Manager’s Background
According to the Bureau of Labor Statistics, most managers of brand marketing have a bachelors degree in marketing, management or business administration. They typically have three to five years of consumer marketing experience with both online and offline marketing tactics. Therefore, they must be experienced with digital marketing, display advertising and traditional marketing mediums. They must be highly organized, have strong attention to detail and excellent communication skills. Creative thinking and multitasking skills also helpful attributes. Finally, because they deal with so many marketing campaigns, they must have excellent project management skills.
Brand Marketing Campaigns
Managers of brand marketing spend most of their time supervising and evaluating marketing campaigns. They borrow the principles of informational marketing through attempting to establish an immediate connection and relationship with customers. Most brand marketing campaigns focus on raising brand or product image awareness. However, sometimes the company itself is the brand. For example, Starbucks has one of the most recognizable brands in the world. They historically have focused their marketing campaigns on projecting the image of quality coffee and a meaningful customer service experience. On the other hand, sometimes companies focus on establishing themselves as a leader or innovator in their industry. For example, Apple brands itself as the communication technology leader. Still, athletic brands such as Nike or Adidas associate their brand with personal excellence and endurance.
Related Resource: Quantitative Marketing
To recall, brand marketing is a unique business field that centers on establish product, service and company awareness and loyalty. A brand marketing manager uses research, technology and marketing campaigns to increase revenue and market share.
