2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16
Until quite recently, the Russian market was inaccessible to such professionals as a marketer, brand manager, event manager, etc. The Soviet management system did not take such professions seriously at all. Even today, there are still companies that do not attach importance to marketing research, promotion and branding. If we compare this situation with the Western market, then there is not a single company selling goods or services without the participation of marketers.
Definition
A brand manager is a specialist who is engaged in the comprehensive promotion of a product or service. Such a profession includes a number of very complex duties that require special knowledge and skills. The brand manager, whose duties are to create an image of the company in the minds of buyers, must have high communication skills, as well as be able to quickly respond to suddenly changing circumstances, to psychologically analyze preferences and judgments.
Field of activity
Oddly enough, but specialists in this profession are in demandpractically in all spheres of economic and commercial activity. Of course, B2B and B2C brand managers are very different in their functional responsibilities, but this in no way diminishes their importance.
In any field, a brand manager must create such an image of the promoted product or service that people begin to think that the proposed product is vital for them. Thus, well-executed duties can reduce the cost of advertising and other promotion methods.
Key Features
Many companies do not fully understand the role of the brand manager. For this reason, when analyzing the next candidate, management does not pay attention to key skills and knowledge.
Firstly, a brand manager must have an idea of the global experience of marketing promotion: those methods that have failed, and activities that have brought unprecedented success. Such knowledge will help in choosing a promotion strategy, exclude the use of templates and personal preferences.
Secondly, a brand manager must have a unique observation ability, the ability to quickly analyze the situation and make important decisions almost instantly. This speci alty implies a high dynamics of activity. This means that a huge number of critical situations arise that require a balanced and rational decision, which must be taken as soon as possible.
The Role of a Brand Manager
BIn the modern world of business and communications, such a speci alty as a brand manager has a huge impact on the results of a company. High-level specialists are valued in all areas of business, their work is paid at the same level as the work of top management representatives. A professional specialist can multiply the company's profits, his projects will help win the trust and respect of the target audience.
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