Role of Brand ManagerFunctions or Roles of Brand Manager

Managing brand(s) in reality is a process constantly requiring daily decision,hence some companies appoint brand manager to be responsible for the development and performance of the brand or a portfolio of brands.

This article is to briefly understand some of the major role played by a brand manager.

Essentially,the role involves the following:

• Analyze the market and its activity,including the growth factors of the total market and various market segments within it,and their performance relative to the competition
  

• Ensure that the brand platform is maintained and that the brand stays true to its values and positioning
  

• Propose future brand strategy with particular regard to positioning,extensions and others
  

• Manage the marketing mix-price,promotion,packaging and others
  

• Measure the success of brand performance,assess expenditure against volume,profit and other variable.
  

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