What skills does a brand manager need?

A brand manager needs 31 essential skills including consumer goods industry, channel marketing, sales strategies, company policies, implement marketing strategies. Core competencies include .

Will AI replace brand manager jobs?

The AI disruption score for brand manager is 60/100 (high risk). Some tasks may be automated but the role will evolve rather than disappear entirely.

Financial ServicesBusiness and administration professionalsISCO 2431

brand manager

Brand managers analyse and plan the way a brand is positioned on the market.

European Skills Framework

Skills and knowledge areas required for this occupation based on European classification.

Essential (31)

consumer goods industryconsumer goods industryThe consumer goods industry refers to a concrete economic sector that produce and sell goods to consumers for they direct consumption, enjoyment or use. Industry that covers a wide range of activities...channel marketingchannel marketingThe strategies and practices, including channel sales, that involve distributing products directly and indirectly through partners in order to bring the products to the end consumer.sales strategiessales strategiesThe principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service.company policiescompany policiesThe set of rules that govern the activity of a company.implement marketing strategiesimplement marketing strategiesImplement strategies which aim to promote a specific product or service, using the developed marketing strategies.carry out naming strategiescarry out naming strategiesCome up with names for new and existing products; adaptations to the given factors of a language and particularly to the culture are necessary in order to achieve the desired effect.carry out sales analysiscarry out sales analysisExamine sales reports to see what goods and services have and have not sold well.perform customers’ needs analysisperform customers’ needs analysisAnalyse the habits and needs of customers and target groups in order to devise and apply new marketing strategies and to sell more goods in a more effective way.manage staffmanage staffManage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the wor...organise participation in local or international eventsorganise participation in local or international eventsApply for and secure a place to participate in local or international exhibitions and competitions.apply social media marketingapply social media marketingEmploy website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and s...create annual marketing budgetcreate annual marketing budgetMake the calculation of both the income and expenditures that are expected to be paid over the coming year concerning the marketing related activities such as advertising, selling and delivering produ...set brand positioningset brand positioningDevelop a clear identity and unique position in the market; communicate with stakeholders and distinguish from competitors.apply strategic thinkingapply strategic thinkingApply generation and effective application of business insights and possible opportunities, in order to achieve competitive business advantage on a long-term basis.define brand identitydefine brand identityDefine the characteristics of a brand; identify what the brand stands for; develop a strong brand perception both internally and externally.design brand's online communication plandesign brand's online communication planDesign of content and presentation of the brand in an online interactive platform.comprehend financial business terminologycomprehend financial business terminologyGrasp the meaning of basic financial concepts and terms used in businesses and financial institutions or organisations.select optimal distribution channelselect optimal distribution channelChoose the best possible distribution channel for the customer.perform brand analysisperform brand analysisPerform quantitative and qualitative analyses of all necessary information in order to evaluate the current state of a brand.plan marketing campaignsplan marketing campaignsDevelop a method to promote a product through different channels, such as television, radio, print and online platforms, social media with the aim to communicate and deliver value to customers.coordinate advertising campaignscoordinate advertising campaignsOrganise course of action to promote a product or service; oversee the production of TV advertisements, newspaper and magazine ads, suggest mail packs, email campaigns, websites, stands and other adve...create brand guidelinescreate brand guidelinesDevelop and implement guidelines for strategic brand handling by all stakeholders; discuss relevant content such as future expectations and brand guidelines; be prepared to face challenges.implement sales strategiesimplement sales strategiesCarry out the plan to gain competitive advantage on the market by positioning the company's brand or product and by targeting the right audience to sell this brand or product to.stimulate creativity in the teamstimulate creativity in the teamUse techniques like brainstorming to stimulate creativity in the team.have computer literacyhave computer literacyUtilise computers, IT equipment and modern day technology in an efficient way.identify new business opportunitiesidentify new business opportunitiesPursue potential customers or products in order to generate additional sales and ensure growth.execute marketing planexecute marketing planCarry out all the activities involved in achieving specific marketing objectives within a given timeframe.manage brand assetsmanage brand assetsProcess for managing brands as assets in order to maximise their value.maintain financial recordsmaintain financial recordsKeep track of and finalise all formal documents representing the financial transactions of a business or project.lead the brand strategic planning processlead the brand strategic planning processManage the strategic planning process of the brand as well as provide innovation and progress in the strategy planning methodologies and improvements for consumer communication in order to base innova...perform market researchperform market researchGather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.

Optional (12)

services marketingservices marketingThe set of marketing activities for businesses that provide services to improve brand awareness and raise sales. It focuses on intangible commodities.international businessinternational businessThe processes related to production or distribution of goods and services across borders.employment lawemployment lawThe law which mediates the relationship between employees and employers. It concerns employees' rights at work which are binding by the work contract.carry out event managementcarry out event managementPlan and execute all the technical and logistical aspects required for an event to be successful.perform multiple tasks at the same timeperform multiple tasks at the same timeExecute multiple tasks at the same time, being aware of key priorities.manage budgetsmanage budgetsPlan, monitor, report on the budget and prepare set production budgets.price productprice productSet competitive prices and adjust the pricing to increase sales and clear out stagnant items from shop inventory.maintain relationship with suppliersmaintain relationship with suppliersBuild a lasting and meaningful relationship with suppliers and service providers in order to establish a positive, profitable and enduring collaboration, co-operation and contract negotiation.build rapport with people from different cultural backgroundsbuild rapport with people from different cultural backgroundsUnderstand and create a link with people from different cultures, countries, and ideologies without judgements or preconceptions.conduct search engine optimisationconduct search engine optimisationExecute optimal marketing research and strategies on search engine processes, also known as search engine marketing (SEM), in order to increase online traffic and website exposure.plan new packaging designsplan new packaging designsCome up with new ideas concerning the size, shape and colour of packaging.seek innovation in current practicesseek innovation in current practicesSearch for improvements and present innovative solutions, creativity and alternative thinking to develop new technologies, methods or ideas for and answers to work-related problems.