Brand managers develop marketing strategies, concepts, and goals for one or more business brands. A brand manager is given the autonomy within an organization to steer a brand image in a particular direction. It is the brand manager’s job to develop standards and guidelines for brand marketing teams.
Brand managers usually have a broad range of job duties, which largely depend on the size and structure of the organization. At any given time, a brand manager may be supervising an in-house marketing team, assisting with content for a branded advertising campaign or analyzing consumer behavior patterns as it relates to a particular brand. Managing a brand requires an individual to have insight into current marketplace trends that can affect the success of products. It is the brand manager’s responsibility to find ways to reach out to a brand’s consumer target market and help to increase brand popularity.