How to become a Brand Manager

Brand Manager

A brand manager works closely with an individual brand and creates its image, ethos and marketing procedures. The job involves works with the sales, production and marketing departments to ensure that the brand is developing.

Being a brand manager is a varied role. The job will involve working with sales, production, marketing, and financial teams to create a brand that is in line with its strategy and to present it to the public in an engaging way. Brand managers must have a clear image of the brand’s ethos and message, and revisit this often. It is essential for people in this career to define the USP well and make sure that the brand is related to this in the public spectrum.

Research is a huge part of a brand manager’s role, and brand managers should keep a frequently updated analysis of competing brands and their marketing techniques. It is also important to constantly evaluate the target audience and ensure that their needs are being met, as well as studying how the product can appeal to a broader range of people without losing its USP.

Depending on the size of the company, brand managers may find themselves working on social media and traditional marketing; if it is a larger company, they are likely to oversee dedicated staff in these departments. Likewise, brand managers will need to keep up to date with production processes and be involved when required. They may also need to calculate budgets, and be in charge of outreach and finding suitable networking opportunities with related brands. 

Brand managers should be excellent verbal and written communicators, have professional time management skills, be great with budgets and have a flair for deep analysis. It goes without saying that people in this career should have a broad understanding of the brand that they are promoting and a passion for marketing it.

Brand managers are often business or marketing graduates who have then taken on a graduate job in the marketing field. By the time they become a brand manager, they will typically have a few years’ work in the discipline and have acquired and demonstrated the brand manager skills listed above.

What degree is most commonly held by a Brand Manager?

  • BA / M of Marketing
  • BA / M of Business, Management, Marketing, and Related Support Services
  • BA / M of Marketing/Marketing Management, General
  • MBA

Career Transportability across Countries

Working as a brand manager in an international company gives some opportunity for career transportability. Brand managers can document their findings all over the globe, and use ideas from some markets in others. However, brand management does require a particular understanding of local markets, which can differ across the globe. It would, however, be more challenging to work with a foreign local brand, as the brand’s ethos could be completely different.

What is the Salary of a Brand Manager?

Experience Average salary | year
Brand Executive $74,000 £43,693 $80,000
Brand Manager 1-4 Years $98,000 £55,982 $102,500
VP of Branding 5+ Years $134,000 £73,732 $135,000

What skills are needed to become a Brand Manager?

  • Marketing
  • Marketing Strategy
  • Management
  • Social Media
  • Brand Management
  • Social Media Marketing
  • Digital Marketing
  • Marketing Communications
  • Microsoft Office
  • Customer Service
  • Leadership
  • Sales
  • Advertising
  • Project Management
  • Strategy
  • Market Research
  • Microsoft Excel
  • Brand Development
  • Public Relations
  • Event Management
  • Teamwork
  • Strategic Planning
  • Product Development
  • Retail
  • Time Management

Suggested Brand Manager Courses

For those who are wondering how to become a brand manager, there are some excellent courses available on FutureLearn about general brand knowledge. Our Secret Power of Brands course gives an initial grounding into brands’ importance, and our various marketing courses will help with gaining a broad understanding of this sector.
  • The Secret Power of Brands

    Understand the role of brands and brand management in the modern world and start developing your career in the sector

  • Create a Social Media Marketing Campaign

    Learn to plan and launch a successful social media marketing campaign with the Institute of Coding and the University of Leeds

  • Social Impact in Business: How to Build a Brand that Matters

    Learn how to identify your brands authentic purpose and build a socially-driven and ethical business from the inside out

  • Introduction to Strategic Brand Management with Advertising Week

    Build practical skills in brand management and discover the importance of effective brand strategy and image

  • Get Started With Digital Marketing

    What is digital marketing and why is it so valuable to businesses in todays world Find out with Coventry University Online

  • Digital Skills: Digital Marketing

    Learn about some of the different digital marketing strategies and techniques that are available for businesses to use

Suggested Microcredentials

  • Business Management: Marketing Principles and Practice

    Develop your marketing skills and knowledge to help you make better business decisions and achieve your professional goals

  • International Marketing: Intercultural Communication Management

    Learn how to manage the international marketing for global brands and services and navigate cultural sensitivity in business

Need even more evidence about why you should learn on FutureLearn?

We partner with over 170 world-class universities, institutions and industry leaders to create world-class courses to help you with your career. Whether you’re just starting out, wanting to deepen your knowledge or change direction, FutureLearn and our partners can help. These are just a few of our world-leading partners.