What Does a Brand Manager Do? A Comprehensive Guide to Becoming a Brand Manager

Brand management is going to be at the core of every successful business strategy in 2025, shaping how customers perceive companies in a competitive market. 81% of consumers feel that they need to trust the brand they are buying their goods from. Brand managers play a pivotal role in building a company’s identity and driving its success. 

Branding involves creating and maintaining a strong, consistent image that resonates with customers and sets a business apart from its competitors. Brand managers use effective campaigns and strategies to enhance brand reputation, foster customer loyalty and pave the way for business growth.

In this blog, you’ll gain a comprehensive understanding of what a brand manager does, the skills required to excel in this role, and actionable steps to help you embark on a rewarding career in brand management.

What Does a Brand Manager Do? Key Roles and Responsibilities

A brand manager is responsible for creating, developing, and maintaining a company’s brand identity. Brand managers have a dynamic portfolio and require expertise across numerous marketing disciplines, such as advertising, market research, digital marketing, public relations, and product management. 

Why Brand Managers are Important:

• Create and sustain a strong brand identity and brand awareness.
• Develop strategies that differentiate the brand in competitive markets.
• Drive customer engagement and build brand loyalty.
• Align all marketing efforts to maintain consistency in messaging and visuals.

The Broad Nature of the Role:

• Involves cross-functional collaboration with marketing, sales, and product teams.
• Requires analytical skills to interpret market trends and customer behaviours.
• Demands creative thinking for impactful campaigns and strategies.

Also Read: DIY Strategic Marketing Plan for Every Marketeer

Let’s now check out the key responsibilities that a brand manager has to take care of. 

Key Responsibilities of a Brand Manager

The responsibilities of a brand manager span across various aspects of marketing, requiring both strategic planning and hands-on execution. Here are some of the core tasks they manage:

• Conducting Market Research: Gather and analyze customer insights, competitor strategies, and market trends to inform brand strategies.
• Developing Brand Strategies: Create long-term plans to enhance brand awareness, drive customer loyalty, and achieve business objectives.
• Managing Budgets: Oversee the brand’s marketing budget, ensuring effective allocation of resources to maximize ROI.
• Overseeing Marketing Campaigns: Plan and execute campaigns across various channels, such as digital, print, and social media, to promote the brand effectively.
• Maintaining Brand Consistency: Ensure all branding materials, from advertisements to packaging, align with the brand’s identity and messaging.
• Collaborating with Teams: Work closely with product, sales, and marketing teams to ensure cohesive strategies and successful product launches.
• Building Stakeholder Relationships: Act as the bridge between the company, its stakeholders, and customers, ensuring alignment of objectives and clear communication.
• Monitoring Brand Performance: Use analytics tools to track brand performance, measure campaign success, and adjust strategies accordingly.
• Advising Internal Teams: Guide teams on how to maintain the brand’s tone, style, and core values across all touchpoints.

Check out these Management Courses to hone your skills for a career in brand management.

In the following section, you can find a detailed guide on how to become a brand manager.

Step-by-Step Guide: How to Become a Brand Manager

A career as a brand manager requires a combination of formal education, industry experience, and specialized skills. By having the right qualifications, you can learn all about how to become a successful brand manager yourself.

Here are some guidelines on how to become a brand manager. 

Educational Requirements

If you are wondering about how to become a brand manager, a bachelor’s degree in a related field is typically the minimum requirement. Degrees in marketing, business administration, communications, or advertising are especially valued by recruiters. 

For those aiming for higher-level positions, simply learning basic brand management skills isn’t enough. Pursuing an MBA in marketing or brand management can provide deeper insights into business strategy and leadership.

Steps to Becoming a Brand Manager

Here are the main steps on how to become a brand manager.

Step 1: Earn a Relevant Bachelor’s Degree

• Complete a bachelor’s degree in fields like marketing, business administration, advertising, or communications.
• Focus on courses such as consumer behaviour, market research, branding strategies, and digital marketing.
• Gain foundational knowledge in business principles and market dynamics.

Also Read: Digital Marketing Tutorials: A Complete Guide

Step 2: Develop Relevant Skills

• Cultivate strong communication and presentation skills to articulate brand strategies effectively.
• Build analytical abilities to interpret market trends and evaluate campaign success.
• Strengthen creative thinking to design innovative brand campaigns.
• Acquire time management and organizational skills to handle multiple projects simultaneously.

Step 3: Gain Work Experience

• Begin with entry-level roles in marketing, advertising, or sales, such as marketing coordinator, advertising executive, or social media specialist.
• Work on projects that involve market research, campaign management, and customer engagement.
• Internships with established companies can provide hands-on experience on practical challenges associated with brand management and also provide valuable networking opportunities.

Step 4: Consider Pursuing an MBA

• Enrol in an MBA program with a specialization in marketing, brand management, or strategy.
• Leverage the program to develop advanced skills in leadership, business analytics, and brand positioning.
• Use the MBA network to connect with industry professionals and explore opportunities in brand management.

Step 5: Transition into Brand-Focused Roles

• Apply for roles such as brand assistant, product marketing executive, or marketing analyst, which focus more on branding responsibilities.
• Collaborate with senior brand managers and cross-functional teams to understand the nuances of brand positioning and campaign execution.
• Take ownership of smaller branding projects to demonstrate leadership potential and your knowledge. 

Step 6: Stay Updated and Build Your Portfolio

• Stay informed about the latest marketing trends, branding tools, and consumer insights through industry resources and certifications.
• Build a portfolio showcasing successful campaigns, rebranding initiatives, and measurable results from your marketing efforts.
• Consider certifications like Google Analytics, HubSpot Marketing, or brand strategy courses to enhance your credibility.

Step 7: Network and Seek Mentorship

• Attend marketing seminars, branding workshops, and industry events to connect with professionals in the field.
• Seek mentorship from experienced brand managers to gain insights into career progression and industry best practices.

Step 8: Apply for Brand Manager Positions

• Prepare a compelling resume highlighting your education, work experience, and accomplishments in marketing or branding projects. 
• Tailor your application to showcase your expertise in brand development, campaign management, and consumer engagement.
• Demonstrate your ability to align branding strategies with business objectives during interviews.

Sign up with one of these Online MBA Degree Courses from World’s Top B-schools to cultivate the skills you need for a brand management career. 

Now that you know how to become a brand manager, let’s have a look at the essential skills you need to become a brand manager. 

Essential Skills Every Brand Manager Needs to Succeed

To excel as a brand manager, you need a diverse set of skills that combine creativity, strategic thinking, and effective communication. Here are the key skills every brand manager needs and how they contribute to success:

Strategic Thinking

• The ability to develop long-term plans that align branding efforts with business objectives.
• Strategic thinking ensures that campaigns and initiatives not only build brand equity but also drive measurable business results.

Adaptability

• The capacity to pivot quickly and adjust strategies in response to market changes or consumer behaviour.
• In a fast-paced, dynamic industry, brand managers must stay ahead of trends and remain flexible to maintain relevance.

Creativity

• The skill to conceptualize innovative campaigns, slogans, and visuals that capture audience attention.
• Creativity is essential for differentiating a brand in a crowded marketplace and fostering emotional connections with consumers.

Communication Skills

• The ability to articulate ideas clearly through written, verbal, and visual mediums.
• Effective communication is key to collaborating with teams, presenting ideas to stakeholders, and conveying consistent messaging to the target audience.

Analytical Thinking

• The ability to interpret data, evaluate campaign performance, and derive actionable insights.
• Analytics help brand managers measure success, identify areas for improvement, and refine their strategies for better results.

Leadership and Team Management

• Skills in guiding cross-functional teams, motivating colleagues, and fostering collaboration.
• Brand managers often lead diverse teams, including marketing, product, and sales, making strong leadership essential for ensuring alignment.

Budget Management

• The ability to allocate resources effectively and stay within financial limits.
• Managing budgets ensures that branding efforts are cost-effective while maximizing ROI.

Market Research Skills

• Proficiency in gathering and analyzing customer insights, competitor strategies, and industry trends.
• Understanding the market helps brand managers create targeted campaigns that resonate with their audience. 

Time Management

• The skill to prioritize tasks, manage multiple projects, and meet deadlines efficiently.
• Brand managers juggle numerous responsibilities, making effective time management crucial to staying organized and productive.

Storytelling

• Crafting compelling narratives that reflect the brand’s values, mission, and vision.
• Storytelling creates emotional connections with consumers, turning them into loyal advocates of the brand.

Now, let’s explore some tools that make it easier for brand managers to do their job. These will come in handy for you once you learn how to become a brand manager. 

Top Tools That Empower Brand Managers

Brand managers rely on a range of tools to streamline their work, manage customer relationships, monitor brand performance, and make data-driven decisions. Here’s a list of essential tools that help brand managers to accomplish their goals. 

Being a brand manager can open up a lot of great career opportunities. Let’s have a look at some of them. 

Career Growth Opportunities for Brand Managers

In today’s competitive markets, companies increasingly invest in brand management to differentiate themselves and drive long-term growth. As a brand manager, you can use your advanced understanding to find better work opportunities.

Career Growth Opportunities: 

1. Communications Director: Focuses on managing external and internal communications, ensuring that the brand’s messaging aligns with its identity.
2. Chief Marketing Officer (CMO): Leads all marketing functions, including brand strategy, digital marketing, and product positioning.
3. Global Brand Manager: Manages branding efforts across multiple markets, often overseeing international campaigns.
4. Entrepreneurship: Many brand managers leverage their expertise to start their own agencies or consultancy firms.

Salary Statistics for Brand Managers (2025)

Brand manager salaries vary by region, industry demand, and company size. Here are the updated average annual salaries for brand managers in different parts of India:

Source: Glassdoor

Let’s now learn about the ways in which a brand manager is different from a marketing manager.

Difference Between Brand Manager and Marketing Manager

While both roles contribute to a company’s success, their focus areas and responsibilities differ. Here is a breakdown of the key differences between the roles of a brand manager and a marketing manager. 

A brand manager ensures that every aspect of the business reflects and enhances the brand’s identity, from advertising to customer interactions. A marketing manager focuses on implementing marketing strategies to generate leads and drive revenue. 

By taking professional courses in brand management, you can firmly establish yourself in this dynamic field. Find out how upGrad can help you with that. 

How upGrad Can Help You Excel in Brand Management

Brand Management is a comprehensive field of study and enrolling for a degree course can help you to develop the skills you need for it. upGrad offers numerous courses that are apt for a career in brand management. 

Here are some of the popular brand management courses that upGrad has to offer. 

• MICA's Advanced Certificate in Brand Communication Management
• Marketing Masterclass: Create Your Brand
• Fundamentals of Marketing
• Post Graduate Diploma in Management (BIMTECH)
• MBA in Business and Law from O.P.Jindal Global University
• Advanced General Management Program
• Introduction to Advertising
• Business Analytics Certification Programme
• Professional Certificate Program in Business Analytics & Consulting in association with PwC India
• Introduction to Business Analytics

Are you wondering which business degree course is perfect for your future career aspirations? Then book a free career counseling session today to benefit from personalized career guidance from industry experts. 

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Reference:

https://www.thedrum.com/news/2021/03/24/just-over-third-consumers-trust-brands-say-clear-channel-and-jcdecaux 
https://www.glassdoor.co.in/Salaries/mumbai-brand-manager-salary-SRCH_IL.0,6_IM1070_KO7,20.htm 
https://www.glassdoor.co.in/Salaries/bangalore-brand-manager-salary-SRCH_IL.0,9_IM1091_KO10,23.htm 
https://www.glassdoor.co.in/Salaries/new-delhi-brand-manager-salary-SRCH_IL.0,9_IM1083_KO10,23.htm 
https://www.glassdoor.co.in/Salaries/hyderabad-brand-manager-salary-SRCH_IL.0,9_IM1076_KO10,23.htm 
https://www.glassdoor.co.in/Salaries/chennai-brand-manager-salary-SRCH_IL.0,7_IM1067_KO8,21.htm