Last Updated: November 4, 2020

In a large company, professionals must plan and coordinate their products to drive sales and ensure survival in the business world. Many times, a company might produce several different products, each requiring separate branding strategies and approaches to market effectively.

To ensure a brand’s success, companies assign a brand manager to oversee market research, development, and the various marketing strategies of a brand. Read on to discover how a brand manager leads his or her team in branding strategy and implementation.

What do they do?

Location and Opportunity

Job growth for brand managers is rising in larger cities with marketing firms and corporate offices. According to, the following cities have high concentrations of brand manager positions:

  • New York, NY
  • San Francisco, CA
  • Chicago, IL
  • Houston, TX
  • Los Angeles, CA

Companies who produce several different brands treat those brands separately from each other. There is no “one size fits all” marketing strategy, so one individual must do the research, develop a plan of attack, and see those plans to fruition.

Brand managers conduct initial market research for a brand, gathering data about where a product fits in with the rest of the market. This includes polling demographics, discovering demand for a product, and asking people what makes a particular product stand out.

After extensive research, brand managers develop monthly objectives with their team with the goal of increasing a brand’s value. This includes developing marketing strategies and introducing the brand to the public. Throughout a brand’s life, the brand manager reports to higher level marketing staff about sales, how marketing strategies are affecting those sales, and how a brand can reach even more consumers.

Some professionals brand managers work with include:


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Brand managers are mid- to high-level employees, meaning they’ve worked up through the ranks and developed an excellent intuition for introducing new brands and growing them to become successful. Because they typically work with a branding team, strong leadership skills are a must for any brand manager.

Most brand managers must earn at least bachelor’s degrees in addition to several years of experience before getting the chance to develop marketing strategies for a brand.

Become a Brand Manager

Depending on the company you work for, previous experience, and the product you’re selling, brand managers have the ability to earn competitive pay. Most brand managers typically make between $60,000 and $80,000 a year.

If you’re interested in a career as a brand manager, contact schools offering degrees in marketing or advertising.