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What Does a Brand Manager Do?
There are countless titles in the marketing field more so now with the advent of the Fourth Industrial Revolution and the ubiquity of social media. One of these titles is “brand manager”. Now, you will probably be asking what a brand manager does. To answer this properly, we’re going to first need to delve into what a brand is before we can show you how to manage a brand. Internationally renowned marketing gurus Philip Kotler and Kevin Lane Keller, in the 12th Edition of their seminal work entitled Marketing Management (2006), look at how the American Marketing Association (AMA) defines a ‘brand’. The association defines this concept as: “A name, term, sign, symbol or design or a combination of them intended to identify the goods or services of one seller or design or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”
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