Let us see what a brand manager does.

• A brand manager maintains a brand’s character, image and integrity.
• He puts brands that deliver value in the service of the consumers.
• He assures the consumers that they can trust the brand they are buying.
• A brand manager has to assure the brand’s success.
• There is a battle for resources in the organisation. A brand manger advocates his brand’s requirements of resources effectively. He makes use of consumer feedback to claim for resources.
• Brand managers have to be within a framework. But they should know when to expand the boundaries of this framework and cross it if necessary in view of the market conditions.
• Brand managers have to work in collaboration with the other departments.
• Brand management is slowly evolving into category management. A brand manager takes an inside-the-company viewpoint and seeks to maximise the brand’s share, position and equity through managerial effort.In category management, an outside-view is taken. Category managers take care of a number of brands within that category. They have a strong influence in pricing, promotion, advertising and all of the marketing and sales activities of their category. They have considerable work at the level of the distribution channels.
• Brand management provides power to sales management and customer teams serving influential customers.
• In brand management, there is a challenge to balance the short-term and the long-term goals.
• It is important to have consistency in brand identity.