One of the primary roles of a brand manager is to apply effective marketing techniques to promote and analyse the performance of a particular brand.
A successful brand manager must be able to efficiently analyse activities in the market place, and apply this to the performance of the brand or brand portfolio. The position requires assessment of expenditure against profit to maximise performance of the brand, and strong team management skills. The brand manager must be assertive, as daily decision-making is essential.
Current trends require brand managers to have at least a degree in marketing, or another closely related field such as advertising or public relations. The requirement of a master’s degree in the industry is becoming increasingly important. The annual salary within the UK for a brand manager hovers around £30,000 to £40,000, although this largely depends on experience, training, education, and the company.

• Communication, including good listening skills, the ability to present information with clarity and negotiating at various levels
• Project management
• Team management
• Multitasking
• Being both creative and analytical, maintaining an enthusiastic spirit
• Networking
• Planning
• Organisation

Brand Managers have a number of different qualifications which include Associate, Bachelors and Masters Degrees in Business or Marketing. Other Marketing qualifications include:
•    Chartered Institute of Marketing (CIM).
•    Institute of Direct Marketing (IDM).
•    Institute of Sales and Marketing Management (ISMM).
•    Communication Advertising and Marketing Education Foundation (CAM).