Guide to Brand Management: Definition, Jobs, Careers (2025)

Written by Coursera Staff • Updated on

Learn more about brand management, brand manager jobs, and how to take your first steps into a brand management career.

[Featured image] A group of brand marketers is brainstorming ideas.

Brand management is a strategic approach to managing a company's reputation and perceived value. Its goals include building brand awareness, fostering brand loyalty, and differentiating a brand from its competitors.

As a brand manager, you’ll typically work in marketing and advertising departments and be responsible for developing and executing marketing plans, overseeing research initiatives, and managing promotional activities. To be a successful brand manager, you must have strong communication, analytical, and strategic planning skills. By choosing a career in brand management, you become a vital part of the brand-building process.

What is brand management?

Brand management is creating and maintaining a strong, recognisable brand. This includes developing and managing your brand's image, identity, and reputation. As a brand manager, you'll define and create relationships with customers, employees, partners, and stakeholders. Brand management is a strategic process through which you align your brand strategy with the overall business strategy.

What are the principles of brand management?

The principles of brand management, including conceptualising and enhancing, help you frame the brand management process. These principles encompass various facets of branding, including:

  • Conceptualising and creating a unique identity for the brand.

  • Protecting and enhancing the equity of the brand.

  • Managing and adapting the brand to offer customer value over time.

As a brand manager, you’ll need to research and stay ahead of the competition. You’ll need to understand how your marketplace perceives your brand. As you build and maintain your brand, you’ll need to keep these fundamental principles in mind:

  • Think about who you’re trying to reach with your message.

  • Make brand messaging concise and clear.

  • Target your audience. 

  • Focus on what makes your brand different from competitors.

  • Continuously monitor and adjust your brand strategy.

  • Aim for an emotional impact on your customers and prospects.

  • Have a central repository for brand assets and guidelines to keep things consistent.

  • Ensure your brand is consistent across channels, from your website to social media to your physical collateral.

Why is brand management essential?

When you have a successful brand, you can earn more, spend less on advertising, and build value in your business. Consider the following ways your brand impacts your bottom line. 

  • Your brand management process may help you build customer loyalty and repeat business. 

  • A well-planned brand can make it easier to attract new customers and help your company expand into new markets, spending less per sale. 

  • A well-managed brand can improve your company’s image and help you earn a higher price for your products or services. 

  • Effective brand management can help your company protect its intellectual property and defend itself against imitators.

What processes will you follow as a brand manager?

As a brand manager, your job is to ensure that your company's image is positive and that consumers see its products as high quality. You'll need to be able to create and maintain a strong branding image. Below are some processes you might go through as you manage brand identity:

  • Analyse customer and competitor insights.

  • Analyse sales forecasts and relevant financial data and report on product sales.

  • Design and develop brand assets, including your style guide, digital asset guidelines, value proposition, and brand vision.

  • Execute communications and media actions across all channels, including your website, print media, and social media.

  • Manage the advertising and promotional budget.

  • Establish and maintain product branding through the creation and management of promotional collateral.

Job titles and salary of brand professionals

According to the National Careers Service, brand managers have an average annual salary from £30,000 to £65,000 as they gain career experience [1]. In marketing, the title of brand manager may differ from organisation to organisation, and you may go by marketing manager or account manager. Below is a range of job titles and salaries that work in brand management and marketing:

(All salary information is average annual base pay from Glassdoor UK as of October 2024)

  • Assistant brand manager: £33,804

  • Brand manager: £43,358 

  • Senior brand manager: £55,988

  • Account manager: £41,923

  • Marketing manager: £44,514

  • Brand strategist: £53,722

  • Marketing director: £82,190

  • Strategy director: £95,343

Where do brand management professionals typically work?

Most brand managers work for corporations or marketing firms in various industries. You’ll uphold and promote the image of the brands you represent. You’ll work closely with marketing, advertising, and sales to steer the brand in the right direction. 

How to build a successful career in brand management 

You’ll need a strong understanding of marketing and branding principles to have a successful brand management career. You’ll identify customer needs and develop strategies to meet those needs. You can learn the competencies required through university qualifications, certifications, courses, apprenticeships, and experience.

Earn suitable qualifications through a university course. 

Brand management is a challenging and rewarding career. To be successful, you'll need the right qualifications and experience. A bachelor's degree in marketing, advertising, business, or a related major is a good start. Some employers may require an MBA or similar advanced degree. Relevant industry and work experience is essential for some employers to consider you for a role in brand management.

Gain experience through an apprenticeship.

Those looking to gain hands-on experience in marketing might consider an apprenticeship such as the Marketing Assistant or Marketing Executive Level 3 Advanced Apprenticeship. If you already have experience in marketing, higher level apprenticeships such as Marketing Manager Level 6 Higher Apprenticeship might be available to you. To apply for a level 3 apprenticeship, you’ll need at least 5 GCSEs in grades 9 to 4 (A* to C) or equivalent. You’ll need 4 or 5 GCSEs in grades 9 to 4 (A* to C) and A levels or equivalent for a higher level.

Earn a marketing qualification. 

If you have relevant marketing experience, earning a professional marketing qualification can help you qualify for a brand or marketing manager job. Some qualifications from the Chartered Institute of Marketing (CIM) to consider include:

  • Level 3 CIM Foundation Certificate in Professional & Digital Marketing

  • Level 4 CIM Certificate in Professional & Digital Marketing

  • Level 6 CIM Diploma in Professional & Digital Marketing

  • CIM Marketing Leadership Programme Level 7

Build a professional network.

Get connected with other professionals in your field and attend industry events. Join relevant online communities and forums. Start networking with potential employers. Consider joining a mentorship programme or professional organisation such as the CIM.

Develop and demonstrate essential competencies. 

When applying for brand management jobs, you must demonstrate that you've built the knowledge and skills to do the job. You'll have to present yourself as an expert in managing all aspects of the brand lifecycle, from planning and development to launch and ongoing management. Explore some of the brand manager skills you'll need to demonstrate through your experience, education, and training:

  • An understanding of building brand awareness and the marketing mix

  • Knowledge of product packaging and retail

  • Excellent written and verbal communication skills

  • Collaboration and teamwork

  • Determination and perseverance

  • Relationship management skills

  • A strong focus on results

  • A high degree of business acumen

  • Analytical thinking

  • Creative thinking

  • Project management and leadership skills

  • Excellent at multitasking and delegating

  • Organisation and responsibility

  • Storytelling skills

Career prospects for brand management professionals

The demand for brand management competencies is expected to grow as businesses increasingly rely on branding and marketing to reach their target audiences. 

Brand management careers can take many different paths. Look at this outline of some of the junior, mid-level, and senior roles you could target as you move through your career.

(All salary information is average annual base pay from Glassdoor UK as of October 2024)

Junior roles leading to brand management

You might be able to get a junior brand manager role straight from college. As a junior brand manager, you’ll develop and execute marketing plans, conduct market research, and analyse data to determine the effectiveness of marketing programmes. The following are some entry-level and junior roles and their average UK salary: 

  • Sales representative: £37,969

  • Data analyst: £36,491

  • Project manager: £49,043

  • Market researcher: £27,563

Mid-level roles in brand management

Mid-level roles in brand management tend to involve more strategic planning and decision-making than junior roles. As a mid-level brand manager, you'll develop long-term marketing strategies, set budgets, and oversee the execution of marketing plans. You'll also monitor competitors’ activities and developments in the marketplace. Check out some mid-level brand management roles and their average salary:

  • Brand manager: £43,358

  • Associate brand manager: £58,530

  • Product manager: £61,184

Senior roles and moving on from brand management

Senior roles in brand management involve even more strategic thinking and decision-making. As a senior brand manager, you'll be responsible for: 

  • Developing an overall branding strategy for a company

  • Managing complex budgets

  • Ensuring that all marketing initiatives align with the company’s overall business strategy

  • Leading a team of brand managers and other marketing professionals

You may also be responsible for developing long-term brand plans, managing multiple brands, or working with international markets. As you progress in your career and build your competencies, you may be able to look at board-level roles. Three possible roles and their average annual salary include:

  • Director of marketing: £82,190

  • Chief marketing officer (CMO): £115,754

  • Vice president of marketing: £94,261

Want to learn more about brand management?

Brand management is a key part of a company's image in its overall marketing strategy. Roles in brand management vary but offer high earning potential as you progress through your career with experience. If you want to learn more about brand management, take some courses. Many different types of courses are available. Choose programmes that fit your needs and interests to enhance your CV. For example, you might consider the Brand Management: Aligning Business, Brand and Behaviour Course offered by the University of London. The course covers topics like brand design, engagement, and metrics.

Article sources

  1. National Careers Service. “Marketing manager, https://nationalcareers.service.gov.uk/job-profiles/marketing-manager.” Accessed 17 October 2024.

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