Which studies to become a brand manager?

Après quelques années d’expérience, le brand manager a la possibilité d’évoluer vers diverses fonctions. Il peut se tourner vers des postes à plus hautes responsabilités comme directeur marketing, ou encore occuper un poste de social media manager, responsable de communication digitale ou chef de projet. Découvrez les différents MBA proposés par l’IPAG qui forment les futurs managers dans les domaines de la finance, du luxe, du commerce international et bien d’autres.

After a few years of experience, the brand manager has the possibility of moving on to various functions. He or she can move on to more senior positions such as marketing director, social media manager, digital communication manager or project manager. Discover the different MBAs offered by IPAG which train future managers in the fields of finance, luxury, international trade and many others.

What is a brand manager?

A brand manager is the person responsible for marketing the image and territory of a brand across all online and offline media. Many companies call on a brand manager to guarantee the coherence of their brand in actions related to products or services, communication, packaging or commercial operations. To do this, the brand manager develops a strategic plan to spread a positive image of the company and its brands among the general public and the media.

What are the brand manager's tasks?

To ensure the deployment of the brand strategy, the brand manager carries out different types of missions. They carry out market studies - called benchmarks - to analyse market trends, consumer behaviour and consumption habits. The aim is to be able to build a brand strategy according to the expectations of the target.

To increase sales or brand visibility, the brand manager implements actions to enhance the brand's value on the various media and distribution channels. The brand manager thinks about the most suitable communication media and works on the brand's visual identity. He/she ensures that the products or services marketed and the content of the messages disseminated correspond to the identity and values of the company.

The brand manager is responsible for the company's e-reputation strategy and analyses its impact on social networks. The role of the brand manager also consists of analysing the marketing actions and campaigns implemented in terms of visibility, new customers or turnover. The brand manager's job is a key position for a brand, particularly thanks to the strategic recommendations he or she makes to optimise current actions or launch new projects.

What qualities and skills are required to become a brand manager?

The job of brand manager requires a mastery of marketing principles, market research and strategy construction. It will be easier to access this type of position, and to be operational quickly, if you have a good understanding of the company's environment, the strategic, economic, political and ecological issues of the sector and of the brand.

In order to implement an appropriate brand strategy, the brand manager must have knowledge of the product creation and launch process. A job as a brand manager also implies mastering digital tools and offline channels (media buying, etc.).

Relational skills are a major asset for a brand manager. It allows him/her to manage the different projects and stakeholders. Creativity is another key skill. It allows the brand manager to come up with innovative ideas and breathe new life into brand strategies. To stand out from the recruiters, a good command of English as well as knowledge of SEO and graphic design are highly appreciated.

How to become a brand manager?

To become a brand manager, it is recommended that you complete a 5-year degree. This position is sought after in various sectors of activity (large companies, communication agencies, consulting firms, etc.) and promises great opportunities.

The IPAG business school trains for the brand manager profession through bachelors in marketing, international trade or management. These bachelors allow you to acquire knowledge of the tools and techniques of digital marketing and communication. Then specialise in webmarketing, business development and traffic management with our Master's in Digital Marketing Online.

The brand manager's salary

A brand manager's salary will depend on his or her level of experience, profile and the size of the structure in which he or she works. For a junior profile, the average salary is estimated to be between 28 and 35 k€. An experienced brand manager, with at least 5 years experience, can earn up to 45 k€. For a senior profile, the average salary is between 45 and 60 k€.