Brand manager: what is it and what are its functions?

Managing a brand’s strategy, a professional responsible for designing, implementing, and overseeing the actions aimed at projecting a company’s image. This is, broadly speaking, what is known as a brand manager, a profession considered one of the most in-demand roles in the marketing, communication, and entertainment industries. Do you want to know more about their functions and how much these professionals earn?

Marketing and communication move billions of euros internationally. In Spain, a Statista report shows that, according to the most recent available data, the marketing industry generates around €30 billion. Companies are increasingly aware of the need to manage their image, control their presence on social media, and take ownership of the corporate identity they project to potential consumers. This is where the brand manager plays a key role—a professional profile ranked among the three most in-demand roles according to a study by consulting firm Morgan Philips Hudson Executive.

These professionals have a strategic management profile. They are responsible for launching or relaunching a brand to support its growth or redirect its trajectory. Therefore, answering the question of what a brand manager is involves highlighting their analytical role—understanding the company in depth—as well as their creativity and innovation to propose actions and initiatives that enhance the brand’s image.

What is a brand manager?

The brand manager of a company is the person responsible for managing and controlling the image that is communicated. In other words, this professional is in charge of developing a strategy focused on achieving specific objectives that form part of the brand image plan, which in turn is included in the company’s overall marketing and communication strategy.

Their responsibilities range from deeply analyzing a company’s strengths to conducting market research, analyzing competitors, and proposing initiatives aligned with the mission and vision a company aims to communicate. It is a profession with high employability, which is why it is important to understand what a brand manager does and what their functions are.

What does a brand manager do?

They are professionals with extensive knowledge of the specific sector in which they operate, meaning the industry of the brand they represent. They can work internally within a company or provide external services through specialized consultancies. These are the main activities and responsibilities of a brand manager:

1. Deep knowledge of the sector and market trends.
2. Analysis and understanding of the brand’s strengths and competitive advantages. Analytical skills are essential.
3. Planning a brand strategy to achieve established objectives.
4. Budget management and control, optimizing available resources efficiently.
5. Execution of branding initiatives, coordinating teams and analyzing results from marketing and communication actions.
6. Monitoring campaigns and reviewing reports to ensure objectives are being met.

The brand manager must always start from a clear understanding of the brand’s competitive advantages, as well as the needs and values of the target audience. The combination of these elements shapes the branding strategy that leads the company toward its goals.

How much does a brand manager earn?

This profile is one of the most in-demand in marketing and communication. According to Glassdoor, the average salary of brand managers in Spain is €52,386 gross per year, reaching up to €82,718 for senior professionals.

Several factors influence the final salary of these highly specialized professionals:

• Educational background and advanced qualifications.
• Professional experience in the sector.
• Career track record as a brand manager.

In short, there are clear differences between junior professionals and senior profiles, as in many other careers. Over time, salaries tend to increase significantly for brand managers.

What should you study to become a brand manager?

Becoming a brand manager requires specialized knowledge in marketing and communication. Today, there are several academic programs that are ideal for entering this profession. The best option is to pursue postgraduate studies in marketing, corporate communication, and brand management, where the focus is on analytical skills and strategic branding tools.

At EAE Barcelona, students can choose from two specific programs designed for this professional profile:

• The Master in Marketing Management, which provides a global understanding of brand leadership.
• The Master in Corporate Communication & Brand Management, a highly specialized program.

In addition to specialization, practical experience is key. Internships and hands-on learning are essential to stand out in this competitive field.