Brand management is the art of distinguishing one company’s product or service from their competition, and a business professional who wants to become a brand marketing manager must combine fundamental marketing principles with a ton of creativity. The marketing concept known as brand management provides the first bridge between a business and its target market, and brand marketing managers strives to create a positive customer experience surrounding a company’s products and services. Without the skilled work of brand marketing managers, many products would be destined to compete with similar offerings on price alone until existing customers figured out the often subtle differences among various products. Here are some of the steps that interested business professionals take to become brand marketing managers.
Obtain an Undergraduate Degree in Marketing
Although most Bachelor of Science (B.S.) in Business Administration degree programs offer a concentration in marketing, the most popular degree for aspiring brand marketing managers is a B.S. in Marketing with a concentration in product and brand management. Students enrolled in this type of degree program can expect to take course work that covers fundamental business concepts, core marketing fundamentals and specialty product management techniques. Upon completion, students are prepared for entry-level employment as marketing analysts that can lead to brand management positions after years of demonstrated success. Marketing professionals who want an advantage in this competitive career field often get an advanced degree in business administration or management.
Gain Progressively Challenging Experience
The position of brand marketing manager is a mid-to senior level one in most companies and requires marketing professionals to have some years of prior experience in advertising and promotions. Students who have well planned career strategies take advantage of valuable marketing and brand management internships for university marketing majors and recent graduates. These programs help aspiring brand marketing managers gain experience before they officially enter the work place and must compete with more senior level people for positions.
Acquire Professional Development Training and Certifications
Brand marketing management professional development training courses offer stagnant careers a boost and help less experienced marketing professionals gain skills to qualify for positions of greater responsibility. These educational opportunities usually result in marketing professionals gaining industry standard certifications that are recognized and valued by all employers. One of the most well known industry training and certification programs for brand management is the Certified Brand Manager course. The course prepares students to sit for an examination that tests their knowledge of brand elements, brand impact on customer relationships and brand analysis techniques that measure the equity between brand promises and actual delivery of company offerings.
Join Industry Associations
Professional organizations are often great sources of industry publications, targeted training, special speaker events and extensive networking opportunities. The Association of International Product Marketing and Management is an example of a professional organization that brand marketing managers would likely join.
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Conclusion
If a company’s product is similar to many others on the market, the odds of customers choosing that product, correctly defining its place among its peers and telling their associates about the product are slim. A business professional who wants to become a brand marketing manager can expect to support the promotion of company products through advertising campaigns, define what makes the company offerings special and give loyal customers a platform for spreading the word about their favorite products.
