brand glossary: brand manager

An individual responsible for the performance for a product or service brand, or portfolio of brands. Depending on the organization, a brand manager’s responsibility can range across many aspects of how a brand is brought to market. These include research and development, analysis and planning, the development of marketing strategies, the development of brand assets (e.g., naming, packaging, design, personality or character, story, voice), ensuring these assets are upheld, and managing the reputation and differentiation of the brand.