brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This can result from combination of increased sales and increased price, and/ or reduced cost of goods sold, and/ or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand, and thus, "Brand Managers" often carry line-management accountability for a brand's P&L (Profit & Loss) profitability, in contrast to marketing staff manager roles, which are allocated budgets from above, to manage and execute. In this regard, Brand Management is often viewed in orginisations as a broader and more strategic role than Marketing alone.
- First impressions count. The face of every company, a brand will be seen before anything else, therefor it is the Brand Manager's responsibility to make sure it says all the right things.
- Using clear brand guidelines, a Brand Manager must make sure everything the company produces is right for its audience.
- Research is a key part of the role, especially to keep the brand up to date. This can involve anything from looking into how effective a piece of marketing is, to monitoring the current market trends.
- Social interaction and frequent communication is required.
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