1. Introduction in the life of a Brand Manager
Nicole Berx
15/05/2013

2. Agenda
1. The House of Marketing
2. An introduction in the life of a Brand Manager
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3. What is The House of Marketing?
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4. We deliver Marketing expertise in four areas through
operational and consulting assignments
•
•
•
Market Intelligence
Segmentation
Branding & Positioning
•
•
•
Business & Marketing Planning
Employer Branding
Sustainability
•
•
•
Pricing
Product/ Brand/ Category
Management
Communication (offline & online)
•
•
•
Social Media
Shopper Marketing
Customer Relationship Management
III. Organization
capabilities
•
•
•
Customer Process Management
Organization & Change Management
Customer Experience
•
•
Marketing Audit
Marketing Coaching & Training
IV. Performance
Management
•
•
•
Marketing Dashboards
Marketing Performance Management
Customer Lifetime Value & ROMI
I. Strategic
Marketing
II. Go-to-Market
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5. Agenda
1. The House of Marketing
2. An introduction in the life of a Brand Manager
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6. Today you will be the Brand Manager of Maes
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7. What are the responsibilities and roles of a Brand Manager?
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8. VIDEO Patricia BRAND MANAGER
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9. A Brand Manager gets in touch with different Marketers
CRM-Manager
Market
researcher
Sales Manager
R&D researcher
Trade Marketer
Pricing
Manager
Communication
Manager
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Advertising
Agency

10. As a Brand Manager, you get the assignment to launch a
new product
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11. Where will you start?
4. Evaluate the
success
3. Launch the
product
2. Develop the
roduct
1. Gather insights
& understand
market
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12. Get an understanding of the opportunities and the trends
through market research
Marketers in charge:
• Internal : Market Researcher
• External : Market Research
Company
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13. How does a Brand Manager work with an external agency?
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14. Market researcher GfK
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15. The output of the market research gives you the insights
and trends of the market (1/2)
What does this graph tell you?
Consumption per household (monthly basis)
16
14
12
Lager
10
Fruit beer
8
Abbey beer
6
White beer
4
Stong beer
2
0
2004
2007
2010
Based upon fictive data
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2013

16. The output of the market research gives you the insights
and trends of the market (2/2)
What does this bar chart tell you?
12
10
8
6
Women
4
Men
2
0
Lager Fruity Abbey White Strong
beer beer beer beer beer
Based upon fictive data
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17. The second step is to develop the product
4. Evaluate the
success
3. Launch the
product
2. Develop the
roduct
1. Gather insights
& understand
market
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18. Brainstorm: What type of product will you develop based
upon the output of the market research? And how will you
position it?
Marketers in charge:
•R&D
• Product Manager
• Pricing Manager
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19. Maes developed a new beer ‘Maes Radler’
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20. Third step is to launch the product
4. Evaluate the
success
3. Launch the
product
2. Develop the
roduct
1. Gather insights
& understand
market
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21. Once you have your product you need to set up a
communication plan
Marketers in charge:
• Communication Manager
• Advertising Agency
• Product Manager
• Brand Manager
Make sure your online and offline communication is integrated
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22. The advertising agency is responsible for the creation and
execution of the campaign
Account
Management
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Strategic
Planning
Creative
Team
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Media
Planning
Production

23. Typical structure in an advertising agency
Client
Account Director
Account Executives
Strategic
Director
Creative
Director
Strategic
Planners
Creative
Designers
Production
Account Director and Account Executives are responsible for the
communication between the client and the agency
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24. Account Executive is intermediary between advertising
agency and ‘client’
Maintaining the relationship with the client
Knows the client!
Determines communication strategy
Sets up meetings with the creative team to ensure
the client’s needs and goal are being met
Responsible for managing the client’s ad budget and
timing
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25. Strategic planner makes sure that the message of the ad
cuts through and connect with its audience
Identifying what the objective is that the client wants to bring
Analyzing the market: what is holding the client from delivering
this message
Developing a creative strategy in how the message will reach
the right audience
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26. Creative team develops the advertisement based upon the
briefings from the AE and the strategic planner
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27. Production is responsible for the execution of the creative
ideas
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28. Media Planner defines the media planning and chooses
media channels
Analyses the
product and its
role on the
market
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Analyses the
different media
and the publicity
run by the
competitors
Sets up media
plan, where he
can reach the
target group
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Measures how
good you reach
your target
group

29. A Brand Manager can work together with a Trade Marketer
on how to get the products in store
Marketer in charge:
• Trade Marketer
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30. What are the responsibilities and roles of a Trade Marketer?
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31. VIDEO Loes Trade Marketer
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32. Examples of Maes Radler displays in retail stores
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33. Finally you need to evaluate your success
4. Evaluate the
success
3. Launch the
product
2. Develop the
roduct
1. Gather insights
& understand
market
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34. Once your product is launched it is important to follow-up
on your product
Evaluate your campaign
Keep your product relevant
Build your customer base
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35. Of course there are many other job possibilities in marketing
Internet Marketing Executive (M/V)
Segment Manager
Concept Developer – Marketing Department
Analyst Marketing (H/F)
Customer Relations Manager
Customer Intelligence Manager
Product Marketing and Business
Development Manager
Sales and Marketing Trainees
SEO/SEA Manager
Product Manager
Digital Marketer
Commercial Director
Segment Manager
Sales Planning and Business Intelligence Manager
Communications Assistant Brand Activation
Supply Chain Manager
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36. Any Questions?
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37. Want to know more about The House of Marketing?
Nicole Berx
E-Mail: Nicole.Berx@thom.eu
The House of Marketing
Kardinaal Mercierplein, 2
B-2800 Mechelen
Belgium
Fax
+32 (0)15 444 044
www.thehouseofmarketing.be
Join us on LinkedIn
Follow us on Twitter
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