WHAT DOES A BRAND DO?

Published: May 21, 2025 – The Brand Professional leads the development of brand architecture and positioning to differentiate products in competitive markets. This position coordinates with marketing, design, and product teams to ensure cohesive brand storytelling across advertising, packaging, and digital media. The individual also evaluates brand equity through research, customer feedback, and performance metrics to inform strategic improvements and long-term planning.

A Review of Professional Skills and Functions for Brand

1. Brand Activation Analyst Functions

  • Brand Promotion: Promote brands with rich stories and a focus on enhancing lives through experiences.
  • Cross-functional Collaboration: Collaborate across functions to ensure communications align with the brand strategy.
  • Brand Activation Planning: Develop brand activation plans for preferred partners, working with internal teams and external agencies.
  • Branding Execution: Perform branding activities across various channels to strengthen the presence.
  • Asset Creation: Create assets and POP materials while managing digital assets, including the official website.
  • Event Coordination: Coordinate events and partnerships and execute marketing strategies, online and offline.
  • Budget Tracking: Track budgets for all activities.
  • Lean Thinking: Engage in Lean Thinking projects and activities to foster continuous improvement.
  • Brand Strategy Enhancement: Enhance brand expression and strategy alignment.
  • Market Support: Support in-market needs and reinforce the brand's reputation for quality and innovation.

2. Brand Activation Manager Responsibilities

  • Market Analysis: Develops a detailed understanding of all aspects of the market using global insights plus local category, trade, shopper and consumer, and competitor data that provides a competitive advantage.
  • Program Development: Develops a winning program of activities and initiatives in line with global direction and the International marketing cycle plan that drives consumer and shopper interest to meet agreed sales and margin targets.
  • Strategic Input: Provides input to program development and annual marketing cycle plan to meet business goals in line with global direction.
  • Target Management: Ensures that brand pricing, sales, and margin targets are agreed and met.
  • Activity Evaluation: Evaluates key marketing activities to share learning and improvement opportunities.
  • Product Portfolio Management: Manages the local market product portfolio and all product-related executional elements, in conjunction with International Marketing.
  • Sales Collaboration: Works closely with local sales teams to maximize opportunities and ensure effective implementation of strategies and plans within major channels and customers.
  • Cross-functional Coordination: Liaises with cross-functional departments to ensure seamless implementation of in-market initiatives (e.g., forecasting, inventory management, Financials, and Trade stories).
  • Consumer Activation: Manages all consumer activations in conjunction with International Marketing.

3. Brand Ambassador Job Description

  • Brand Ambassadorship: Act as an outgoing and dynamic brand ambassador for the brand
  • Brand Representation: Embody the essence of partner brands and target markets.
  • Consumer Experience Guidance: Guide the consumer experience as both a communicator and a development resource.
  • Adaptability: Work on a part-time/full-time basis in a fast-paced environment.
  • Customer Engagement: Initiate conversations and connect with customers to enhance the shopping experience.
  • Consumer Outreach: Reach consumer groups not typically accessible to the company.
  • Face-to-face Marketing: Utilize face-to-face interactions to drive outcomes and performance.
  • Team Collaboration: Join a rapidly expanding team and influence product development and business operations in Singapore.
  • Customer Connection: Create a seamless connection between customers and the brand.
  • Market Contribution: Contribute to shaping the company's success in the market.

4. Brand Designer Overview

  • Visual Design: Demonstrate compelling visual design and engaging brand experiences
  • Problem Solving: Understand and explore a problem, then provide solutions that translate into high-quality experiences
  • Design Quality: Continually elevate the "quality bar" for design that captures the attention of executives, partners, and competitors
  • Collaboration: Remain highly collaborative with others, and exercise clear communication skills
  • Idea Sharing: Share fresh ideas and perspectives with a diverse and highly creative team
  • Feedback Iteration: Maintain a positive attitude with the maturity to iterate following team/client feedback
  • Prioritization: Balance multiple priorities and timelines, deliver in a fast-paced startup environment without sacrificing quality
  • Complex Navigation: Navigate complex topics within the limitations of a regulated space
  • Confidentiality: Take privacy and client confidentiality seriously, including handling of PHI (personal health information)

5. Brand Development Manager Tasks

  • Trade Channel Support: Support accounts in trade channels, including Off-Premise, regional, and national customers
  • Leadership Selling: Drive brand success via leadership selling against trade channels and actively supporting the selling efforts of sales reps, district managers, and key account specialists within the wholesaler
  • Sales Process Leadership: Lead all parts of the sales process, including targeting appropriate accounts, lead selling, education, and positioning brands for success within the account
  • Program Execution Monitoring: Monitor field implementation and execution of programs within assigned accounts to ensure product pricing and promotion
  • Field Communication: Regularly interact with field management for updating programming and brand priorities, brand standards, and best practices, leading to successful execution in the market
  • Performance Tracking: Provide detailed tracking reports of wholesaler performance against agreed-to supplier objectives
  • Key Account Development: Develop key account relationships that deliver measurable results
  • Goal Delivery: Work with key assigned teams to deliver monthly goals (work-withs, product training samples, etc.)
  • Promotional Event Coordination: Create, coordinate, and attend on-site promotional functions at established customer accounts (e.g., winemaker dinners, product launches, and tastings)

6. Brand Director Details and Accountabilities

  • Brand Strategy Development: Lead the development of the overall brand strategy for Clarion and Clarion Pointe in collaboration with the Sr. Director
  • Brand Advocacy: Serve as the brand champion for Clarion and Clarion Pointe, representing them internally and externally
  • Franchisee Engagement: Lead franchisee-facing initiatives during events, conventions, and key hotel openings
  • Performance Analysis: Monitor and analyze brand performance and competitor data, communicating findings to relevant stakeholders
  • Cross-functional Collaboration: Collaborate cross-functionally to develop and implement brand initiatives
  • Project Management: Manage cross-functional teams, develop project plans, and ensure alignment and deadlines are met
  • Strategic Support: Support strategic brand projects, including analyzing new brand and consumer opportunities
  • Developer Relations: Foster relationships with developers and owners, working closely with Franchise Development and Owner Relations
  • Pipeline Growth: Drive pipeline growth and hotel openings for Clarion Pointe
  • Owner Communication: Act as the primary brand liaison with owners, providing high-touch communication and building strong relationships
  • Partnership Coordination: Partner with Franchise Development, Owner Portfolio Strategy, Openings Services, and Design and Architecture teams
  • Brand Differentiation: Contribute to the success and differentiation of Clarion and Clarion Pointe within the hospitality industry

7. Brand Executive Additional Details

  • Brand Management Support: Assist the Brand Manager in brand management of the assigned brands
  • Marketing Plan Assistance: Assist the Brand Manager in the preparation of the annual brand marketing plan, monthly promotional activity plan implementation, and follow-up
  • Agency Coordination: Coordinate with agencies for preparing promotional materials, product displays, and organizing promotion activities
  • Product Launch Support: Assist in the preparation of new product launches
  • Consumer Research: Assist in consumer research and analysis
  • Fund Management: Managing advertising and promotion funds for the assigned brand
  • Trade Marketing Support: Work closely with the trade marketing and sales team and assist in the execution of trade and in-store activities
  • Promotion Development: Assist in the development, implementation, and evaluation of advertising and consumer promotion
  • Sales Analysis: Brand sales analysis and follow-up on assigned operational matters
  • Market Monitoring: Keep abreast with market trends and new developments, utilizing information for business improvement
  • Profitability Management: Assist in the management and delivery of the assigned brand’s profitability
  • Competitor Analysis: Providing market analysis information about competitors, trends, and activities
  • Reporting: Take responsibility for monthly reporting

8. Brand Manager Essential Functions

  • Product Innovation: Bring to life innovative and impactful new products, from concept to launch
  • Creative Development: Drive innovation in all fields of product creation, from packaging to formula to art deco
  • Content Production: Bring to life educational and editorial photo/video shoots from concept to execution
  • Data Analysis: Analyze sales data (Excel) and create recommendations on products, customers, and market needs
  • Market Insight: Understand/bring key insights from current and future market trends and dynamics
  • Cross-functional Collaboration: Collaborate with and support cross-functional departments (Key account managers, sales, Research and Development, supply chain, education teams)
  • Project Management: Manage the day-to-day project timelines and logistics

9. Brand Representative Role Purpose

  • Event Execution: Execute individual events and samplings, including in-store demos, on-premise promotions, local festivals, community events, etc.
  • Event Support: Assist Territory Managers with event deliveries, setup, staffing, and breakdown
  • Opportunity Sourcing: Help identify and source new opportunities to sample products and create brand awareness
  • Event Reporting: Complete brief recaps of events and samplings
  • Product Delivery: Deliver product to media, influencers, and brand partners
  • Consumer Engagement: Engage and educate consumers, retailers, and partners on product, brand, and category
  • POS Placement: Execute the placement of POS materials
  • Merchandising: Merchandise shelves, check inventory, and monitor price
  • Promo Material Delivery: Deliver samples, swag, and other promo materials
  • Brand Compliance: Ensure compliance with brand standards
  • Shelf Pitching: Pitch incremental shelf and display opportunities
  • Brand Visibility: Optimize brand visibility (menu placement, description, POS)

10. Brand Specialist General Responsibilities

  • Program Analysis: Analyze internal data to assess program and marketing effectiveness, providing feedback and proposals for improvement
  • Market Data Analysis: Collect and analyze market data to understand competitors and gain insights into target customers and brand positioning
  • Consumer Research: Conduct surveys and market research to comprehend consumer behavior and buying journeys
  • Consumer Profiling: Develop and update consumer profiles, contribute to category strategy, recommend pricing and promotional strategies, and propose SKUs for key channels and customers
  • Sales Support: Support the sales team with promotional materials and product training
  • Material Creation: Create promotional and communication materials in compliance with regulatory guidelines and register promotions with the Department of Industry and Trade
  • Field Insight Gathering: Conduct regular field visits to gather insights and inform strategic decisions
  • Event Collaboration: Collaborate with internal teams to plan, execute, and evaluate events, promotions, surveys, and marketing campaigns
  • Media Coordination: Work with the Media Team to create and review promotional materials, including press releases, brochures, print ads, and event videos
  • Social Media Monitoring: Monitor social media with the Digital department and assist with other tasks
  • Marketing Effectiveness: Ensure the effectiveness of marketing activities and provide ongoing support to various teams

11. Brand Manager Key Accountabilities

  • Product Direction: Initiate the season's product direction, fabrications, and key items
  • Business Planning: Create and execute business plans for new opportunities
  • Design Oversight: Drive superior design with external teams, approving submissions, and providing technical guidance through production
  • Seasonal Strategy Execution: Execute seasonal strategies for category and class that meet or exceed the brand’s and business unit’s financial goals
  • Trend Analysis: Review and react to weekly business trends based on sales, customer reviews, conversion, and traffic
  • Research Contribution: Provide quantitative (data) and qualitative (trend) research to influence assortments and promotional strategies
  • Risk Management: Manage in-season risks and identify and maximize opportunities to offset risk or exceed targets
  • Process Efficiency: Drive efficiency and focus by ensuring the on-time execution of the product development calendar
  • Relationship Building: Develop strong relationships internally and externally across the entire product engine
  • Cross-functional Collaboration: Collaborate with departments across the organization to improve tools and productivity
Relevant Information
What Does A Brand Manager Do?
What Does An Assistant Brand Manager Do?
What Does A Global Brand Manager Do?