{"id":17975,"date":"2018-12-26T11:32:52","date_gmt":"2018-12-26T11:32:52","guid":{"rendered":"https:\/\/blogs.funiber.org\/pt\/?p=17975"},"modified":"2018-12-24T13:03:11","modified_gmt":"2018-12-24T13:03:11","slug":"funiber-brand-manager","status":"publish","type":"post","link":"https:\/\/www.funiber.blog\/pt\/empresas-e-rh\/2018\/12\/26\/funiber-brand-manager","title":{"rendered":"O que \u00e9 um brand manager e quais s\u00e3o seus desafios"},"content":{"rendered":"<h2>Trata-se de um profissional que se dedica a gerir as marcas de uma empresa atrav\u00e9s de estrat\u00e9gias e campanhas de marketing<\/h2>\n<p>O brand manager \u00e9 um profissional cuja fun\u00e7\u00e3o \u00e9 gerir uma ou diversas marcas. Seu objetivo \u00e9 aumentar o n\u00famero de vendas relacionadas com determinados produtos. Para isso, deve planejar e realizar uma serie de estrat\u00e9gias que permitam manter e fortalecer o valor das marcas no mercado.<!--more--><\/p>\n<p>Como explica o <a href=\"https:\/\/www.profesionalhosting.com\/blog\/seo\/como-ser-brand-manager\/\" target=\"_blank\" rel=\"noopener\">portal Profesional Hosting<\/a>, as marcas que o brand manager deve gerenciar n\u00e3o s\u00e3o apenas um logotipo reconhec\u00edvel, mas uma s\u00e9rie de etapas e campanhas que fazem sentido. Entre suas diferentes fun\u00e7\u00f5es est\u00e3o: gerenciar e coordenar as estrat\u00e9gias, projetar e executar campanhas de marketing, pesquisar o mercado e a concorr\u00eancia, administrar o or\u00e7amento e analisar os resultados das campanhas realizadas.<\/p>\n<p>Um brand manager, al\u00e9m disso, deve ter uma s\u00e9rie de caracter\u00edsticas. \u00c9 importante que seja uma pessoa extrovertida, com uma mente criativa e, ao mesmo tempo anal\u00edtica, e que queira tomar a iniciativa e lideran\u00e7a nas campanhas.<\/p>\n<p><strong>Os desafios atuais do brand manager<\/strong><\/p>\n<p>Hoje em dia, devido \u00e0 globaliza\u00e7\u00e3o dos mercados, o brand manager tem uma s\u00e9rie de desafios a enfrentar. O primeiro, segundo o especialista em marketing <a href=\"https:\/\/www.puromarketing.com\/13\/16066\/gran-reto-profesional-brand-manager.html\" target=\"_blank\" rel=\"noopener\">Juan Francisco Romero<\/a>, \u00e9 a multiplicidade de canais e plataformas. O profissional &#8220;tem que dirigir e coordenar uma grande variedade de meios nos quais se transmitem as mensagens que se querem repassar ao consumidor&#8221;, explica ele.<\/p>\n<p>David Aaker e Roberto \u00c1lvarez del Blanco, autores do livro<a href=\"http:\/\/www.edicionesurano.es\/es-es\/catalogo\/catalogos\/ficha-tecnica.html?id=039000334\" target=\"_blank\" rel=\"noopener\"> &#8220;Las marcas seg\u00fan Aaker&#8221;<\/a>, dizem o mesmo que Romero, que os construtores de marcas enfrentam um mundo com numerosos ve\u00edculos de comunica\u00e7\u00e3o. Nesse sentido, afirmam que &#8220;j\u00e1 n\u00e3o basta incentivar o faturamento&#8221;, mas que esses profissionais &#8220;devem criar ativos de marca que fortale\u00e7am sua rela\u00e7\u00e3o com o cliente&#8221;.<\/p>\n<p>Outro desafio para o brand manager \u00e9 que ele ter\u00e1 que projetar suas estrat\u00e9gias pensando no futuro. &#8220;A marca constituir\u00e1 a principal vantagem competitiva e de rentabilidade a longo prazo&#8221;, explica Romero.<\/p>\n<p>Por fim, entre os desafios do construtor de marcas est\u00e1 tamb\u00e9m o fato de ele ter que trabalhar com diferentes departamentos da organiza\u00e7\u00e3o. Se anteriormente s\u00f3 se tinha relacionamento com o departamento de marketing e comunica\u00e7\u00e3o, agora tamb\u00e9m deve-se trabalhar com o departamento comercial, financeiro ou de recursos humanos.<\/p>\n<p>Como destacou <a href=\"https:\/\/www.linkedin.com\/in\/pilar-domingo-04933687\/?originalSubdomain=es#experience-section\" target=\"_blank\" rel=\"noopener\">Pilar Domingo<\/a>, diretora-geral da consultoria <a href=\"https:\/\/www.superunion.com\/\" target=\"_blank\" rel=\"noopener\">Superunion<\/a>, no site <a href=\"https:\/\/cincodias.elpais.com\/cincodias\/2014\/12\/12\/sentidos\/1418409105_752791.html\" target=\"_blank\" rel=\"noopener\">Cinco D\u00edas<\/a>: &#8220;O brand manager est\u00e1 evoluindo para uma figura mais coordenadora porque sua \u00e1rea de influ\u00eancia \u00e9 transversal a todo o neg\u00f3cio&#8221;.<\/p>\n<p>Para todas as pessoas interessadas em fidelizar clientes atrav\u00e9s de marcas e em marketing empresarial, a <a href=\"https:\/\/www.funiber.org.br\" target=\"_blank\" rel=\"noopener\">FUNIBER<\/a> patrocina o <a href=\"https:\/\/www.funiber.org.br\/mestrado-em-direcao-estrategica-de-marketing\" target=\"_blank\" rel=\"noopener\">Mestrado em Gest\u00e3o Estrat\u00e9gica de Marketing<\/a>. Este programa fornece o conhecimento necess\u00e1rio para aplicar de forma integrada o pensamento, a a\u00e7\u00e3o e a gest\u00e3o do Marketing na organiza\u00e7\u00e3o com base na metodologia, nas capacidades e nas habilidades gerenciais.<\/p>\n<p>Fonte:\u00a0<a href=\"https:\/\/www.profesionalhosting.com\/blog\/seo\/como-ser-brand-manager\/\">C\u00f3mo ser brand manager<\/a><\/p>\n<p><a href=\"https:\/\/cincodias.elpais.com\/cincodias\/2014\/12\/12\/sentidos\/1418409105_752791.html\">\u2018Brand Manager\u2019, un perfil conciliador<\/a><\/p>\n<p>Foto: Todos os direitos reservados<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Trata-se de um profissional que se dedica a gerir as marcas de uma empresa atrav\u00e9s de estrat\u00e9gias e campanhas de marketing O brand manager \u00e9 um profissional cuja fun\u00e7\u00e3o \u00e9 gerir uma ou diversas marcas. Seu objetivo \u00e9 aumentar o n\u00famero de vendas relacionadas com determinados produtos. Para isso, deve planejar e realizar uma serie [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":17976,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[8],"tags":[1242,4629,2156,855,285,408,272,119,248,911,1541,87,671,79,641,255,487],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>O que \u00e9 um brand manager e quais s\u00e3o seus desafios<\/title>\n<meta name=\"description\" content=\"Trata-se de um profissional que se dedica a gerir as marcas de uma empresa atrav\u00e9s de estrat\u00e9gias e campanhas de marketing\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2018\/12\/26\/funiber-brand-manager\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O que \u00e9 um brand manager e quais s\u00e3o seus desafios\" \/>\n<meta property=\"og:description\" content=\"Trata-se de um profissional que se dedica a gerir as marcas de uma empresa atrav\u00e9s de estrat\u00e9gias e campanhas de marketing\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2018\/12\/26\/funiber-brand-manager\" \/>\n<meta property=\"og:site_name\" content=\"FuniBlogs - FUNIBER\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/funiber\" \/>\n<meta property=\"article:published_time\" content=\"2018-12-26T11:32:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-12-24T13:03:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blogs.funiber.org\/pt\/wp-content\/uploads\/2018\/12\/funiber-gestao-marca.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"768\" \/>\n\t<meta property=\"og:image:height\" content=\"576\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Michelle\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@FUNIBER\" \/>\n<meta name=\"twitter:site\" content=\"@FUNIBER\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michelle\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2018\/12\/26\/funiber-brand-manager#article\",\"isPartOf\":{\"@id\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2018\/12\/26\/funiber-brand-manager\"},\"author\":{\"name\":\"Michelle\",\"@id\":\"https:\/\/blogs.funiber.org\/pt\/#\/schema\/person\/a1eaaa5e57eac866a8c5946946bcf80d\"},\"headline\":\"O que \u00e9 um brand manager e quais s\u00e3o seus desafios\",\"datePublished\":\"2018-12-26T11:32:52+00:00\",\"dateModified\":\"2018-12-24T13:03:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2018\/12\/26\/funiber-brand-manager\"},\"wordCount\":524,\"publisher\":{\"@id\":\"https:\/\/blogs.funiber.org\/pt\/#organization\"},\"keywords\":[\"Bolsas\",\"brand manager\",\"Campanhas\",\"Doutorado\",\"Educa\u00e7\u00e3o\",\"Educa\u00e7\u00e3o a Dist\u00e2ncia\",\"Estrat\u00e9gias\",\"Estudos\",\"Funiber\",\"FUNIBER Opini\u00f5es\",\"Marcas\",\"Marketing\",\"mestrado\",\"Negocios\",\"Opini\u00e3o FUNIBER\",\"Opini\u00f5es Funiber\",\"Venda\"],\"articleSection\":[\"Empresas, Dire\u00e7\u00e3o e RH\"],\"inLanguage\":\"pt-BR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2018\/12\/26\/funiber-brand-manager\",\"url\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2018\/12\/26\/funiber-brand-manager\",\"name\":\"O que \u00e9 um brand manager e quais s\u00e3o seus desafios\",\"isPartOf\":{\"@id\":\"https:\/\/blogs.funiber.org\/pt\/#website\"},\"datePublished\":\"2018-12-26T11:32:52+00:00\",\"dateModified\":\"2018-12-24T13:03:11+00:00\",\"description\":\"Trata-se de um profissional que se dedica a gerir as marcas de uma empresa atrav\u00e9s de estrat\u00e9gias e campanhas de marketing\",\"breadcrumb\":{\"@id\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2018\/12\/26\/funiber-brand-manager#breadcrumb\"},\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2018\/12\/26\/funiber-brand-manager\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/blogs.funiber.org\/pt\/empresas-e-rh\/2018\/12\/26\/funiber-brand-manager#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"In\u00edcio\",\"item\":\"https:\/\/blogs.funiber.org\/pt\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"O que \u00e9 um brand manager e quais s\u00e3o seus desafios\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blogs.funiber.org\/pt\/#website\",\"url\":\"https:\/\/blogs.funiber.org\/pt\/\",\"name\":\"FuniBlogs - 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