Brand manager treats the brand he is looking after like a baby of his own. That is his job in the company and the performance of the brand determines his performance as well. Brand development, brand image, sales are all looked after by the brand manager.
Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to customers. Proper brand management can result in higher sales of not only one product, but on other products associated with that brand.
Example – In HUL, a person may be responsible for Rin completely from its marketing to its sales to any promotional offers and that may be his job in the company. That person is the brand manager of Rin.