Reference brand tracking metrics: aided and unaided awareness, brand consideration, net promoter score, or purchase intent scores. 'Oversaw rebrand initiative that increased unaided brand awareness from 28% to 41% among target demographic within 18 months' demonstrates brand impact in measurable terms.

Note the agency type, approximate spend managed, and the nature of your oversight. 'Managed $2M creative agency retainer, directing annual brand campaign from brief through production and media placement' shows financial and creative accountability. Internal and external stakeholder alignment are core brand manager competencies worth demonstrating.

Brand management typically lives in marketing and focuses on consumer perception, positioning, and brand health. Product management involves product roadmap, feature development, and cross-functional execution of the product itself. For CPG companies, brand manager often includes P&L ownership and operates more like a general manager of the brand portfolio.