Brand Manager is an upcoming role that has a significant place in the industry. A lot of misconceptions are associated with this and hence, the motive of the article is to provide accurate and crisp information about the roles, responsibilities, and work of a Brand manager.
What is a Brand Manager?
A Brand Manager has a crucial role to play in representing the overall image of a brand, product or person. All the leading brands have to keep up with the customers, the image of their products and the services provided and a Brand Manager has to ensure these roles are going on smoothly. He is the interactive face of the brand and has to attend to the needs of the consumers.
What does a Brand Manager Do?
A Brand Manager has to perform a large number of tasks these include surveying and conducting market research to determine where does the product stand and in what strata of the market it fits perfectly. The Brand Manager has to devise marketing and advertising strategies to promote the brand. At the same time, he cannot spend a lot of resources and money on this, he has to make a strict budget and adhere to it.
He will work, along with the team and come up with templates and layouts for the products to be advertised over different media. Meanwhile, he has to keep a track record of the sales and analyze if the curve is going upwards or there are losses. The prime focus of his job is to make sure his consumer base is increasing gradually and he has to put his best foot forward to make this happen.
How to become a Brand Manager?
There are numerous skills you’ll be needing to become a brand manager. The most important one being, the ability to write. Most of the viewers these days are fascinated with visuals and graphics rather than lengthy posts about a product. A Brand Manager has to convey all the essential information shortly and crisply.
You should be equipped to convey the story of the brand and its objective to the consumers. Meanwhile, you have to sharpen your communication and convincing skills to make the stakeholders stay for a longer term with the brand.
Being well-versed with marketing subjects, analysis and budget management are also plus to the role. You will not necessarily get the position of a Brand Manager immediately. The prerequisite will be an entry-level job as a marketer.
From the education perspective, a degree in mass-communication, journalism or marketing should work its magic. Your communication skills and certificates to establish the same will help you climb up the ladder at your work smoothly and quickly.
Salary of a Brand Manager
The average salary of a brand manager in India is about 1,029,918 INR. The salaries in Gurgaon, Haryana are 97% more compared to the different parts of the countries. It also fluctuates depending on your work experience and the brand you are working for.
For example, the Brand Manager of Decathlon has a monthly income of 74,347 INR, whereas, the Brand Manager of Nestlé receives the salary of 134,319 INR per month.
At the entry-level, you can expect a pay of 20,000 to 25,000 INR per month.
Brand Manager Courses
To register for a course you’ve to write examinations such as CAT(Common Admission Test) and MAT(Management Admission Test).
Several topics will be covered in during the course such as Analysis of the Market Trends, Principles of Brand Management, Market Research, Brand Research, Consumer Demand, Market Research, Brand Launch, and USP, Advertisement and Marketing, Distribution, Packaging, and Marketing of a Brand, Brand Promotion.
Some of the institutes that offer courses on Brand Management are IIM Calcutta, IIM Ahmedabad, IIM Bangalore, IIM Lucknow, IIM Indore, Bhartiya Vidya Bhavan, MP Birla Institute of Management and SP Jain Institute of Management and Research.
It is a group of driven and passionate people connected globally to share new ideas to create brilliant market leaders and develop the field. They are based in Sydney and offer solutions to the brand managing problem at every stage.
Social Media Brand Manager
These are the face of the brand over various social media platforms. Their work duties include increasing the traffic on the website, responding to comments, compiling new content to post, interacting with the users over social media platform and organizing campaigns.
This is an essential role in today’s time because people are more aware of things via social media. It has become a red-hot source of information and promotions. A good social media manager has to optimize content with eye-catching visuals and have excellent communication skills.
Brand Reputation Strategy
The best way to maintain and enhance the reputation of the brand is by focusing on the consumers. It is important to understand the customer experience to enhance the service and try to avoid the discomfort caused to them.
Personalized interactions are a good way to address problems especially when it deals with negative stuff related to the brand. In addition to this, it would be wonderful to increase customer satisfaction by providing world-class service.
Employees play a significant role in this process as well. A satisfied employee is going to be more creative and productive. Overburden and stress at the workplace must be eliminated to generate positivity and fresh ideas.
Brand Marketing Manager
The Brand Marketing Manager is involved in the creation of brand marketing strategies to make a firm strategic direction. Brand Marketing Manager has to generate marketing partnerships with retailers and media partners. This is done to broaden the reach of the brand and create new relationships with external firms that will provide business in the future.
He has to manage the project timeline and manage the economical funds allocated to the team. The job also has a management aspect wherein he has to keep a track of the offline marketing tools as well. He plays a significant role in approving new strategies for the promotion of the brand across different platforms.
Luxury Brand Manager
Luxury brands focus on a particular clientele. The role of the brand manager is to attract this group of people and maintain a consistent relationship with the customers individually. This is essential because the brand has targetted a fixed group of people who desire luxury. So the customer also expects some royalty from the brand side.
The role would also require international travel as luxury brands are globally present. Since the brands are top-notch the pay will also be quite high with a significant amount of perks.
Brand Strategy means devising long term goals for the company which will comprise all the present and future elements of the company such as the target customers, objective and a lot more.
To devise the ideal brand strategy you have to focus on several elements. Here’s a list of the most crucial one:
This has two aspects. One is the commercial, or in better terms the business perspective. This signifies the product or service the brand offers which is a source of income for the firm. The other one is the co-objective of the brand, this means identifying how the brand is beneficial to nature, humanity, and peers.
It is important to stick with the main objective of your business. Be it the origin story of how the brand was launched or a collaborative effort to bring change into this world, it has to be consistent. Constant changing of the primary message will mislead the consumer.
Another thing to keep in mind is the social media scheme. The brand should have a professional social media presence. Every little detail matters as visuals are very appealing and people decide to make their purchases after viewing the website/social media of the brand.
To keep the theme consistent, fix on a color combination. Don’t try to experiment too much because this isn’t an art space. Try to keep a similar theme, design an original and authentic template and avoid repeating the same posts over and over.
Wise words of business have one inference, the customer is the king. A good way to attract customers is to interact with them and share their emotions associated. The personal touch can go a long way and will also help in spreading the word about the brand.
This can be done in several ways. Right from responding to comments on social media to sharing stories of satisfied customers or any story associated with the brand would work its magic.
While this term appears to contradict with consistency, it has a whole aura of its own. In this fast-paced world, everything changes instantly. New technology is being introduced every day and new methods are being adopted by people all across the world.
There is stiff competition in the market due to the ease of getting in contact with the world. To keep up with the trends, new methods such as online shipment, new themes and something which appeals to the upcoming generation should be incorporated.
Don’t be afraid to experiment here as customers are always looking for a little bit fun and if you can make your brand a little funky, things might just take a shot at the sky!
Employee Involvement: Every employee represents the company, the employee must portray the best image of the firm. Every little detail matters here, their way of talking to the customers and keeping pace with changes in the firm. They must also sharpen their skills from time to time and learn new ones which will be beneficial for the company.
Brand Strategy Marketing
After you have devised the right brand strategy you must put it out there. To do so, conducting market research is very essential. A good way to market is to develop a connection with the customers. You can always be interested to know a little about their journey, the kind of work they do, the age group, which area they belong to and so on. This will help you get an idea about the kind of audience interested in the product.
Competition analysis is important to know where your brand stands in the present-day situation. What are the things your brand lacks in comparison with others which are decreasing your sale rate or what are the areas where you can improve to have a higher market standing?
Brands often fail if they have not invested in the right creative sphere and if they are unclear about the message of the brand and also, they haven’t perceived this to be a long term goal. Avoid making these mistakes as they are dangerous for the brand.
Brand Strategy Types
All the well-established brands have a heavy name with a suitable logo, color code, and slogan. This makes them stand out while compared to the rest. A few brands have put together really creative names such as Coca-cola, Apple, Nike, and Mercedes-Benz.
At times, some of the products of the company are so well-known that they have their own identity. They are linked together but the popularity is gained by the single product. For example cheerios, kix, total and Trix to name a few.
Simple things can speak volumes as the minimalists start relating to the brand at a deeper level. This is one of the most successful branding techniques in today’s time. A very popular Japenese Brand named ‘Muji’ has incorporated this method and is now doing wonders.
This involves the involvement of the customers in the branding process itself. They have their say and can brand the way they like. It is a helpful method because it connects to the true feelings of the consumers and in the long run, it can establish an unbreakable bond.
Some brands start by making just a single product. After receiving a certain establishment, they venture into manufacturing new products. For example, a shoe brand initially can later sell athletic clothes, jackets, water bottles, and sports accessories. The possibilities for this are boundless and makes the brand versatile.
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