Monday , 24 September 2018

Let excellence be your brand

Manu Anand

There is a growing class of professional’s who are choosing careers in branding which even at the entry-level offer the satisfaction and gratification of being associated with something they and their peers aspire. Brand management is a process of managing marketing techniques for a brand or a product. It is used to increase the product’s value in the market.

What it is about: Brand management courses introduce students to thorough analysis of the competitive brands in the market, understanding consumer needs and executing promotional tools. Branding is a set of marketing and communication methods that help distinguish a company from competitors and create a lasting impression in the minds of customers. The key components that form a brand’s toolbox include a brand’s identity, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies. Brand equity is the measurable totality of a brand’s worth and is validated by assessing the effectiveness of these branding components.

Basic Requirements: Brand management is considered part of the marketing function, and most aspiring brand managers have had some experience in advertising, promotions, or sales. However, consumer packaged goods companies are highly interested in candidates who have honed analytical and leadership skills in other disciplines, including consulting, investment banking, or strategic planning.

Course Details: Several courses in brand management are conducted by many institutions in India. Professional Certificate in Brand Management, PG Diploma in Brand Management, MBA Product and Brand Management, Diploma in Brand Management, Certification Course in Fashion Brand Management, Certificate Course in Strategic Brand Management, Advance Diploma in Brand Management

Course areas: The main aim of the course is to give students a fundamental understanding of how to build, measure and manage brands. The course imparts knowledge about principles of brand management, market research, analysis of market trend,consumer demand, brand research, brand launch, USP (unique selling propositions of the brands, brand promotion, distribution, packaging and marketing of a brand.

Eligibility: Individuals aspiring to make a career in brand management must hold an MBA degree in Brand Management or Marketing Management. Graduates from any stream can pursue the 2 year MBA courses. Most institutes admit students based on the marks obtained in MAT (Management Admission Tests), CAT (Common Admission Tests), or through the specific admission tests.

Top Institutes: Indian Institute of Planning and Management (Delhi), IIMs, Symbiosis Institute of Management Studies (Pune), Xavier Institute of Management and Entrepreneurship (Bangalore), Indian Institute of Social Welfare and Business Management (Kolkata, MP Birla Institute of Management (Bangalore), Indian School of Business Management New Delhi (ISBM), The International Institute of Retail Management (IIRM), Pinnacle School of Business Management, (Thane),   Indian Institute of Science and Management, Ranchi .

Subjects to Study: Analysis of the market trends, principles of Brand Management, Market Research, Brand Research, Consumer Demand,  Brand Launch and USP, Advertisement and Marketing, Distribution, Packaging and Marketing of a Brand and Promotion

Job Profiles: Marketing Analyst, Assistant Brand Manager, Brand Manager, Marketing Director, Senior Merchandise Specialist, Director Merchandising, Planning Analyst, Lead MPD Specialist, Pricing & Promotions Strategy Lead

Career Prospects: The career track at most companies features plenty of opportunities for cross-functional experience and varied work assignments. Most aspirants start as a part of the sales team or marketing team of a company. Some companies appoint these professionals as marketing analysts or sales representatives or junior,assistant brand managers under supervision of senior managers. After gaining 2-3 years of experience, competent candidates are promoted to assistant brand manager, product manager and finally to brand manager, senior brand manager, or Brand Development Manager and Marketing Director. The path from marketing analyst to assistant brand manager to brand manager is a progression from executing to developing strategy.

Job opportunities: Pharmaceuticals, mobile telephone companies, advertising agencies, television channels, newspaper organisations, travel, leisure or entertainment, FMCG manufacturers, clothes, electrical products, banks, insurance companies ,public sector bodies, charities, management consultancies, IT, training and recruitment firms, specialist brand consultancies.

Top Recruiters: Hindustan Lever, Mahindra and Mahindra, Godrej India, Flipcart, Paytm, Samsung, Gionee, Aditya Birla Group, Reliance, Wipro Consumer Durables, Dabur, Bajaj, SBI, HDFC, ICICI, Kotak Mahindra, Unilever, Procter and Gamble , Nestle, Novartis, Pfizer, Cipla, Ranbaxy, GSK, Vodafone, Pepsi, Coco Cola, Aviva Life Insurance.

Salary: The salary package varies according to qualification, experience and organisation. A fresher can earn between `10,000 and `15,000 per month. A senior brand manager can get around `50,000 to `80,000 per month.

Roles: Brand marketing is all about bringing ideas alive and enticing the consumer with the product. Assess the strengths and weaknesses of your brand and compares to that of competitors. Devise plans to further the recognition and growth of brand.

Responsibilities: Business reviews, competitive analysis, benchmark competitors, manage budgets, proofread advertising copy, lead cross-functional teams, develop marketing plan, manage market research projects, implement appropriate brand strategies, track financial and strategic corporate positioning goals

Skills Required: Excellent marketing skills, Good presentation skills, Leadership qualities, Ability to inspire others, Multi tasker, Energetic and passionate, Organised and methodical, Pressure handling skills, Highly motivated, flexible, practical thinking, go getter , result oriented, creative, organized and methodical, analytical, problem solving skills, good team leader, good listener, insightful.

The decision to work with or represent a brand is a strategic career choice for many. The goal is to deliver tactile experiences to the consumer while focussing on defining and communicating what the company stands for.

Director Alpha Mindz


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