We live in a brand-conscious world. Here a pair of denims is not just denims but Levi’s, Wrangler and Tommy Hilfiger. We talk of these brands as if they were our next door neighbours or our childhood buddies, and they indeed are that familiar! Nevertheless, how does a Tommy Hilfiger of New York, become a household name in Alaska? The answer is ‘brand management’ – the art of planning, developing and directing marketing efforts to make a brand popular. A brand manager coordinates with the specialists of all major processes like production, research, marketing, sales and finance to come up with strategies to promote a particular brand or product. Creative? Yes. Easy? Not really. Read on to get to know more.
Eligibility
In order to pursue a career in brand management, a post graduate degree or diploma in marketing is a must. You can also do a specialized graduate and post graduate course in brand management. However, since branding is a branch of marketing, most colleges cover it in marketing courses. A brand manager’s post cannot be attained overnight. You would be required to work as a sales professional and after a sustained good performance over 3-5 years, the best and the brightest are selected for assistant brand/ product manager and ultimately brand manager.
Details Of Course Curriculum
The course curriculum of brand management obviously revolves around methods to promote brands. This study also requires an extensive understanding of how branding evolved with communication. Branding has acquired a whole new meaning in the internet awareness era where competition is cut-throat. Hence, the curriculum also includes techniques of maintaining and redefining brands in the wake of aggressive competition.
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Brand Marketing Overview – history and strategies
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Brand Equity – brand building and customer value
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Brand Positioning – identifying customer segments
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Choosing Brand Elements – tactics
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Designing Brand Building Marketing Programs – product, pricing and channel strategy
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Integrated Marketing Communications – marketing with the new media
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Brand Equity Measurement – qualitative and quantitative research
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Growing and Sustaining Brand Equity – brand extensions and revival
Specializations
The following are the areas covered in a brand management course:
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Principles of Brand Management
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Market Research
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Analysis of the Market Trends
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Consumer Demand
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Brand Launch and USP
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Brand Research
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Advertisement and Marketing
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Brand Promotion
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Distribution, Packaging and Marketing of a Brand
All of the above are also available as semi-specializations when you major in some other form of management. However, people who have their eyes set on branding select subjects pertaining to their stream of interest.
Skills Required
A Brand Manager has to flawlessly coordinate activities like formulation, production, packaging and distribution. Also, since branding depends entirely on market research, a brand manager must maintain an exceptional level of awareness of latest market trends and competitor motives. He or she must be the effective at people management and should be receptive to new and creative ideas. The key to success here is pragmatism and on-spot thinking. Other common traits include result orientation, and analytical skills.
Career Prospects
Brand managers have takers in every big MNC that intends to stay on top – which means all of them. There is a plethora of brands – Sara Lee, Reckitt Benckiser, Unilever, Procter and Gamble, General Mills, Mars, Nestle, Novartis, Pfizer, Cipla, Pepsi, Coco Cola – that constantly position and reposition their brand. Pharmaceutical and healthcare industries make for lucrative opportunities for branding managers. This is one of those precious few jobs which is challenging with almost no scope of stagnation. This profession calls for constant learning on a regular basis.
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University of Southampton, UK
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University of Brighton, UK
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University of California, Los Angeles, USA
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European Business School London, UK
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Washington University In St Louis, USA
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Indian Institute of Management - Kolkata, Ahmedabad, Bangalore, Lucknow and Indore
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Indian Institute of Science and Management - Ranchi
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Symbiosis Institute of Management Studies – Pune
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SP Jain Institute of Management and Research - Mumbai
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Xavier Institute of Management and Entrepreneurship - Bangalore
