QUALITIES OF A BRAND MANAGER
Brands owe
their success to continued development, innovation and marketing. Beyond that,
every good brand must have a talented manager to steer it to what the
organisation expect-success, profit.
They most
important quality such a manager needs is raw common sense. He does not have to
books or fasting and prayer before knowing how to react to a brooding problem
situation or to know how to take advantage of unique opportunities.
In addition,
given the present day market where brands look alike in packaging and potency
and even sell for the same price, a good brand manager needs a logical mind. He
must have a good approach towards people, for an excellent manager uses people
in creating wealth and successes.
Furthermore, such
a manager needs a good dose of aggressive attitude as well, and be able to face
and react fast to fact. He cannot push the brand ahead unless such a person is
action oriented, not contended with the “me too” attitude.
The ability to
coordinate is not negotiable. Why? Marketing jobs rely on people to achieve
result. These people are important for different things, all in the interest of
the brands. He must know how to build consumer confidence, relying on some
cost-effective promotions. Being the person in the driving seat, the good brand
manager needs a remarkably analytical brain with the tremendous ability to
prompt people both inside and outside the company to be interested in the
brand. It is not out of place for him to go round major supermarkets, once in a
while, to see how his brands are represented on the shelves.
Also, he must
possess the ability to get along with a
lot of very different people in the system like engineers as well as people in
the commercial. They are important and can empower the brand opportunities.
Listening to understand other people’s point of view and to be aware of the
effect of his action on others, can also help. He must identify the various
strengths and USPs (unique selling propositions) of the brand, device ways of
propagating them.
All said, the
role of a brand manger is all about communication and co-coordinating the
activities of several different groups in the interest of the brand.
He must know
that naming a product is absolutely critical to its success and that such a
name should reflect the attitude of the product and also convey its benefits.
Also, he ensures inexpensive packaging that motivates and prompts the consumer
to take a purchasing decision.
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