Monday, 7 December 2015

QUALITIES OF A BRAND MANAGER (P.12)



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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