need for professional brand managers is increasing every year as the western and Russian companies.However, these specialists in the Russian labor market is still not so much - so that demand consistently exceeds supply.
And the profession today can be called a very popular and promising.
Brand, untwisted to such a degree that it knows virtually everything turns into a brand (from the English. "Brand" - the factory stamp).
There are brands that are popular all over the world (for example, Coca Cola, Nike, Ford), their value is estimated at billions of dollars.
And there are brands that have just been born.But
promotion and those, and others should be handled by experts.
ancestor of brand management is the company Procter & amp; Gamble, which in the 30s of the last century the first cemented certain employees (brand man) function to manage brands of the company.The Russian occupation
brand manager came when our market come major Western companies wishing to promote their brands are: Coca Cola, Pepsi, Mars.
in Russia today can be found in virtually all the world's leading brands, as well as created in recent years, domestic.
particularly high concentration of brands in the market FMCG - "rapid consumption of goods."
It's no secret that this or that product people buy more often than not because of its consumer qualities.
They certainly play an important role, but it's still the most important thing for a brand - its emotional component.A
create and maintain this component by means of marketing and advertising campaigns is brand managers.
Brand Manager manages the brand so as to achieve increased sales, market share, brand awareness.
In practice, this means that he must coordinate the work of so many people: the department of marketing research, advertising, sales, trade marketing and financial services.
He constantly have to deal with external organizations - advertising (creative and media), and research agencies, BTL-agencies (below-the-line - the agency responsible for organizing various promotions), possibly with a brand-consulting companies.
So, perhaps, the administrative function prevails.
In principle, work occupies a special people - designers, copywriters, art directors and so on.
But it is important in this case that their actions were directed brand manager.
job of turning an unknown brand into a strong brand starts with finding potential buyers desire.
That is, brand manager looking at what thoughts and feelings you can "play" to advertising goods hit the target.
It organizes polls, desk and field research.The data
brand manager analyzes and is a full portrait of the buyer.
It is on this basis and developed the concept of the future of the brand.
working on a strategy for the promotion of "their" brand specialist, carefully studying and others.
This avoids duplication, makes it possible to estimate the errors and mistakes committed by its competitors.
And sometimes pushes on an original idea of moving goods.
However, it is important not only to find such an idea, but also put it into practice.Therefore further
brand manager develops a strategy and ideology of the campaign to promote the product, manages its budget.
main thing in this case - to come up with original moves, can select from a host of other items, once and for all to relate it to some notion manner.
According to experts, today in Russia there are two basic types of brand managers:
1) Brand manager - marketing, most of the duties are connected with the analysis of the market and customers, the analysis of the actions of competitors, development of new products and displays them on the market(Project Management).It
such specialists in the ground and looking for Russian employers as most companies growth opportunities inherent in the field of new product launches or changes in the current.
2) Brand Manager - Communications Specialist, focusing its work on the creation of effective communication with customers (advertising).
This problem is often made in foreign companies as the market analysis and decision-making on products takes place at headquarters, not the Russian office.
What qualities one must possess in order to become a successful brand manager?
Firstly, it must be a man whose analytical skills combined with creative , that does not occur very often.
Secondly, need to be extremely communicative , since this work involves constant communication with many people.
Thirdly, good organizational skills , because we are always talking about the long-term, multi-year projects.
Fourth, necessary ability to take risks and take responsibility .
Fifth, desirable to have well-developed intuition - the ability to anticipate what will be demanded by the market and consumers.
Sixthly, need independence and initiative .
Seventh, teamwork .
Finally, in the eighth, composure, ability to not panic in difficult situations .
As for education, it can be very different.
Very often it is a basic technical and technological advantages of the second marketing or economics.
or basic economic plus specialized courses.
The fact is that until recently in Russian universities specialty "brand management" was not.
But since education is clearly follows the needs of the market, in recent years such specialization in the economics departments appeared.
Salary brand manager today averages from 1000 to 5000 US dollars.
In many firms, it consists of two parts: a fixed salary plus a percentage of sales.
may also be paid quarterly and annual bonuses.
In general, the compensation depends directly from the expert: how successful he will be able to advance to the masses entrusted to it by the brand!
Julia Yutkin
Photo source: vedomostivuz.ru
Articles Source: advertology.ru
