Create the brand buzz

Geetu Vaid

There's a buzz around brands everywhere now. And the Gen Z looking for career options that do not enmesh them in the monotonous 9 to 7 routines is increasingly veering towards Brand Management as a career option. This career provides an excellent platform to give vent to one's creative as well as people skills. "Passion for brands and excellent communication skills are the key qualifications for getting into this field", says Shobita Kadan, Director, Marketing & Strategy at Impressario Entertainment. With 10 years of experience in this field, Shobita is the force behind the happening chain of Social resto-bars across the country.  She had worked with Renegade Marketing Group in New York after obtaining her master's in Global Marketing & Advertising from Emerson College, Boston. In an interaction she talks about the challenges and scope in the field of brand management. Excerpts: 

What is the job profile of a brand manager? 

A brand manager is the person responsible for handling a business' most important asset - its brands. And brand building is not only about FMCG companies, all businesses nowadays are investing heavily to establish a unique identity that their customers can connect with and get hooked onto.   Brand management is all about creating an impressive image of a product or service, something that elicits strong customer loyalty. A brand manager's job profile can vary according to the industry but broadly it includes strategic planning of the assigned brands, working closely with distribution partners and market research companies, monitoring and analysing business performance, keeping marketing goals on target, developing communication materials among other tasks. 

What are the basic qualifications for getting into this field?

Though a degree in marketing can be helpful, I feel it is the passion that one has for brands that matters the most. I have seen those with no MBA degree rise in this profession just because of they love what they do. A bachelor's degree is preferable and along with that an understanding of statistics, basic Finance and Accounting principles are also desirable. You need excellent written and spoken communication skills, a cool demeanour and high EQ levels to connect with your customers and work in teams. 

What are the usual career progression opportunities and remuneration that one can expect?

This profession is all about your passion for brands and a positive attitude. As far as career progression is considered there is no set path as bright and talented people can rise in hierarchy very fast. It also depends on the type of company one is working for. For me personally what matters the most is how much a person is driven and enthusiastic about his work. For someone fitting the bill the journey from an intern to head of a team can be as short as five years. Same is the case with salaries. However, for entry level positions one can expect anywhere between Rs 35,000 and  Rs 40,000 per month. Salary also depends on the number of markets one is handling. 

How are brands created? 

A brand is all about a customer and how you make him feel. Whether it is a lifestyle item, a restaurant or a hotel, a fashion store or any other product, it should create a strong connect with the consumer. Creating a brand thus is about the story that your product or service narrates, keeping it consistent across all mediums so that customers do not lose connect. While language and design are key elements for creating an identity, one has to keep in step with the changing preferences and be flexible without getting stuck in your story.