It’s brand time
Agreed, we live in a very interesting time when organizations have all products and services virtually the same. The same suppliers, ingredients, trade and commercial offers. And the competition between market leaders is largely in the realm of kickbacks.
The government’s efforts to fight corruption and fulfill its commitments to bring foreign producers to our market sometimes only aggravate the situation of domestic entrepreneurs and deprive them of their main competitive advantage – the availability of local products.
As a result – local products, which lose out to imported products in terms of price or attractiveness, lie dead on the shelves! But even beautiful decoration does not always give the expected WOW-effect! In such a situation, a good brand manager should help the business.
Interested in reading about the top mistakes brand managers make?
Benefits of a brand manager
A brand manager creates a competitive advantage of a product or service on an intangible, intangible basis. A brand is a set of ideas about a product or service in the mind and subconsciousness of the consumer. The object of ideas can be a product, service, organization or a single person (singer, celebrity, owner of a group of companies, whose name is a registered trademark, etc.).
A brand manager manages ideas about a product or service in the consciousness and subconsciousness of the consumer. We can say that the brand manager manages the consciousness and subconsciousness of target groups of customers – to create a favorable mindset towards the promoted product or service. That is, the object of brand manager’s management is the consciousness and subconsciousness of the target audience.
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Key knowledge of a brand manager
Brand management is based on sociology and psychology in the context of a national culture that is losing its position. On this foundation is a brickwork of knowledge in economics, marketing and management. Thus, to be successful, a brand manager must have a basic knowledge of sociology, marketing and economics, as well as a deep knowledge of psychology and management of mass consciousness.
It is well known that humans have five senses – touch, smell, hearing, tactile sensations and vision. So, the task of a brand manager is to ensure the maximum number of future positive experiences of the individual, through the largest possible number of perception channels with the promoted product.
After such provision, the next stage of work begins – fixing in the consciousness and subconsciousness of the person associative links between the potential positive experience and the product or service. A positive potential experience is the brand’s promise to satisfy a special or ordinary need of the consumer in an unexpected way.
Interesting material on the topic here
The brand manager effect
A professional brand manager with the necessary knowledge is able to create new consumer habits, as well as to introduce a favorable image of the promoted products into the minds of consumers. That is, a brand manager is capable of creating new market segments. Marketers see the development of modern markets in depth. But this way of development has limited potential and passive entrepreneurial position.
The brand manager, being in an active position, controls the consumer’s behavior. In the feedback chain, the consumer is the consequence, while the brand manager remains the cause. The development of brand management technologies is connected with the culture of mass management. The ambitions of the young market economy to have everything and now make the work of a brand manager difficult. Russian business still needs to mature to strategic management and include brand management in the top-level priority business processes. Otherwise, brand management will remain a cultured “racket” of the consumer’s consciousness. And this “tradition” of the 90’s should be abandoned! Since respect from the consumer can be guaranteed only by a respectful attitude towards him.
Selecting a brand manager for the organization
When looking for a brand manager, recruiting services have to solve a difficult task, because there is no quality education and specified requirements in the field of brand management in Russia and Ukraine. There are only subjective perceptions that copy Western experience, without regard to the young and imbued with “post-Soviet” mentality market economy. Therefore, when looking for a brand manager, the staff of personnel services are guided by the requirements for marketers, and, more often than not, it is marketers who are hired for brand manager vacancies.
It can be said unequivocally that a brand manager should have experience in advertising and management, as well as knowledge of psychology. With this in mind, it is advisable to hire advertising managers as well as public relations and interpersonal specialists for the position of brand manager.
In conclusion, I would like to ask a question to the attentive reader. Can a brand manager create an object of desire and lust for mass consumers from an ordinary product or service? What do you think?
As a matter of fact, to create a future brand you do not necessarily need existing goods or services, because burning lust is a reaction of the consumer’s consciousness, which at the will of the brand manager can be attached to any objects of the external world, even to objects that have not yet been created! And, sometimes, not yet physically created objects attract the consumer’s desire even more strongly than the existing ones. A great proof of this is Apple’s marketing campaign for new I-Phones. Don’t agree? Parry!
Let’s just remind you that branding, or building a successful brand, you can order in the branding agency KOLORO.
