Brand Manager: engine trademark

Why Sony TVs are more expensive than others? Because Sony - it is a brand, untwisted brand name that everyone knows. It is connected in the mind of the consumer with good product quality and prestige. The consumer is willing to part with the "extra" two or three thousand rubles to buy goods even more expensive, but well-known company. A company receives a net profit "out of thin air." More precisely from myth which skillfully promotes brand manager. That he spins a trademark of the company, trying to make it recognizable in the market, working with advertising agencies, which are coming up with the idea, which will provide the product of the mass of the other and make it popular.

manipulators consciousness

Difficult to sell once the yogurt when the counters and so overwhelmed with this product. To "stake out" a place for a new brand in the consumer's mind, it is necessary to come up with something special - closely related products with a certain concept, a habit, a way of life, positive emotion or property. And born advertising "legend»: Head & Shoulders - first dandruff shampoo, "Orbit" - the best way to freshen breath, the Gillette - the best razor for men ... "I bought" the Jaguar, "because I can afford it" - proudly says one of the biggest companies top managers, not knowing that his choice was predetermined by the work of the brand manager, vehicle positioning in the category "for wealthy clients." But how to make people believe they went and bought to the goods identified with the stated idea?

The idea of ​​a billion

In most cases, it is just about promoting the brand. To turn it into a brand, we need not only creative idea and the correct positioning of the product, needed a lot of money to create it. In the West believe that the talk about the brand can only be achieved if the trade mark during the time of its existence, to invest at least one billion dollars ...

Despite the seeming ephemerality of the brand, it has a very real cost. For example, Coca-cola brand is estimated at 67 billion dollars ... In this case, the actual production of the company's assets are typically only 10% of the value of its brand, the rest of the money - an assessment of the high reputation of the brand in the market and the favorable attitude of the consumers.

Brands chameleon

Some companies are realizing the power of the brand, giving their products names that resonate promoted brands. So it appeared on the market, such as toothpastes and Aquarelle Belamed (associated with Aquafresh, Blend-a-med). Practice shows that such mimicry dramatically increases sales.

Sky color PEPSI

You can spend millions on advertising, but did not create a brand. About your products will cry all the media, the city plastered with posters and leaflets, and all would be only a temporary hot air.

The transformation of the brand to brand - fine art. Jobs Brand Manager starts with the analysis of the market and competitors, find new price and product niches, positioning and pricing of the product.

The main thing - the desire to find buyers, find those feelings and thoughts, which can be played to advertising goods were right on target. This requires extensive market research, surveys, focus group, "draw" a portrait of the potential consumer to understand his way of life, habits.

The transformation into a brand

After receiving the necessary information about potential buyers, brand manager develops the brand ideology, strategy and tactics of brand development, enters into a contract with a professional advertising agency, which will adjust the idea to put it into slogans, videos, posters. Next, you must correctly place an advertisement in the media, for example, by the same agency, draw up a plan of development for a year and continually analyze sales and the effectiveness of the shares.

To become a trademark of the brand, advertising should go long and massively, recognized product on the market within a few years, and consumers are actively making repeat purchases and were happy with the product.

"You" with the Creator

Of course, the brand manager is primarily an analyst and organizer, but at the same time without a creative bone in this profession can not do. You must be able to offer their vision of the advertising agency brand positioning, listen and understand ideas copywriters argue, to think ... and choose the best.

If a brand manager works for a large foreign company, he is responsible for the competent positioning of the brand in the country. To choose an effective promotion strategy, it is necessary to take into account the mentality of the people, their traditions, language features. For example, the Japanese firm Sanyo in our market is clearly worth promoting their products under a different name ...

How to grow a brand

It is a mistake to believe that the work of the brand manager ends with the successful conclusion of the brand on the market. Not only to position the brand and make it popular and recognizable. That it has not gone to the interest of consumers, brand manager has to constantly worry about updating it, coming up with "chips": to change the packaging of the goods, to carry out a variety of advertising and promotional campaign. The main thing - to cause the illusion of constant product innovation, the feeling that he is getting better and better every year. And who cares what is actually part of the ingredients, such as washing powder remains virtually unchanged over the past 50 years?

From the history

Profession brand manager appeared in the 30-ies of XX century in the company Procter & Gamble. Promoting a variety of beauty products and trying to avoid them competing with each other on the market, the firm has consolidated control over each product niche, calling their brand man (Eng «brand» -. Factory stamp).

"Marketing" or "Advertisement"

As practice shows, brand managers typically are either marketers, comprehended all the wisdom of moving goods and analysis of consumer demand, or advertisers who choose to withdraw from an advertising agency in the commercial and industrial companies. But in this and in another case, specialized higher education will be needed. Accordingly, you have two options: to enter the specialty "Marketing" or "Advertisement". Both options have their advantages. Selecting the "Marketing", you will learn how to determine the desires and tastes of consumers, to analyze the competitors' actions, pricing will learn, you will understand, what are the features of the product promotion in the market. This knowledge will enable immediately after graduation to find a place in any trading company.

We come up with slogans

The curriculum of the specialty "Advertising" is dominated by the humanities. First, students study philosophy, history, psychology, then special subjects - verbal impact of advertising, information technology, advertising, production technology of product advertising.

Prospective advertisers need to master management, media planning, business communication and marketing ... (separate discipline, it is included in the compulsory program). At the workshops the students come up with bright slogans, compose store name (naming), learn to find original advertising moves.

A lot of time is devoted to the study of a foreign language, especially English - without advertising has nothing to do. Many universities in the training program includes workshops - workshops, where experienced specialists share with students the secrets of advertising skills.

How to create a media plan

Those who chose the "Marketing", you need to tune in to the study of the exact sciences: mathematics, computer science, economics, finance, statistics ...

Future marketers learn how to plan, organize and coordinate market research, prepare market surveys, work with databases, to justify the advertising budget, prepare media plans, evaluate the effectiveness of advertising campaigns.

At the undergraduate students get acquainted with the working methods of marketing: all kinds of surveys, focus groups, questionnaires, testing. Virtually all institutions in the educational process to conduct business and role-playing games, training, case studies and case studies.