Shut your eyes and think of fast food. What comes to mind? McDonald’s burgers and Domino’s pizzas, right? Think of photocopying and you’ll be thinking of Xerox. Or, for that matter, the thought of a soft drink will most likely evoke images of Coke. That’s what’s called brand magic. Brand management is all about brand names creating an impression on the consumer. With the Indian economy growing, the purchasing power of the Indian consumer has increased. So has his perception of branded products.

A vital marketing component, brand management is used for the sole purpose of increasing a product’s apparent value, thereby ensuring and increasing its brand equity. “It is all about presentation — culturing and packaging a product in such a way that it carves a niche in the consumers’ mind. And then you innovate effective strategies coupled with innovative marketing techniques to sustain the product image,” explains Rupam Banerjee, a former brand ambassador of Ambuja Cements who is pursuing a management degree at the Calcutta-based Indian Institute of Social Welfare and Business Management (IISWBM).

Says Amit Saha, brand manager, Turtle, the Rs 42 crore men’s apparel company, “In a nutshell, it is a plan at the macro level, comprising team strategy, creative planning and the final execution of the plan.” The moment a product is conceptualised, a brand manager is on the job. Initially, it begins with the market research team conducting a market survey, much in advance, to assess consumer reactions. Next, brand identity is established with the aid of effective communication while promotions — using both media and non-media platforms — take care of the rest.

Brand management can be applied in several areas — to company brands, to families (the Amitabh Bachchan family and Brangelina), individuals (Shah Rukh Khan), to private products (brands bought by retailers in bulk from manufacturers with their own labels on them) and to co-branding (two or more brands working together to market products). So a brand manager is responsible for a brand or a brand family. It is his job to build the brand’s essence, map out competitors in that category and identify marketing opportunities.

As far as key skills are concerned, brand managers often have to work with the market research team by setting an agenda and criteria for creating the brand image. To create a hype they often put their heads together to decide whether campaigning should be done via pictures, product samples or video clips.

Once the research is over, the brand manager analyses the data to develop a strategy that could call for a new ad campaign, development of new products or drawing out a new vision.

“A brand manager’s responsibility includes developing a brand by positioning it and enhancing the product’s sale,” says professor Piyush Sinha of the Indian Institute of Management (IIM), Ahmedabad. Brand management calls for planning, developing, and directing marketing efforts. “Refining the brand’s image, identifying competitors, recognising marketing opportunities and revamping strategies are all part of his profile,” explains Vinit Durve, vice-president, corporate human resource, Zicom Security Systems, Mumbai.

So, aspiring brand managers need to be highly motivated and effective communicators, with a vision. To be an ace brand manager, one needs to have a creative and analytical bent of mind. This, coupled with a course in finance and accounting, can help one climb the corporate ladder.

With no specific courses on offer, those who wish to pursue a career in brand management can opt for an MBA in marketing. This programme includes modules on brand management. One can ideally opt for a two-year diploma in management from the IIMs at Calcutta, Ahmedabad, Bangalore, Lucknow or Indore. The Institute of Science and Management, Ranchi, the Symbiosis Institute of Management Studies, Pune, the S.P. Jain Institute of Management and Research, Mumbai and IISWBM are some of the other places that offer management programmes. The fee ranges from Rs 2.5-3 lakh a year.

Those with qualifications in communication management and advertising can also shift to this area. The Mudra Institute of Communications (MICA), Ahmedabad, offers a two-year diploma in advertising and communications. It’s open to graduates of any discipline. A two-year MBA in advertising and communications is also offered by the FORE School of Management, New Delhi; the School of Convergence, International Management Institute, New Delhi and Rajendra Prasad Institute of Communication and Management, Mumbai.

“Ultimately, in any marketing job, one aspires to be a brand manager,” feels professor Ramanuj Majumdar, IIM, Calcutta. He says that brand management is the first step taken by a company to boost its sales and carve a niche for its brand.

Explains professor Tanima Ray, IISWBM, “Brand managers will always be in demand. They are the ones who understand the traits of the market and play a role in the application of marketing skills.”

However, the road to the top is not easy. When you begin as a trainee, the salary is peanuts. “Ten years ago I began with Rs 1,500 a month and now I’m earning 25 times more,” says Saha.

A starter’s salary could range anywhere between Rs 4,500 and Rs 15,000 a month, depending on the academic qualification and company, while those with experience can earn Rs 30,000 upwards.

So why wait? Climb aboard the brandwagon.