Managing Brands: A Multi-Faceted Role

By: Rachita Sharma, Special Editor | Monday, 9 May 2022

As consumers, we no longer just buy products or services. Instead, we cherry pick the perfect brand that resonates with us and our needs. This transition from products to brands has been a gradual yet steady journey. The trend was only amplified by the ingress of globalizations, mass capitalism, free markets and the Internet. Today, with social media playing a key role in how businesses communicate with consumers, creating a strong brand has become more important than ever.

The strength of any brand depends on consumer perception. And influencing how the market perceives a brand is no simple task. In order to create a brand that consumers would pick over other competitors, it is critical to structure a well-defined brand vision. In order to do so, companies must ensure sound brand management strategies. Known as the act of taking steps to build a consistent, positive and value based experience for every potential consumer interaction, it is something no brand can do without today. Be it a company's website, social media pages, traditional mediaad campaigns or even customer service chats, the messaging and its tone needs to be unified throughout every touch-point. This will help in letting customers identify with the brand values.

This process is often overseen by experienced professionals with expertise in managing brands. These professionals must do their bit to create the overall image of the respective company, product or person. A brand manager also plays an important role in guiding marketing efforts by overseeing all communication channels and the messaging. Managing brand and customer experience is another critical aspect that a brand manager is responsible for. Right from analyzing customer feedback to identifying opportunities and pitfalls, they do it all. They must also be keen trend watchers to know which direction to street the communication strategy in. The whole idea is to ensure that the right message reaches the consumers and facilitate more brand recognition and brand loyalty.

The current edition of Women Entrepreneur magazine features a list of such exceptional women who lead great brands. Read on to know about their illustrious career journeys.

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