In this modern era, the role of a Brand Manager is increasingly important in the business world. They act as the key to a brand’s success, being responsible for building an image and managing marketing strategies to Intensifying competition.
For example, in the FMCG (Fast-Moving Consumer Goods) industry, brand managers can be likened to “parental” figures for brands. He is responsible for developing and testing concepts with consumers to gauge their response and acceptance.
One example of a brand manager in the FMCG industry is Wina Septiani, the Dettol Brand Manager. According to Wina, Brand Managers must not only think about visual aspects but must also have strong claims to highlight the advantages and benefits of the product.
Wina, who presented as a guest lecture at SBM ITB on (26/9) explained the essential principles of Brand Management in the business world. Wina exemplified how “Craft Brand Message” involves creating packaging, product claims, digital content, and promotional activities.
According to Wina, choosing and empowering the right “message” in building a brand is crucial. Brand Ambassadors, KOLs (Key Opinion Leaders), Experts, and Sales Forces are some of the main drivers in communicating brand messages to consumers. The selection of a Brand Ambassador must align with the brand’s goals and message so that the message is conveyed well to consumers.
“The importance of placing brands in the right media to reach relevant target markets. “Each product segment has a different communication approach, including the use of media, such as television, digital platforms, out-of-home and in-store,” he explained.
Brand Managers can use the “Brand Inventory” approach to understand products or services and how to market them. This involves analyzing the brand message, brand personality, and consumer segmentation.
An explorative approach is also critical to understand consumers’ thoughts and perceptions of brands. Wina also shared an example of using a “brand health tracker” to track the effectiveness of a brand’s message and position in consumers’ minds.
