More Brands, More Work

What are career prospects of brand consultants in India?

India's economy is growing rapidly. New brands are cropping up, unlike in the West. So, the prospects are reasonably bright in a growing market. The avenues are open.

What is India's share in the global brand consultancy market?

I would say that India's share is probably quite low at present, but if you look at persons of Indian origin then the proportion will be larger.

How are Indian brand consultants doing globally?

Indian brand consultants are present in overseas markets. They play a fairly global role in brand consultancies, especially in the US, the UK and Singapore.

There are overlaps in the roles of fields such as marketing, advertising, promotion and branding. After all it's all about communication. But in this matrix, where does the role of a brand consultant begin and end?

That's a vexing question that marketers and brand consultants have been trying to answer. A good marketer may also be a good brand consultant and vice versa. After all, branding encompasses quite a lot - the vision of the company, the positioning in the market, the segments catered to and the public relations and stakeholder interactions related to the perception of the brand.

So, what is his/her core role and what is the outcome s/he has to deliver?

He or she has to look at the image of the company and the product, the promise of the brand and its future within a national or global context. The ultimate objective is that the company is well-known, so it has brand equity and on the other side, the client's profits go up.

So, there are three things: image building, ensuring returns on investment by the client, and growing the brand such that it can be embedded in the consumer's mind.

So is this just a desk-bound advisory profession?

No. You also have to go to the client site and get a feel of the company and its products or services.

 

Author: Rahat Bano (HT Horizons)

Date: 8th October, 2010

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