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It’s all in the image

education Updated: Jun 14, 2012 16:48 IST

The lowdown
A brand consultant helps a client build, manage, change or revive its brand image. S/he works with a team in the consultancy as well as with the clients’ marketing, advertising, merchandising, and legal divisions. A branding consultant’s role straddles commercial, market opportunity, consumer connect and future scenarios. Consultants create, manage or alter the brand’s construct and path. They work on defining the brand, its business, its character, its architecture and how it would engage with employees internally and consumers externally. Consultants immerse themselves completely in a brand and then view the analysis objectively. Working across categories can be a fantastic experience

9am: Chat with colleagues on cultural or commercial developments
10am: Plan the day, meetings
10.30am: Quick conversation with boss - any lead, new discussion
11am: Finish proposal
Noon: Check on focus groups
1pm: Lunch with creative partner
2pm: New biz mails - follow up
4.30pm: Meeting with client
6pm: Back in office, plan the follow-up of meeting. Send off minutes with action points to all
7pm: Plan the evening

The payoff
Depends on various factors but could begin at about Rs. 5 lakh to Rs. 8 lakh per annum in a good consultancy

* Strong business sense
* Be an extrovert and dynamic
* Curiosity to understand the company, the market, the customer
* Analytical and creative skills - ability to quickly gather information about a company and translate it into a branding plan

Getting there
The basic requirement is a bachelor’s degree. What matters more in this field is passion, creativity and analytical ability. You can also go for a PG degree or diploma in marketing, general management, communication studies, advertising, sociology or psychology. A postgraduate degree or diploma in general management, marketing, communication studies, or advertising can prepare you for this

Institutes and URLs
* As the basic requirement is a bachelor’s, it can be pursued from almost any conventional university
* As for a targeted PG qualification, institutes like MICA offer a PGDM (communications)

Pros and cons
* You help give birth to brands
* Develop an insight into diverse industries
* very good money and international exposure

We need creative, innovative people with out-of-the-box thinking when it comes to creating brands Deepti Naithani, a brand manager with a leading MNC in Mumbai