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Tuesday,July 23,2019
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"Bound for Glory""I kill two birds with one stone. I catch the wealth and dream to create the brand's image."

When many alumni visit their old schools, they say that it is hard to find the old passion among students on campus. Maybe they are right. In fact, students also feel the same way. Think over what you see, and feel when you walk around the campus. What do you see on many students' faces? Are they trying hard not to let their grief show on their faces. If they show grief on their faces, it is because of anxiety related to employment. One student said, "I want to enjoy my campus life as my seniors did. But, we have to keep pace with the times. All we do is study hard and hope of getting a decent job in this depression."
Many students may agree. However, The Dongguk Post has a different idea. If you have passion, no one will stop you. We will introduce a new type of job which needs real passion. We scheduled an interview with Kang Gin-a, who is a brand manager (BM) at Able C&C.
 In the late afternoon of sunny day, we visited her office. Ms. Kang humbly introduced herself as the BM of the beauty net (MISSHA).
What is a Brand Manager?
  Recently, many companies are trying to secure competent BMs. This is because consumers tend to  purchase a brand, not a product. It means that the consumers purchase the image. The Brand era is here. As brands are considered important, every company needs a BM. "BMs take a different role in each company. In our case, the head of departments are BMs, but in other countries the vice-president holds the position," she said. (표 첨가)
  Ms. Kang subsequently explained why the BM shoulders the responsibility in the operation process. "If every departments takes a different roll in the process, it is easy to veer away from a goal. That is why BMs are engaging in the whole process."  
 "It is a hard job, but really gratifying. I was more than happy when I got some good responses from customers about a new brand.
On the other hand, when my brand's products meet severe criticism, I burst into tears. For instance, I developed an eye pearl powder, but it was released too early, so many consumers could not understand how to use it. Finally, I had to stop its production. It was likely giving up a baby." She expressed her thoughts about BM with a grim smile.
How to become a BM.
  Then, how does one become a BM? "You can't be a BM as a fresh recruit. First of all, you have the experience with marketing a brand. If you don't know marketing, you can't work in this field. Finally, you need special ability to estimate the feasibility of new brands. That is one of the most important duties of a BM. Than, you have to correct the new products defects," she explained.
  If you want to be a BM, you should be equipped with the following. 
1. Be a strong MAN. (BMs make a lot of decisions about brands. So, you must be ready to argue with a CEO. When negotiating with the CEO, never lose your temper) 
2. You must get along with staff from other departments. Because you do not work along. (when you develop products. You need cooperation.)
3. Majoring in Business Administration is advantageous.
4. Speaking several language is also advantageous. (BMs have to grasp cultural aspects of developed countries markets.)
5. You need to turly belive in your theme. (BMs have to be convince that their brand is best.)

The Prevailings of BM and Future Perspectives
  BMs get an average salary of three million won per month. But if their brand profitable, they get a bonus.
  "Every company including cosmetic, beverage and food employ BMs. Consequently, they raised their images and net profits. So, such companies leave brand-making cases to their BMs. In my opinion, the BM's role will extend to every business field."
 
  Ms. Kang is very excited about cosmetics-related stuff. Although she has a lot of work to do, she seems to really enjoy her work. "If you have  passion for your work, then it's more for than work," she emphasized again.
 "BMs are not product managers, so they are always on the consumer's side. You will develope the new product when you become a BM. And you should develop a product as if you are the consumer."

Kim Hyung-jong  blueday@dongguk.edu

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