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How Much Are Your Brand Management Skills Worth?
By: Cindy Wendland
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Microsoft just announced the new $84 million shareholder-approved pay package for their CEO since February, Satya Nadella. For Microsoft's current fiscal year, Nadella is receiving a compensation package of as much as $18 million, including a salary of $1.2 million, cash bonus of three times base pay, and a stock award worth $13.2 million. Not bad, but next year, it will jump up to an $84 million package with most of it in stock. Is it worth it for the brand?

Microsoft is #2 on Forbes' list of the world’s most valuable brands. With 99,000 employees, it would make sense to have a strong captain at the helm. Nadella’s pay package is largely tied to the value of the stock, and he has considerable influence on that value through the strategies he implements. However, there are many other people who are responsible for branding at a typical company — Brand Directors, Sr. Brand Managers, Brand Managers, and Assistant Brand Managers. All of these people are also responsible for strategy and execution. Do they contribute to the success of the brand, or are they merely implementing a strategy provided to them?

Obviously the strategies implemented are at significantly different scales, and Microsoft says the package is incentive for strong performance, but is a 70% increase in pay worth it? Guessing all the brand people would love to have that opportunity.


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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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