CERTIFICATE IN BRAND MANAGEMENT

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CERTIFICATE IN BRAND MANAGEMENT -(C1177)

CERTIFICATE IN BRAND MANAGEMENT

Introduction to Brand; Brand and Branding Basics; Relationship of Brands with Customers; Building Successful Brands.

 

Terms associated with Brands

Understanding Various Terms; Brand Names and Brand Extensions; Co-Banding and Corporate Branding; Brand Associations and Brand Image.

Management of Brand

Brand Loyalty; Brand Relationship; Brand Equity; Brand Management

Brand Processing

Brand Evolution; Value of Brand; Brand Planning and Brand Potential.

Brand Selection

Brand and Consumer Buying Process; Consumer Search for Brand Information; Issues associated with

Effective Brand Name; Added Values Beyond Functionalism; Brand Personality; Branding to make Tangible

the Intangible.

Suggested Reading:

1. Branding Concepts and Process by Pati D, Publisher: Macmillan

2. Creating Powerful Brands by McDonald Malcolm and De Chernatony L,

Publisher: Amazon.Co.UK

3. Brand Positioning by Subroto Sen Gupta, Publisher: Tata McGraw-Hill

4. Product Management in India by R. C. Majumdar, Publisher: Prentice-hall of

India Pvt Ltd.

5. Managing Indian Brands by S R Kumar, Publisher: Wharton School Publishing

 

 


 

Section 1: Introduction to Brand Management

In this section you will be introduced to the concept of brand and brand management. You will learn how brands are conceived as an idea and how the idea becomes an entity.

The contents of this section are as follows:

The Innovation Graph

·         Types of Innovation

·         Innovation Adoption Curve of Rogers

·         Challenges

·         Culture and Leadership

What is a Brand

·         How Brands are Created

·         History of Brands

·         Why Brands Matter

Importance of Brand Management

·         Brand Management: Concept and Purpose

·         Strategic Brand Management Process

The attributes of a strong brand

Products and brands

Building Brands and Pitfalls

·         Believing in and Selling an idea

·         Advertising and publicizing the brand

·         Pitfalls associated with Brand Building

Brand challenges and Customer Loyalty Pyramid

·         Challenge of marketing the Brand

·         Reaffirming Brand Image association with customers

·         Personalized and customized advertising and promotion of the Brand

·         Creating Trust in the mind of the Customer

·         Maintaining Customer Loyalty

Section 2 : Creating a Brand

This section familiarizes you with the process of brand creation. You will learn about various brand elements and become familiarized with concepts like brand identity and image. You will also learn about various types of brands.

The contents of this section are as follows:

Brand Elements

Strategic Fit of Brand identity and Brand Image

·         Brand Identity

o   Brand Identity and Company Identity

o   Brand Identity and Loyalty

·         Brand Image

o   Customer Perceptions

o   Creating Positive Associations around Brands

·         Different Types of Brands

Section 3 : Organizational Culture for Successful Brand Management

This section deals with the connection the brand has with the culture of an organization. You will become familiar with the brand value delivery model and brand identity prism.

The contents of this section are as follows:

Brand Value Delivery Model

·         Brand Value

·         Brand Ambassadors

·         Brand Value Delivery Model

Cultural Examples in Real World

Internal Branding

Brand Identity Prism

Section 4: Brand Equity – Like Money in Bank

In this section, you will become familiarized with the concept of brand equity and worth. Various methods of measuring brand equity will be discussed.

The contents of this section are as follows:

Brand Equity

·         Determining the worth of the Brand

·         Brand Associations in Customer’s Mind

·         Factors contributing to Brand Equity

·         Measuring Brand Equity

·         Brand Equity Pyramid

Building Brand Equity – Elements and Examples

·         Brand Awareness and Loyalty

·         Brand Assets

Section 5: Measuring Brand Equity – Report Card

The section continues with the concept of measurement of brand equity, and discusses both qualitative and quantitative methods.

The contents of this section are as follows:

Methods of Measuring Brand Equity

·         Qualitative Methods

·         Quantitative Methods

·         Cases and Examples

Section 6: Consumer Behavior and Brand Buying Decisions

Here, the concept of consumer behavior and factors influencing it are discussed. You will also learn about market segmentation.

The contents of this section are divided as follows:

·         Human Behavior

·         Consumer Buying Behavior

·         Consumer Decisions

·         Market Segmentation

Section 7: Brand Positioning

Here, you will learn how companies position their brands according to price and class.

The contents of this section are as follows:

·         Positioning strategies

·         Positioning by price and product class

Section 8: Branding and Marketing Program

In this section you will learn about various marketing fundamentals like pricing and product mix. You will also learn the importance of distribution channels in marketing.

The contents of this section are as follows:

·         Understanding marketing and product mix

·         Concept and types of Pricing

·         Overview of distribution and channels

Section 9: Branding and Marketing Communication

This section familiarizes you with the process of communication in marketing. You will also be introduced to promotional tools.

The contents of this section are as follows:

·         Marketing Communication: Concept and Process

·         Promotional tools in marketing

·         Integrated Marketing Communication

Section 10: E-Branding

In this section, you will learn about building online brands. You will become familiar with the advantages of e-branding.

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