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This course takes you through key terminology such as brand identity, brand personality, brand positioning, brand communication, brand image, and brand equity. Important theoretical underpinnings, principles, and frameworks of brand management are presented along with examples from different markets, particularly India.
What you will learn: Basics of brand management Key brand-related terminology Important frameworks and principles of branding Syllabus
COURSE LAYOUT Week 1 : Strategic Brand Management process, Brand Architecture Module Overview Product vs. Brand Strategic Brand Management Brand Architecture Designing Brand Architecture Week 2 : Brand Identity ,Brand Personality Module Overview Brand Identity Who Defines the Brand Identity Brand Personality David Aaker's Model Kapferer's Model Week 3 : Brand Positioning and De positioning Module Overview Brand Positioning Brand Positioning Basics- Part 1 Brand Positioning Basics- Part 2 Brand Positioning Statement- Guidelines Brand Re-positioning Brand Positioning vs. Product Positioning Week 4 : Brand Communication , Brand Knowledge : Awareness & Image Module Overview Importance of Communication Brand Awareness Brand Image Week 5 : CBBE ( Consumer Based Brand Equity) Module Overview What is Brand Equity The CBBE Pyramid Five Tenets of Brand Building Brand Management Framework
Preeti Krishnan Lyndem