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Overview

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


Taught by

Preeti Krishnan Lyndem

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