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Brand Management

Indian Institute of Management Bangalore via Swayam

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Overview

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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

Taught by

Preeti Krishnan Lyndem

Tags

india

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