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Objective: The objective of the course is to understand how brands are created, managed and
sustained and how this results in strong brand equity. This is done primarily by achieving the
following:
Understanding how brand elements are created and identifying and establishing brand
values.
Learning to plan and implement brand marketing programs.
Understanding how to measure and interpret brand performance.
Developing a plan to grow and sustain brand equity.
PEDAGOGY: The pedagogy will include lectures, discussions, case studies, exercises and videos.
There will also be at least two sessions of inter actions with industry experts from Marketing and
branding functions.
Topics
1.Course Overview & Introduction to Brand Management
Brands versus products. The importance of branding. Brand image, value and
equity. Review of PLC and STP and its applications in the brand building
process.
2.Customer-Based Brand Equity :
Choosing Brand Elements to Build Brand Equity, Criteria for selection, Types
and Impact of Brand Elements towards Brand Communication
Identifying which elements in the brand are important to the consumer and
emphasizing them throughout its marketing communications.
7. Brand Associations:
Recommended Reading: