Brand Management

1 Reviews

Course Highlights

  • Learn Basics of brand management

  • Learn Important frameworks and principles of branding

  • Earn a Certificate on successful completion (25% internal assessment and 75% Final Exam)

Mode of learning: Online self study

Course Overview

More about this course
  • 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.

  • 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

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    Prakhar Agrawal

    It was nice, smooth and a rich learning experience. The pedagogy was excellent and the exam truly covered the essence of the course.

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