Brand Management

In marketing, brand management is a series of techniques used to increase the perceived value of a product or service. Effective brand management builds loyal customers through positive brand association and has a positive effect on your bottom line. Additionally, strategic brand management can help companies improve brand recognition, boost revenue, and achieve long-term business goals.

In a world where consumers make decisions on brands in the blink of an eye, companies must be prepared to wield influence over the public’s view of them. In fact, many businesses will succeed or fail based solely on their ability to successfully market their brand.


Duration: 3 days
Mode: Classroom / Online
Deliverables: CourseWare Hard/ Soft Copies

Course Contents

Introduction
Definition of Brand 
Importance of Brands 
Branding Challenges and Opportunities 

Brand Equity Concept 
Brand Equity Models 
Brands vs. Products
Exercises/Case Studies

Constituents of a Brand
Brand Elements 
Brand Identity 
Image and Personality 

Brand DNA, Kernel, Codes and Promises 
Point of Distribution and Point of Purchase
Brand Positioning
Basic Concepts 
Risks
Exercises/Case Studies

Brands and Consumers 
Competitive Advantage through Strategic Positioning of Brands 
Points of Parity
Points of Difference

Brand Building
Designing Marketing Programmes to Build Brands 
Role of Social Media in Brand Building 
Managing and Sustaining Brands Long-Term
Exercises/Case Studies

Brand Image
Image Dimensions
Brand Associations & Image
Brand Identity: Perspectives, Levels and Prisms

Managing Brand Image 
Stages – Functional, Symbolic and Experiential
Brands – Brand Audits – Brand Loyalty – Cult Brands
Brand Valuation
Exercises/Case Studies

Methods of Valuation 
Implications for Buying & Selling Brands
Leveraging Brands
Brand Extension 

Brand Licensing 
Co-branding 
Brand Architecture
Portfolio Management
Exercises/Case Studies

Branding in Practice
Handling Name Changes and Brand Transfer 
Brand Revitalisation and Rejuvenation 
Global Branding Strategies 

Building and Managing Brands Across Boundaries 
Branding Industrial Products
Services and Retailers 
Building Brands Online
Exercises/Case Studies

Conclusion and Feedback


Why choose us


At the Institute of Corporate Analytics and Training, we have trained over 5000 professionals on a wide range of corporate and management trainings from many organizations and companies, from diverse domains,  around the world.  We have a team of highly motivated and experienced team of trainers.  Our trainings are designed to blend theoretical concepts with field experience.  The concepts and techniques you will learn will be illustrated with case studies from the field, role plays and simulations.


Rest assured that at the end of the training programs, you will emerge confident and energized armed with skills and knowledge as well as the techniques of applying them.