Strategic Brand Management


Duration : 3 months (Certificate Program)
Classroom : 3 Days (24 Hrs)
Self-Study Hours : 24:00 Hrs

Course Contents

Introduction to Brand Management
Brand Management üThe Brand
Knowing the Consumer

Building Brand Equity
What Is Brand Equity?
How Is Brand Equity Created?
Using Marketing Programs to Build Brands

Managing the Creative Elements of Brands
Your Brand's First Impression
Creating Names and Logos for YourBrands
Slogans, Jingles, Characters, and Packaging
Protecting Your Brand

Promoting Your Brand to Consumers
Primary Marketing Tools for Generating Awareness
Specialized Marketing Tools for Generating Awareness
Reaching Consumers with an IMC Plan

Evaluating Brand Effectiveness
Consumer Knowledge Structures and Your Brand
Implementing a Brand Equity Measurement System

Managing and Maintaining Brand Equity
Making the Right Decisions for Your Brand
Ethical, Legal, and Global Branding Concerns

Target Audience
This course is for brand managers and marketing personnel who wish to implement creative strategies to conceive, build, and improve brand equity for their products and company.
Pre-requisite
None
Delivery Method
This program is delivered in a blended format. Besides the classroom sessions, as homework and practise, students will get access to high-quality and interactive online self-learning eLearning content that can be accessed at any time as per learner convenience.
JobAids:
Job aids are performance support tools that complement learning and assist in the use of knowledge and skills in the workplace. Job aids are course “take aways" that can be used to apply in real life what is learnt in this course.