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 Brand Management

Introduction to Brand

  • Glossary of Terms
  • Brand Mission See Brand Platform
  • Brand Tone of Voice See Brand Platform
  • Brand Vision See Brand Platform.
  • Group Discussion See Focus Group 

Brands and Branding Basics

  • Topics Covered
  • Background and Introduction
  • The Meaning of Brands
  • What is Branding?
  • Characteristics of Brands
  • Central Organizing Thought
  • Slogan
  • Brand Awareness is Not Everything
  • Establishing a Brand
  • Points of Parity
  • Brand Equity
  • Brand Management
  • Clarity

The Nature of Relationship of Brand with Customers

  • Tim e Frame
  • Consumers Involvement
  • High- Involvement Situations
  • Low –Involvement Situations
  • Too Many Walls
  • Discontinuity in Habits
  • Cultural Factors
  • The Concept of Perception
  • Principles of Proximity
  • Brand – Customer Relationship

Building Successful Brands

  • Steps in Building a Strong Brand
  • Own a Word or Phrase

Understanding Various Terms

  • Brand Symbol
  • Brand Character
  • Brand Logo
  • Logo Change
  • Counter Fakes

Brand Names and Brand Extensions

  • Why to Create a New Brand Name
  • Types of Brand Name
  • Image Associations
  • Product Associations
  • Name Change
  • Brand Extension
  • Image-Related Extensions
  • Unrelated Extensions
  • Nurturing Sub-Brands

Co-Branding and Corporate Branding

  • Finding the Right Partner
  • A Fruitful Relationship
  • Tips for a Lasting Relationship
  • Creating a Powerful Corporate Brand
  • A Qualitative Process
  • Corporate Ethics, Corporate Culture and Corporate Image
  • Managing the Corporate Image

Brand Associations and Brand Image

  • Types of Brand Associations
  • Five Ways of Help
  • Forms of Brand Associations
  • Competitors
  • Celebrity Personality
  • Use of Product/Service
  • Qualitative Research Techniques
  • Experience of Using Product
  • Difference between Brands
  • Brand Image

Brand Loyalty

  • Brand Loyalty
  • Retention
  • The Need for a Paradigm Shift
  • Increasing Media Clutter
  • Dealing with Brand Variety

Brand Relationship

  • The Complex Nature of Brand Linkages
  • The Solution: Brand Relationship Management
  • Learning Relationships
  • Customer Insight-Driven Relationship
  • Customer Equity Is Driven by Brand Equity
  • Brand Relationship Management’s Journey

Brand Equity

  • Understanding Brand Equity
  • Branding and Brand Equity
  • How Do You Measure Brand Equity?
  • Branding Promotions
  • Research Study on Factors Affecting Brand Equity
  • Consumer Research
  • Findings
  • Do Promotions Erode Brand Equity?

Brand Management Process

  • Topics Covered
  • Why Brand is Everything
  • The Brand is Everything
  • Three Steps toward Successful Branding
  • Does Marketing of Brand Help?

Brand Evolution

  • Branding Decision
  • Historical Evolution of Brands
  • An Eight-Category Typology
  • The Evolution of a Brand

Value of Brands

  • Value of Brand to Manufacturer
  • Brand and its Distributors
  • Brand Identity-the Touchstone
  • A Brand That Works

Brand Planning and Brand Potential

  • The Importance of Brand Planning
  • The Issues Influencing Brand Potential
  • The Marketing Environment
  • The Cadbury Family of Brands
  • New Products Reflecting Consumer Lifestyles
  • Why Advertising is used to promote a Brand

Brands and Consumer Buying Process

Extended Problem Solving

  • Dissonance Reduction
  • Advice for the Marketer

Consumer Search for Brand Information

  • The Extent to which Consumers Search for Brand Information
  • Reasons for Limited Search for External Information
  • Brand Information: Quality or Quantity
  • Clues to Evaluate Brands
  • Brand Names an Informational Chunks

Issues Associated With Effective Brand Names

  • Naming Brands: Individual or Company Name?
  • A Strategic Approach T o Naming Brands
  • Screen and Select the Brand Name
  • Issues Associated with Effective Brand Names
  • The Brand as a Risk Reducer
  • Qualities of Powerful Names

Added Values Beyond Functionalism

  • Brands and Symbolism
  • An Article on Symbolic Branding
  • Functional Product
  • Self-Concept and Branding
  • Building Ladders on the Internet
  • Using Existing Ladders
  • Creating New Ladders
  • An Uphill Task

Brand Personality

  • Values and Characteristics of Brand Personality
  • Creating Brand Personality
  • Brand and Brand Users Galore!
  • Watch Out, We are World Class Customers Now
  • Will The Indian Brands Survive?
  • Brand Personality – The Relationship Basis Model
  • What If The Brand Spoke to You?
  • Relationship Segmentation

Branding to Make Tangible the Intangible

  • Consistent Service Brands through Staff
  • Service Brands with the Optimum Consumer Participation

Response of Weak and Strong Manufacturers

  • Convenience versus Non-convenience Outlets
  • Which Stage to Target?
  • Strategy for Durables
  • The Role of the Brand
  • Positioning of a Brand
  • The Risks of Poor Positioning

Brand Positioning Strategies

  • Why is Defining the Positioning So Important?
  • What Did Maggi Do?

Consumer Segmentation

  • The Model
  • Target Audience
  • Market Segmentation
  • Quantitative and Qualitative Methodologies
  • Brand Contact and Target Audience

What is Networking

  • ‘Coca-Cola’ Sports Sponsorship
  • Brand Positioning
  • Sponsorship and the Marketing Mix
  • International Sponsorship
  • Form and Fusion Design Awards

Perceptual Mapping

  • Perceptual Mapping
  • Market Description and Segmentation
  • Perceptual Mapping Techniques
  • Attribute Methods
  • Brand Attributes and Benefits
  • Preference Mapping

Brand Benefits and Attributes

  • What’s the Benefit of Branding Anyway?
  • Benefits of a Successful Brand
  • Benefits of Building a Brand
  • A Product May Die but The Brand will sustain
  • A Brand is a Living Memory
  • Attributes and USP
  • What can Research Do to Help?

Advertising and Branding

  • Creating a Brand through Advertising
  • Advertising Must Position the Brand
  • Brand Positioning through Advertisements
  • Brands R Us: How Advertising Works
  • Product Positioning as a Marketing Strategy
  • Bang for the Buck?
  • Whistling in the Dark

Successful Repositioning

  • Successful Brand Repositioning
  • Securing the Customer’s “Permission”
  • Increasing Relevance to Consumer
  • Making the Brand Serious
  • Making the Brand Contemporary

Differential Advantage and Positioning

  • Differentiation
  • The Differential Advantage and Branding
  • What is “Branding?”
  • When Branding Becomes the Strategic Advantage
  • Strategy or Tactic?
  • Developing a Sustainable Competitive Advantage
  • Developing a Portfolio of Products / Markets
  • The Differential Advantage and Branding
  • Role of Agencies in Branding

Brand as Strategic Devices

  • Brand Leadership-the New Imperative
  • Focus on Brand Equity as the Conceptual Model
  • Complex Brand Architecture
  • Strategic Relevance of Branding
  • The Strategic Plan
  • Setting Objectives
  • Brand Strategy

Brand Evaluation and Planning

  • Maintaining the Brand’s Core Value
  • Bridging the Brand’s Values
  • Defining Brand Dimensions
  • Stages in Rejuvenating Brands
  • Brand Evaluation
  • Commercial Models of Brand Equity Growth
  • The Criteria to Assess the Strength of A Brand
  • The Causal Nature of Brand Equity
  • Brand Strength
  • The Financial Value of Brands
  • Methods of Measuring the Financial Value of a Brand

Protecting Brands through Trademarks

  • Why Registering Trademarks Matters
  • Protecting Brands through Trademark Registration
  • The Challenges to Brands
  • Licensing Your Brand
  • The Challenges to Brands
  • Brand Advertising on the Internet
  • The Growth of Corporate Branding

Legal Perspectives in Branding

  • Naming Tips
  • Legal Tips

Online Branding

  • The Unsung Hero of Internet Marketing
  • Online Branding Tactics
  • Packaged Online Branding Solutions

Business To Business Branding

  • Business Branding
  • Focus Areas
  • Brand Architecture
  • Integrated Brand Communication
  • The Bottom Line

Live Industry Projects

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