Certified Brand Manager

Branding Terms

• Introduction
• Glossary of Terms

Branding Basics

• 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

Nature of Relationship

• Time-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

Brand Building

• 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
• Measuring Brand Association
• Qualitative Research Techniques
• Quantitative Research Techniques
• 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
• Brand Relationship Management
• Learning Relationships
• Customer Insight-Driven Relationship
• Brand Relationship Management’s Journey

Brand Equity

• Understanding Brand Equity
• Branding and Brand Equity
• How Do You Measure Brand Equity?
• Branding Promotions

Brand Management Process

• Why Brand is Everything
• The Brand’s Creed
• Three Steps Toward Successful Branding
• Does Marketing of Brand Help?

Brand Evolution

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

Value of Brands

• Value of Brand to Manufacturer
• Brand-Customer Relationship
• Brand Identity
• A Brand That Works

Brand Planning and Brand Potential

• The Importance of Brand Planning
• The Issues Influencing Brand Potential
• The Marketing Environment
• Cadbury – Case Study

Brands and Consumer Buying Process

• Extended Problem Solving
• Dissonance Reduction
• Advice for the Marketer
• Consumer Benefits and Evaluative

Consumer Search for Brand Information

• 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 to 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
• Symbolic Branding
• Functional Product
• Self-Concept and Branding
• Building Ladders on the Internet
• Using Existing Ladders
• Creating New Ladders

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

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

Brand Architecture and Brand Portfolio

• Brand Portfolio
• Portfolio Roles
• Product Market Context Roles
• Brand Portfolio Structure
• Brand Hierarchy Trees
• Brand Range
• The ‘Coca-Cola’ Brand and Sponsorship

Perceptual Mapping

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

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
• How Advertising Works
• Product Positioning as a Marketing Strategy
• Bang for the Buck?

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 - How to Compete
• The Differential Advantage and Branding
• What is “Branding?”
• When Branding Becomes the Sstrategic Advantage
• Strategy or Tactic? Project or Process?
• 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
• Brand Strategy

Brand Evaluation and Planning

• Maintaining the Brand’s Core Value
• Bridging the Brand’s Values
• Defining Brand Dimensions
• Revitalizing 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

• Basics
• Intellectual Property Law in India
• Patents
• Trademarks
• Copyrights
• 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
• The Trademark Act 1999
• Essential Features of a Trademark
• Protection of Trademark
• Registration of Trademark
• Infringement of a Trademark
• Geographical Indication
• The Designs Act, 2000

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

Social Media Branding

• Social Media Marketing
• Social Media Websites
• Benefits
• Social Media Branding