Why should I take this certification?

This course will teach you about how to develop and manage brand image. The certification tests the candidates on various areas in brand management, product communication, brand portfolio management, brand marketing, long and short term brand portfolio development, developing consumer and customer insight-driven brand marketing strategies and digital management.

In this course you will study & learn

  • Branding Basics & Nature of Relationship
  • Building Successful Brands
  • Brand Names and Brand Extensions
  • Co-Branding and Corporate Branding
  • Brand Associations and Brand Image
  • Brand Loyalty & Brand Equity
  • Brand Management Process
  • Brand Planning and Brand Potential
  • Consumer Search for Brand Information
  • Added Values Beyond Functionalism
  • Brand Positioning Strategies
  • Brand Architecture and Brand Portfolio
  • Brand Benefits and Attributes
  • Advertising and Branding
  • Brand Evaluation and Planning
  • Protecting Brands
  • Legal Perspectives in Branding
  • Online Branding
  • Business to Business Branding
  • Social Media Branding

How will I benefit from this certification?

Effective brand strategy can bring new opportunities & leverage the brand success. Vskills Certified Brand Manager will find employment in marketing, advertising, brand management & social media departments of various companies.

Companies that hire Brand Managers

Vskills Certified Brand Manager find employment in Top MNC's and organizations like Lava Mobiles, Info Edge, Lintas India, Ogilvy & Mather Ltd, Mudra Communications Ltd, McCann-Erickson India

Brand Manager Table of Contents

https://www.vskills.in/certification/Brand-Manager-Table-of-Contents

Brand Manager Tutorial

http://vskills.in/certification/tutorial/media/brand-manager/certified-brand-manager/

Brand Manager Sample Questions

https://www.vskills.in/certification/Brand-Manager-Sample-Questions

Brand Manager Mock Test

http://www.vskills.in/practice/quiz/Brand-Manager

Apply for Brand Manager Certification

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TABLE OF CONTENT

 

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

Live Industry Projects

  • MTV – Building Brand Resonance
“Exam scheduling to be done through user account” / “Exam once scheduled cannot be cancelled”
Date of Examination
05-Aug-2017
06-Aug-2017
19-Aug-2017
20-Aug-2017
03-Sep-2017
16-Sep-2017
17-Sep-2017
07-Oct-2017
08-Oct-2017
21-Oct-2017
22-Oct-2017
05-Nov-2017
Examination Time
01:00 PM - 02:00 PM
02:30 PM - 03:30 PM
04:00 PM - 05:00 PM
05:30 PM - 06:30 PM
10:00 AM - 11:00 AM
11:30 AM - 12:30 PM

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