| COURSE : BUILDING A BRAND - BRAND MANAGEMENT | |
|---|---|
| Course Overview | Branding is a way of defining your business to yourself, your team and your external audiences. It could be called the business' “identity”, but only on the understanding that it embodies the core of what the business is and its values, not just what it looks and sounds like. Customers of all sorts of businesses are so savvy today that they can see through most attempts by companies to gloss, spin or charm their way to sales. The benefits that a strategically defined brand can bring are the same as when people fall in love with each other. When customers connect emotively - because they share the same values and beliefs of a brand - it leads to higher sales and better brand differentiation. It also leads to loyalty, advocacy and can even protect your price in times when competitors rely on promotional discounts to drive sales. It can also give you the ideal platform from which to extend your offering or range. |
| Training Duration | Total Training Hours : 28-30 Hours Training Duration : 1 Week Total Training Days : 4-5 Working Days |
| Training Schedules | Weekdays (Sunday to Thursday)Regular Sessions : 4 Hrs Per day WeekEnds (Friday & Saturday)Fast Track Sessions: 6-8 Hours per day |
| Certifications: | Weekdays (Sunday to Thursday)Regular Sessions : 4 Hrs Per day WeekEnds (Friday & Saturday)Fast Track Sessions: 6-8 Hours per day |
| Tests | Yes |
| Learning Aids | Yes |
| Course Material | Hard & Soft Copies of Study Material |
| Language of Instruction | English |
| Instructor Helpline | Yes 1. Email 2. Social Media (For Emergency requirements) |
| Registration Requirements | 1. Passport Copy 2. Curriculum Vitae 3. Passport size photographs 4. Course Fee |
| Mode of Payment: | Cash / Cheque / Credit Card / Bank Transfer. |
| Eligibility Criteria (Who should attend this training) |
Professionals with one or two years of experience of working in a marketing position would ideally benefit from this training. Sales representatives or trainees would also profit from this course. Students looking forward to a career in public relations and corporate communications would benefit from the course. This course is ideal for MBA aspirants or final year students interested in specializing in marketing. Entrepreneurs interested to know about brand management can also gain from this course. |
| Course Benefits |
1. Employees Who Know The Brand Become Engaged And Feel Empowered |
| Course Contents / Outline |
Introduction to Brand Management The Innovation Graph Types of Innovation Innovation Adoption Curve of Rogers Challenges Culture and Leadership What is a Brand How Brands are Created History of Brands Why Brands Matter
Importance of Brand Management Brand Management: Concept and Purpose Strategic Brand Management Process The attributes of a strong brand
Products and brands Building Brands and Pitfalls Believing in and Selling an idea Advertising and publicizing the brand Pitfalls associated with Brand Building Brand challenges and Customer Loyalty Pyramid
Challenge of marketing the Brand Reaffirming Brand Image association with customers Personalized and customized advertising and promotion of the Brand Creating Trust in the mind of the Customer Maintaining Customer Loyalty
Creating a Brand This section familiarizes you with the process of brand creation. The contents of this section are as follows: Brand Elements Strategic Fit of Brand identity and Brand Image Brand Identity Brand Identity and Company Identity Brand Identity and Loyalty Brand Image Customer Perceptions Creating Positive Associations around Brands Different Types of Brands
Organizational Culture for Successful Brand Management This section deals with the connection the brand has with the culture of an organization. You will become familiar with the brand value delivery model and brand identity prism. Brand Value Delivery Model Brand Value Brand Ambassadors Brand Value Delivery Model Cultural Examples in Real World Internal Branding Brand Identity Prism
Brand Equity – Like Money in Bank Brand Equity Determining the worth of the Brand Brand Associations in Customer’s Mind Factors contributing to Brand Equity Measuring Brand Equity Brand Equity Pyramid Building Brand Equity – Elements and Examples
Brand Awareness and Loyalty Brand Assets Measuring Brand Equity – Report Card Methods of Measuring Brand Equity Qualitative Methods Quantitative Methods Cases and Examples
Consumer Behavior and Brand Buying Decisions Human Behavior Consumer Buying Behavior Consumer Decisions Market Segmentation
Brand Positioning Positioning strategies Positioning by price and product class
Branding and Marketing Program Understanding marketing and product mix Concept and types of Pricing Overview of distribution and channels
Branding and Marketing Communication Marketing Communication: Concept and Process Promotional tools in marketing Integrated Marketing Communication
E-Branding E-branding: Concepts and advantages Examples of e-branding
Section 1: Introduction to Brand Management In this section you will be introduced to the concept of brand and brand management. You will learn how brands are conceived as an idea and how the idea becomes an entity.
The contents of this section are as follows:
The Innovation Graph
Types of Innovation Innovation Adoption Curve of Rogers Challenges Culture and Leadership What is a Brand
How Brands are Created History of Brands Why Brands Matter Importance of Brand Management
Brand Management: Concept and Purpose Strategic Brand Management Process The attributes of a strong brand
Products and brands
Building Brands and Pitfalls
Believing in and Selling an idea Advertising and publicizing the brand Pitfalls associated with Brand Building Brand challenges and Customer Loyalty Pyramid
Challenge of marketing the Brand Reaffirming Brand Image association with customers Personalized and customized advertising and promotion of the Brand Creating Trust in the mind of the Customer Maintaining Customer Loyalty Section 2 : Creating a Brand This section familiarizes you with the process of brand creation. You will learn about various brand elements and become familiarized with concepts like brand identity and image. You will also learn about various types of brands.
The contents of this section are as follows:
Brand Elements
Strategic Fit of Brand identity and Brand Image
Brand Identity Brand Identity and Company Identity Brand Identity and Loyalty Brand Image Customer Perceptions Creating Positive Associations around Brands Different Types of Brands Section 3 : Organizational Culture for Successful Brand Management This section deals with the connection the brand has with the culture of an organization. You will become familiar with the brand value delivery model and brand identity prism.
The contents of this section are as follows:
Brand Value Delivery Model
Brand Value Brand Ambassadors Brand Value Delivery Model Cultural Examples in Real World
Internal Branding
Brand Identity Prism
Section 4: Brand Equity – Like Money in Bank In this section, you will become familiarized with the concept of brand equity and worth. Various methods of measuring brand equity will be discussed.
The contents of this section are as follows:
Brand Equity
Determining the worth of the Brand Brand Associations in Customer’s Mind Factors contributing to Brand Equity Measuring Brand Equity Brand Equity Pyramid Building Brand Equity – Elements and Examples
Brand Awareness and Loyalty Brand Assets Section 5: Measuring Brand Equity – Report Card The section continues with the concept of measurement of brand equity, and discusses both qualitative and quantitative methods.
The contents of this section are as follows:
Methods of Measuring Brand Equity
Qualitative Methods Quantitative Methods Cases and Examples Section 6: Consumer Behavior and Brand Buying Decisions Here, the concept of consumer behavior and factors influencing it are discussed. You will also learn about market segmentation.
The contents of this section are divided as follows:
Human Behavior Consumer Buying Behavior Consumer Decisions Market Segmentation Section 7: Brand Positioning Here, you will learn how companies position their brands according to price and class.
The contents of this section are as follows:
Positioning strategies Positioning by price and product class Section 8: Branding and Marketing Program In this section you will learn about various marketing fundamentals like pricing and product mix. You will also learn the importance of distribution channels in marketing.
The contents of this section are as follows:
Understanding marketing and product mix Concept and types of Pricing Overview of distribution and channels Section 9: Branding and Marketing Communication This section familiarizes you with the process of communication in marketing. You will also be introduced to promotional tools.
The contents of this section are as follows:
Marketing Communication: Concept and Process Promotional tools in marketing Integrated Marketing Communication Section 10: E-Branding In this section, you will learn about building online brands. You will become familiar with the advantages of e-branding.
The contents of this section are as follows:
E-branding: Concepts and advantages Examples of e-branding Case Study
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