CERTIFICATE IN BRAND MANAGEMENT

Duration: 3 MONTHS

Course Syllabus

BRAND AND BRAND MANAGEMENT

  •   What is a Brand
  •   Roles of Brands
  •   Brand Equity
BASIS OF BRAND EQUITY
  •   Brand Loyalty
    •     Measuring Brand Loyalty
    •     Strategic Value of Brand Loyalty
    •     Maintaining and Enhancing Loyalty
  •   Brand Awareness
    •     How Awareness Works to Help the Brand
    •     How to Achieve Awareness
  •   Perceived Quality
  •   Brand Associations
  •   Other Proprietary Assets
STRATEGIC BRAND MANAGEMENT PROCESS
  •   Identifying and Establishing Brand Positioning & Values
    •     Customer-Based Brand Equity Model
  •   Planning and Implementing Brand Marketing Programs
    •     Choosing Brand Elements to Build Brand Equity
    •     The Name, Symbol and Slogan
    •     Designing Marketing Programs
  •   Measuring and Interpreting Brand Performance
  •   Growing and Sustaining Brand Equity
    •     Brand Strategies for Leaders, Challengers, Followers and Nichers
    •     New Products, Brand Extensions and Multibrands
    •     Managing Brands Over Time
    •     Global Branding

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Eligibility

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