PROFESSIONAL EXECUTIVE DIPLOMA IN BRAND MANAGEMENT OBJECTIVE OF STUDY AND COURSE CONTENT
The main objective of this course is to walk the students through the steps required to build and leverage brand assets and create enduring competitive advantage.
Objectives are:
To increase understanding of the key issues in crafting, evaluating and managing brand strategies.
To provide and be able to work with the appropriate theories, models and other tools to ensure better branding decisions, and to make these concepts relevant for any type of organization.
To grant students hands on training on running a brand audit
Conduct case study focusing on branding and marketing
Develop hands-on abilities on brand building and marketing
Course Outcome
At the end of this course, the students are able to
To create and evaluate brand elements.
To create a consumer based Brand Equity.
To create an integrated marketing communication to build BE.
To choose and create necessary secondary associations to Build BE
To generate branding strategies.
To evaluate external opportunities.
WEEK 1
Introduction to brand management
Brand management meaning and important concepts
Understanding brand – what is brand
Week 2
Brand equity – meaning and measuring brand equity
How are brand equity determined
Factors contributing to brand equity
Week 3
Brand name
What is brand name
Features of a good brand name
Attributes of a strong brand
Week 4
Brand positioning – definition and concept
Week 5
Brand identity – definition and concept
Sources of brand identity
Logos
Features of a good logo
Trade marks
Brand image
Brand identity vs. brand image
Week 6
Brand personality
What is brand personality
What is brand awareness
Brand loyalty
Brand association
Week 7
Brand promise
Guaranteed steps in building a strong brand name, product or service
Week 8
Brand equity and customer equity
Brand extension – meaning, advantages and disadvantages
Why does brands have extensions
Week 9
Co-branding
Meaning
Types
Advantages
Disadvantages
What is brand value
Brand value management
Week 10
Brand categories
Marketing career option for brand managers
Do strong brands just happen or they are made
What do brands do
Brand management challenges in changing times
Week 11
Corporate branding – A discussion
Changing profile of brand managers
Week 12
Branding in the age of information and internet
Some example of brands that migrated to the virtual world
