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Brands are counted among the biggest assets of any company. A strong brand can prove to be the propeller of a company’s growth in the global arena. Companies like Coca Cola have been created around a single brand, and have then gone on to become large global corporations. Brands are also a source of differentiation for companies, and many companies, especially those dealing with consumer products, are known more by their brands than their corporate identities. The proper nurturing and development of a brand can help ensure its long term success. The role of a brand manager is to optimize the value of the brands and ensure their growth in the future.
The PG Diploma Program in Brand Management is aimed at creating effective brand managers, who can contribute to the success of their organizations.
Program Structure
The program covers all the important topics related to Brand Management in two groups. The structure of the program is given below:
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Group/Part |
Subjects |
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Group A |
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Part I |
Brand Management - I |
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Part II |
Brand Management - II |
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Group B |
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Part III |
Brand Management - III |
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Part IV |
Brand Management - IV |
Outline Curriculum
Group A
Part I: Brand Management – I
An Introduction : Concept of Branding, Brand Management Models, Evolution of Brand Management, Brand Name, Symbol and Slogan : Choice of Names, Selection Process, Attribute Association, Characteristics of a Good Brand, Symbols and Slogans.
Brand Equity : Concept of Brand Equity, Brand asset vs. Financial value, Accounting treatment of Brands : Cost based brand valuation, Market price based brand valuation, Potential earnings based brand valuation.
Brand Awareness: Brand Associations, Brand Names, Achieving Brand Awareness: Anchor for Association, Familiarity/Liking, Substance / Commitment, Limitations of brand awareness.
Brand Loyalty: Concept of Brand Loyalty, Levels of Brand Loyalty, Brand Loyalty and Brand Equity: Measuring Brand Loyalty, Strategic Value of Brand Loyalty.
Brand Identity: Concept of Brand Identity, Identity and Image, Facets of Brand Identity, Sources of Brand Identity, Brand Potential, Brand Identity vs. Change.
Brand Personality: Concept of Brand Personality, Measuring the Brand Personality, Models of Brand Personality.
Part II: Brand Management – II
Launching New Brands: Launching a Brand vs. Launching a Product, Brand Platform, Brand Campaign, Organizing for Brand Launches.
Building Brands: Characteristics of a Strong Brand, Brand Building Imperatives, Organizing for Brand Building, Role of the Agency, The Role of Sponsorships, The Role of the Web, Brand Building and Advertisement.
Brand Architecture: Brand Product Relationship, Brand Architecture Audit, Branding Strategies, Product Autonomy vs. Affiliation.
Multi Brand Portfolio: Brand Portfolio and Market Segmentation, Multi Brand Strategies, Concept of Sub-brands.
Brand Positioning and Repositioning: Components of Positioning, Positioning Strategies, Rules and Risks of Brand Repositioning.
Brand Extension: Concept of Brand Extension, Economic Consequences of Brand Extension, Typology of Brand Extension, Issues in Brand Extension.
Group B
Part III: Brand Management – III
Brand Strategies : Consistency of Brands, Identity and Positioning Changes, Sustaining a Brand in the Long-term, Concept of Strategic Brands.
Decline, Ageing and Revitalization: Factors of decline, Ageing, Rejuvenating of Brand: Increasing Usage, New Uses, New Markets.
Global Branding: Need for Global Branding, Global Consumers, Conditions Favoring Global Brands, Building Global Brands.
Ethical Dimensions: Right Information to Customers, Information Overload, Intellectual Property Rights, False Claims, Consumer Education, Consumerism and Environment.
Part IV: Brand Management – IV
Case Studies: Airtel, American Express, Asian Paints, Baskin Robbins, BMW, Cadbury, Cisco, Citibank, Coca-Cola, CRY, Disney, Ford, GE, Gillette, Hewlett-Packard, Himalaya Drug, Honda, IBM, Intel, L’Oreal, Marlboro, Mercedes, McDonald’s, Microsoft, Nivea, Nokia, P&G, Raymond, Sony, Tanishq, Toyota and Virgin.
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©
2005-08 The ICFAI University, Dehradun. All rights reserved. Contact
The ICFAI University, Dehradun
for further information. |
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