Duration - 5 months

OVERVIEW | BENEFITS | WORK OPPORTUNITIES | COURSE CONTENT

 

 

OVERVIEW

As part of any successful marketing strategy, Brand Management describes the techniques used to influence the perception customers have of a particular brand.

In other words, the goal is to control the “branding” of a product or service and giving it a positive, trustworthy reputation (or image) in the eyes of potential customers. Defining and implementing a brand strategy is usually a long-term process. When brands are strong, well-known and trusted in their market, other advertising activities become much more successful.

 

 

BENEFITS

Brand Management is a function of marketing, so the basics are included in most Business degrees and all Marketing degrees.

But if someone is really determined to start a career in Brand Management, a specialised degree is the smarter option. He/ she will stand out among graduates from other subjects with more and deeper knowledge in the field, and it will be easier to find a job after achieving the certificate.

 

 

WORK OPPORTUNITIES

Career options for Brand Management graduates are available across all industries, and most prominently where marketing has evolved into a brand-centric activity, for example:

• fashion
• luxury goods
• cars
• cosmetics
• high-priced consumer goods

• and many others

If you want to get an idea, let the world’s top brands inspire you. It’s also not uncommon to get a job at a marketing consultancy, where you would often work with many different clients, enabling you to learn even more.

The typical job titles for entry-level graduate jobs are e.g. Junior Brand Manager, Assistant Brand Manager, Junior Brand Consultant, or Product Marketing Manager.

 

 

COURSE CONTENT

Introduction to Brand

Brands and Branding Basics

The Nature of Relationship of Brand with Customers

Building Successful Brands

Understanding Various Terms

Brand Names and Brand Extensions

Co-Branding and Corporate Branding

Brand Associations and Brand Image

Brand Loyalty

Brand Relationship

Brand Equity

Brand Management Process

Brand Evolution

Value of Brands

Brand Planning and Brand Potential

Brands and Consumer Buying Process

Consumer Search for Brand Information

Issues associated with Effective Brand Names and Added values beyond Functionalism

Brand Personality

Branding to make Tangible the Intangible

Response of Weak and Strong Manufacturers

Brand Positioning Strategies

Consumer Segmentation

Brand Architecture and Brand Portfolio

Perceptual Mapping

Brand Benefits and Attributes

Advertising and Branding

Successful Repositioning

Differential Advantage and Positioning

Brand as Strategic Devices

Brand Evaluation and Planning

Protecting Brands through Trademarks

Legal Perspectives in Branding

Online Branding

Business to Business Branding

Live Industry Projects

Doubt Solving

Test

Certification