BRAND MARKETING

COURSE CONTENTS

1. Understanding Branding
• What is a Brand
• The Financial and Social Values of Brand
• What makes Brand Great?
• The Power of Brand
• Branding the Principles of Marketing
2. 
   Identifying and Establishing Brand Positioning

• Customer Based Brand Equity
• Brand Positioning and Brand Creation
• Visual and Verbal identity
• Brand Communication
• Brand Protection
3. Planning and Implementing Brand Marketing Programs
• Choosing Brand Elements to Build Brand Equity
• Designing Marketing Programs to Build Brand Equity
• Integrity Marketing Communication to BBE
4. The Scope of a Brand – Brand Stretching
• The Level of a Brand – Corporate or Product Brand
• The Extent of a Brand: Brand Stretching
• Criteria in Line Extension Discussions
• Designing and implementing Branding Strategies
5. Measuring and Interpreting Brand Performance
• Developing a Brand Equity Measurement and Management System
• Measuring Sources of Brand Equity: Capturing Customer Mind-Set
• Measuring Outcomes of Brand Equity: Capturing Market Performance
6. The Globalization of Brands
• Is the World Becoming One Big Market?
• The Elements of the Globalization Decision
• Internationalism: An Alternative of Globalization
  

RECOMMENDED BOOKS:

1. Kevin Lane Keller: Strategic Brand Management, Pearson Prentice Hall, New Delhi, India. 2008
2. David Arnold: The Handbook of Brand Management, Addison Wesley Putlishing Company
3. Rita Clifton and John Simmons: Brand and Branding Profile Book Ltd., South Asian Edition 2009