Home »BUILDING A BRAND - BRAND MANAGEMENT
COURSE : BUILDING A BRAND  - BRAND MANAGEMENT
Course Overview Branding is a way of defining your business to yourself, your team and your external audiences. It could be called the business' “identity”, but only on the understanding that it embodies the core of what the business is and its values, not just what it looks and sounds like. Customers of all sorts of businesses are so savvy today that they can see through most attempts by companies to gloss, spin or charm their way to sales.
The benefits that a strategically defined brand can bring are the same as when people fall in love with each other. When customers connect emotively - because they share the same values and beliefs of a brand - it leads to higher sales and better brand differentiation. It also leads to loyalty, advocacy and can even protect your price in times when competitors rely on promotional discounts to drive sales. It can also give you the ideal platform from which to extend your offering or range.
Training Duration Total Training Hours : 28-30 Hours
Training Duration : 1 Week
Total Training Days : 4-5 Working Days
Training Schedules Weekdays (Sunday to Thursday)Regular Sessions : 4 Hrs Per day 
WeekEnds (Friday & Saturday)Fast Track Sessions: 6-8 Hours per day 

Certifications: Weekdays (Sunday to Thursday)Regular Sessions : 4 Hrs Per day 
WeekEnds (Friday & Saturday)Fast Track Sessions: 6-8 Hours per day 
Tests Yes
Learning Aids Yes
Course Material Hard & Soft Copies of Study Material
Language of Instruction English
Instructor Helpline Yes
1. Email
2. Social Media (For Emergency requirements)
Registration Requirements 1. Passport Copy
2. Curriculum Vitae
3. Passport size photographs
4. Course Fee
Mode of Payment: Cash / Cheque / Credit Card / Bank Transfer.
Eligibility Criteria
(Who should attend this training)
Professionals with one or two years of experience of working in a marketing position would ideally benefit from this training.
Sales representatives or trainees would also profit from this course.
Students looking forward to a career in public relations and corporate communications would benefit from the course.
This course is ideal for MBA aspirants or final year students interested in specializing in marketing. Entrepreneurs interested to know about brand management can also gain from this course.
Course Benefits

1. Employees Who Know The Brand Become Engaged And Feel Empowered
2. Brand Training Saves Time And Money
3. Brand Ambassadors Stay With The Company
4. Customer recognition.
5. Competitive edge in market.
6. Customer loyalty and shared values.
7. Enhanced credibility and ease of purchase. 

Course Contents / Outline

Introduction to Brand Management

The Innovation Graph

Types of Innovation

Innovation Adoption Curve of Rogers

Challenges

Culture and Leadership

What is a Brand

How Brands are Created

History of Brands

Why Brands Matter

 

Importance of Brand Management

Brand Management: Concept and Purpose

Strategic Brand Management Process

The attributes of a strong brand

 

Products and brands

Building Brands and Pitfalls

Believing in and Selling an idea

Advertising and publicizing the brand

Pitfalls associated with Brand Building

Brand challenges and Customer Loyalty Pyramid

 

Challenge of marketing the Brand

Reaffirming Brand Image association with customers

Personalized and customized advertising and promotion of the Brand

Creating Trust in the mind of the Customer

Maintaining Customer Loyalty

 

Creating a Brand

This section familiarizes you with the process of brand creation.

The contents of this section are as follows:

Brand Elements

Strategic Fit of Brand identity and Brand Image

Brand Identity

Brand Identity and Company Identity

Brand Identity and Loyalty

Brand Image

Customer Perceptions

Creating Positive Associations around Brands

Different Types of Brands

 

Organizational Culture for Successful Brand Management

This section deals with the connection the brand has with the culture of an organization. You will become familiar with the brand value delivery model and brand identity prism.

Brand Value Delivery Model

Brand Value

Brand Ambassadors

Brand Value Delivery Model

Cultural Examples in Real World

Internal Branding

Brand Identity Prism

 

Brand Equity – Like Money in Bank

Brand Equity

Determining the worth of the Brand

Brand Associations in Customer’s Mind

Factors contributing to Brand Equity

Measuring Brand Equity

Brand Equity Pyramid

Building Brand Equity – Elements and Examples

 

Brand Awareness and Loyalty

Brand Assets

Measuring Brand Equity – Report Card

Methods of Measuring Brand Equity

Qualitative Methods

Quantitative Methods

Cases and Examples

 

Consumer Behavior and Brand Buying Decisions

Human Behavior

Consumer Buying Behavior

Consumer Decisions

Market Segmentation

 

Brand Positioning

Positioning strategies

Positioning by price and product class

 

Branding and Marketing Program

Understanding marketing and product mix

Concept and types of Pricing

Overview of distribution and channels

 

Branding and Marketing Communication

Marketing Communication: Concept and Process

Promotional tools in marketing

Integrated Marketing Communication

 

E-Branding

E-branding: Concepts and advantages

Examples of e-branding

 

Section 1: Introduction to Brand Management

In this section you will be introduced to the concept of brand and brand management. You will learn how brands are conceived as an idea and how the idea becomes an entity.

 

The contents of this section are as follows:

 

The Innovation Graph

 

Types of Innovation

Innovation Adoption Curve of Rogers

Challenges

Culture and Leadership

What is a Brand

 

How Brands are Created

History of Brands

Why Brands Matter

Importance of Brand Management

 

Brand Management: Concept and Purpose

Strategic Brand Management Process

The attributes of a strong brand

 

Products and brands

 

Building Brands and Pitfalls

 

Believing in and Selling an idea

Advertising and publicizing the brand

Pitfalls associated with Brand Building

Brand challenges and Customer Loyalty Pyramid

 

Challenge of marketing the Brand

Reaffirming Brand Image association with customers

Personalized and customized advertising and promotion of the Brand

Creating Trust in the mind of the Customer

Maintaining Customer Loyalty

Section 2 : Creating a Brand

This section familiarizes you with the process of brand creation. You will learn about various brand elements and become familiarized with concepts like brand identity and image. You will also learn about various types of brands.

 

The contents of this section are as follows:

 

Brand Elements

 

Strategic Fit of Brand identity and Brand Image

 

Brand Identity

Brand Identity and Company Identity

Brand Identity and Loyalty

Brand Image

Customer Perceptions

Creating Positive Associations around Brands

Different Types of Brands

Section 3 : Organizational Culture for Successful Brand Management

This section deals with the connection the brand has with the culture of an organization. You will become familiar with the brand value delivery model and brand identity prism.

 

The contents of this section are as follows:

 

Brand Value Delivery Model

 

Brand Value

Brand Ambassadors

Brand Value Delivery Model

Cultural Examples in Real World

 

Internal Branding

 

Brand Identity Prism

 

Section 4: Brand Equity – Like Money in Bank

In this section, you will become familiarized with the concept of brand equity and worth. Various methods of measuring brand equity will be discussed.

 

The contents of this section are as follows:

 

Brand Equity

 

Determining the worth of the Brand

Brand Associations in Customer’s Mind

Factors contributing to Brand Equity

Measuring Brand Equity

Brand Equity Pyramid

Building Brand Equity – Elements and Examples

 

Brand Awareness and Loyalty

Brand Assets

Section 5: Measuring Brand Equity – Report Card

The section continues with the concept of measurement of brand equity, and discusses both qualitative and quantitative methods.

 

The contents of this section are as follows:

 

Methods of Measuring Brand Equity

 

Qualitative Methods

Quantitative Methods

Cases and Examples

Section 6: Consumer Behavior and Brand Buying Decisions

Here, the concept of consumer behavior and factors influencing it are discussed. You will also learn about market segmentation.

 

The contents of this section are divided as follows:

 

Human Behavior

Consumer Buying Behavior

Consumer Decisions

Market Segmentation

Section 7: Brand Positioning

Here, you will learn how companies position their brands according to price and class.

 

The contents of this section are as follows:

 

Positioning strategies

Positioning by price and product class

Section 8: Branding and Marketing Program

In this section you will learn about various marketing fundamentals like pricing and product mix. You will also learn the importance of distribution channels in marketing.

 

The contents of this section are as follows:

 

Understanding marketing and product mix

Concept and types of Pricing

Overview of distribution and channels

Section 9: Branding and Marketing Communication

This section familiarizes you with the process of communication in marketing. You will also be introduced to promotional tools.

 

The contents of this section are as follows:

 

Marketing Communication: Concept and Process

Promotional tools in marketing

Integrated Marketing Communication

Section 10: E-Branding

In this section, you will learn about building online brands. You will become familiar with the advantages of e-branding.

 

The contents of this section are as follows:

 

E-branding: Concepts and advantages

Examples of e-branding

Case Study

 

© Laurels Training Institute 2017. All Rights Reserved.