Description

SYLLABUS

Module – I:

(1)   Introduction to Branding:

• Meaning of Brand and Branding, Branding Challenges and Opportunities, Benefits of Branding, Brand Equity, Customer Based Brand Equity Model (CBBE).
• Building Strong Brand Process, Brand Elements, Branding and Marketing Mix, Importance of Brand Positioning.

(2)   Brand Management:

• Strategic Brand Management Concept and Process, Brand Management and Brand Leadership Idea, Brand Associations, Brand Performance, Brand Design and Structure.
• Role of Celebrities in Branding, Brand Recognition, Brand Asset Management, Techniques for Effective Brand Management, Brand Loyalty.

Module – II:

(3)   Branding Research:

• Meaning and Importance of Brand Research, Brand Measurement, Brand Audit, Importance of Brand Image, Brand Extension, Brand Personality.
• Cons of Brand Fatigue, Co-Branding, Costing of Brand Positioning, Brand Awareness.

(4)   New Trends in Branding:

• Graphic Design in Branding, Brand Hierarchy, Features of Monochromatic Branding, Importance of Mascot, Branding Architecture.
• Role of Brand Management in Digital Marketing, Purpose Driven Branding, Customer and Employee Centric Brand Management, Storytelling Branding.