Branding & Brand Management: Branding Strategy

A course for all those who want to learn about Brand Management. This course covers major topics like: Creating a Brand, Organizational Culture for Successful Brand Management, Consumer Behavior and Brand Buying Decisions, Brand Positioning etc.

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 8h 59m | 64 Videos | 89323 Views |   All Levels

About Brand Management Courses: Building a Strong Brand

Why Branding? When a product is introduced in the market, it seems similar to other products in its category. It may have certain distinguishing features like better quality or price or packaging, but what ultimately influences the consumer to buy the product is the viability and dependability of the brand. The brand is the distinguishing factor that can make or break a deal.

Sales depend on brand awareness and brand image. Positive associations with the brand affect customer loyalty and preference. Since brands are so significant in the marketing of a product, the management of the brand also becomes equally significant.

Kapferer and Keller defined branding as a fulfillment of customer expectations and consistent customer satisfaction. Brand management is, therefore, managing how a brand is perceived in the market.

The creation of the brand, brand identity, and image, how a customer views the brand, the experience he/she has with the brand, brand value and equity, all these are a part of brand management courses. It involves tangible factors like the product itself, look pricing, packaging etc., as well as intangibles like the experience the customer has with the brand and the relationship the customer builds with the brand.

Branding as the Competitive Edge

In today’s extremely competitive market, a product’s superior quality or price advantage is no longer sufficient to guarantee its success. The fast pace of technological development and the stiff competition from similar products and imitations in the market have dramatically shortened product lifecycles. A product has a much lesser shelf life these days. For this reason, more and more companies are looking to build other competitive edges – such as brands.

A brand could be a corporate entity (eg. Dell, Lee-Cooper, Amul), product (eg. Lux, Bournvita), service (eg. PriceWaterhouse Coopers, Infosys), or person (eg., Shiv Khera, Deepak Chopra). Brand management builds brand credibility. Customers learn to trust the brand, enquire about the branded product in stores, and this leads to sustained sales. Robust brands can withstand all kinds of market turmoil and maintain a strong position despite price fluctuations.

Why Brand Management?

Brand Management is a function of marketing that focuses on the use of special techniques to increase the perceived value of a product. It is a part of the established marketing strategy of a seller. Brand management courses build loyal customers through positive associations and images, and a strong awareness of the brand.

Creating positive experiences with brands involves an acute understanding of what the customer expects and how to surpass expectations. It is centered on providing the customer a reason to come back and be loyal to the brand. Along with marketing and promotional brand management strategy, it is also related to consumer psychology. Brand Management courses involve understanding the intricacies of the consumer-brand relationship and influencing it to create long-term benefits.

Today, companies are looking at creating sustainable competitive advantage through branding. Brand Managers are, therefore, in great demand.

Important Concepts in Brand Management Courses

Brand Management Courses involves studying the following:

How Brands are conceived from ideas and transform into real identities

• Brand Image, Identity, and Positioning
• Brand Value and Equity
• Patterns of Consumer Behaviour
• Marketing Concepts like product mix, pricing, positioning
• Market Segmentation
• Marketing Communication

Course Contents:

This course aims to educate the participant in all aspects of brand building and management.

Section 1: Introduction to Brand Management

In this section, you will be introduced to the concept of brand and brand management Courses. 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 Courses

• 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

Section 11: Case Study

This section discusses the case of the Aditya Birla Group.

Prerequisites to Brand Management courses:

The prospective participant must have a fair understanding of marketing concepts, business knowledge, and an awareness of advertising and corporate communication. He/She must be a graduate in any stream with a background in sales or marketing or public relations. Sound communication skills in English are preferred. Work experience of two to three years would be an added advantage.

The candidate must be interested to learn about marketing concepts and must aim for a long-term career in marketing. He/she should be willing to pursue the course attentively. Self-study and regular interaction with faculty for clearing of concepts is a must.

Target Audience for this Brand Management Courses/Who will benefit:

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 brand management courses. 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.

Frequently Asked Questions (FAQs)

1. Is it difficult to learn about brand management?

Answer: No, it is not difficult as brand management is not rocket science! However, it does require some serious study and an awareness of marketing concepts. You can easily master the subject, provided you are interested in learning about the science of marketing.

2. Where can brand management be applied?

Answer: All companies that market either products or services require brand management professionals with core knowledge of branding and consumer behavior. Professionals with sound knowledge of brand management can look forward to applying their knowledge in FMCG companies, Banks, Telecom and Internet Services, Hospitals, Apparel etc.

3. Do I need to have experience in marketing before joining the course?

Answer: No, you do not need to have marketing experience. You can be a fresher, but you must have an idea about marketing concepts like product promotion, pricing, market segments etc. MBA final semester students specializing in marketing would find this course particularly useful.

4. As it is an online course, how am I assured about quality?

Answer: Our expert faculty will guide you through each step of the course. You can interact with them and have your doubts cleared at regular intervals. Feedback and instructions will be given regularly to steer through the course.

Brand Management Courses Testimonials:

Sheila James

“I think the course in Brand Management has helped me a lot. I am an MBA and worked in sales for two years. I was trying to get a foothold in marketing. This online course by EduCBA came to my notice and I joined it. It was just what the doctor ordered. It gave me an in-depth idea of branding and the effect it has on long-term customer retention. The course is well researched and comprehensive. Since it is online I could pursue it as per my convenience. I was guided by the detailed courseware and the competent faculty. Thank you, EduCBA.”

Ken Burton

“I had apprehensions about joining an online course as I was not sure it would meet my expectations. But this course in Brand Management allayed my fears. I am in the consumer durables business, and was under the impression that branding was important only for FMCG products. But the EduCBA course educated me in the importance of brand management for enduring sales and long-term business in all fields. The faculty helped me with my doubts and queries, and handheld me through the course.”

Meryl D’Souza

“Good course, great training! The Brand Management Courses is really well explained by faculty who addressed all my questions. Thanks, EduCBA!”

Career Benefits of this Brand Management Courses:

Long-term Career Prospects for Students and Young Professionals:

The Brand Management training will equip you to handle challenges related to creating and sustaining brands. You will be able to apply for a variety of openings ranging from Brand Executive to Brand Consultant. Corporate houses are on the lookout for expertise in branding. You will be able to fit their needs.

Business Advantage:

If you have your own business or entrepreneurship, you will learn how to brand your products/services better and gain competitive advantage. You will be able to position and reposition your product better as per the guidelines detailed in the training.

Better Branding for Professional Services:

Architects, Lawyers, Medical Practitioners, Educators, Exporters, Finance and Tax Professionals, Technical Service Providers, would gain valuable insights from the course on how to market and brand their services, and how to position their brands in the market.