Welcome to the world of strategic brand management, where you'll explore the art and science of creating, maintaining, and enhancing powerful brands. This course offers a comprehensive guide to mastering the principles of brand management, transforming it into more than just a valuable skill. Gain essential knowledge and tools to build strong brands, differentiate in competitive markets, and drive business success. This course is designed for a wide range of individuals, including business professionals, brand managers, marketing enthusiasts, students, or simply curious learners eager to delve into the dynamics of branding. This course will provide you with strategic brand management tools to gain a competitive edge. It will enable leveraging advanced techniques and practical frameworks applicable to real-world branding scenarios. Upon completing this course, you will: 1. Understand and appreciation of the role of brands in in creating business and shareholder value. 2. Develop understanding of frameworks and concepts that can help in brand planning and execution. 3. Enhance the ability to plan and execute impactful brand strategies. 4. Think critically about the strategies and tactics involved in building, managing, leveraging, and sustaining strong brands. The course covers essential topics such as defining brand identity, the role of branding across different sectors, and the importance of brand design elements. You will also learn about brand differentiation, positioning, and how to sustain a brand's position in the market. Furthermore, the course delves into brand portfolio and architecture, providing a comprehensive understanding of brand extensions and their potential impact. Join us to unlock the full potential of strategic brand management and drive your success in the competitive business world.
Introduction to the Module
Skills You'll Learn
Brand and Branding, Brand Equity Measures, Tools to Define Positioning, Sensory Branding, Brand Portfolio and Brand Roles, Brand Design Elements, Refreshing Brand Equity, Brand Identity, Brand Extensions, Integrated Brand Experience, Strategic Focus, Positioning, Sustaining Brand Value, Brand Communication and Storytelling, Brand Architecture & Relationships, Brand Valuation, Role of Branding Across Business and Sectors, Brand Metrics, Managing and Executing Brand Positioning
From the lesson
Brands: Monitoring, Control and Metrics
This module would cover the concepts of brand audit, measuring brand equity to maintain a healthy P&L. We will also try to understand the various methods of brand valuation which is key ingredient in driving business growth and stakeholder value.
Taught By
Dr. Ashita Aggarwal
Dr. Ashita Aggarwal, PhD in Management, MBA(Marketing), Masters in Marketing, Economics Hons., Pursuing DBA from ISB
Janakiraman Moorthy
Ruppal W Sharma