Certified in Brand Management

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About Course

BRAND MANAGEMENT.

Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity. Brand management is a dynamic and a continuous process that needs consistent investment of time and money.

Course aim

To equip students to critically apply knowledge of contemporary brand management practices and to make evidence-based decisions for evolving brand-related tasks in diverse contexts.

Course content

This course examines marketing concepts through the lens of a Brand Manager: brands in consumer minds; how brands compete; target marketing; segmentation & brand differentiation; mental availability of the brand through consumer memory structures; how to identify and use your brand assets and key brand performance metrics. This course also introduces new concepts necessary for a successful management of brands: introduction to brand management; understanding brand equity; new brands including brand extensions, re-branding, branding internationally; and the physical availability of the brand through market distribution channels.

 

 

 

 

 

 

 

 

 

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Course Content

Module 1

  • Marketing Strategy
  • Brand Management

Module 2

Module 3

Exam

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