People Innovation Excellence

GLOBAL BRAND MANAGEMENT (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Analyze Identifying and Establishing Brand Positioning and Values; Design Planning and Implementing Brand Marketing Programs; Interpret Measuring and Interpreting Brand Performance; Evaluate the growing and sustaining Brand Equity

Topics:

  1. Brands and Brand Management;
  2. Customer-Based Brand Equity And Brand Positioning;
  3. Brand Resonance And Brand Value Chain;
  4. Choosing Brand Elements And Designing Marketing Program to Build Brand Equity;
  5. Integrating Marketing Communications to Build Brand Equity;
  6. Leveraging Secondary Brand Associations to Build Brand Equity;
  7. Developing a Brand Equity Measurement and Management System;
  8. Measuring Sources of Brand Equity: Capturing Customer Mind-Set;
  9. Closing Perspectives;
  10. Measuring Outcomes of Brand Equity: Capturing Market Performance;
  11. Designing and Implementing Branding Strategies;
  12. Introducing and Naming New Products and Brand Extensions;
  13. Managing Brands over Time And Over Geographic Boundaries and Market Segments

Published at : Updated

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