Vskills Certified Brand Manager Vskills

Course details

Why should one take this certification?
This Course is intended for professionals and graduates wanting to excel in their chosen areas. It is also well suited for those who are already working and would like to take certification for further career progression.

Who will benefit from taking this certification?
Job seekers looking to find employment in marketing, advertising, brand management or social media departments of various companies, students generally wanting to improve their skill set and make their CV stronger and existing employees looking for a better role can prove their employers the value of their skills through this certification.

Table of Contents

Branding Terms
  • Introduction
  • Glossary of Terms
Branding Basics
  • Introduction
  • The Meaning of Brands
  • What is Branding?
  • Characteristics of Brands
  • Central Organizing Thought
  • Slogan
  • Brand Awareness is not Everything
  • Establishing a Brand
  • Points of Parity
  • Brand Equity
  • Brand Management
  • Clarity
Nature of Relationship
  • Time-Frame
  • Consumers Involvement
  • High- Involvement Situations
  • Low –Involvement Situations
  • Too Many Walls
  • Discontinuity In Habits
  • Cultural Factors
  • The Concept of Perception
  • Principles of Proximity
  • Brand - Customer Relationship
Building Successful Brands
  • Steps in Building A Strong Brand
  • Own a Word or Phrase
Brand Building
  • Brand Symbol
  • Brand Character
  • Brand Logo
  • Logo Change
  • Counter Fakes
Brand Names and Brand Extensions
  • Why to Create a New Brand Name
  • Types of Brand Name
  • Image Associations
  • Product Associations
  • Name Change
  • Brand Extension
  • Image-Related Extensions
  • Unrelated Extensions
  • Nurturing Sub-Brands
Co-Branding and Corporate Branding
  • Finding the Right Partner
  • A Fruitful Relationship
  • Tips for a Lasting Relationship
  • Creating a Powerful Corporate Brand
  • A Qualitative Process
  • Corporate Ethics, Corporate Culture and Corporate Image
  • Managing the Corporate Image
Brand Associations and Brand Image
  • Types of Brand Associations
  • Five Ways of Help
  • Forms of Brand Associations
  • Measuring Brand Association
  • Qualitative Research Techniques
  • Quantitative Research Techniques
  • Brand Image
Brand Loyalty
  • Brand Loyalty
  • Retention
  • The Need for a Paradigm Shift
  • Increasing Media Clutter
  • Dealing with Brand Variety
Brand Relationship
  • The Complex Nature of Brand Linkages
  • Brand Relationship Management
  • Learning Relationships
  • Customer Insight-Driven Relationship
  • Brand Relationship Management’s Journey
Brand Equity
  • Understanding Brand Equity
  • Branding and Brand Equity
  • How Do You Measure Brand Equity?
  • Branding Promotions
Brand Management Process
  • Why Brand is Everything
  • The Brand’s Creed
  • Three Steps Toward Successful Branding
  • Does Marketing of Brand Help?
Brand Evolution
  • Branding Decision
  • Historical Evolution of Brands
  • An Eight-Category Typology
Value of Brands
  • Value of Brand to Manufacturer
  • Brand-Customer Relationship
  • Brand Identity
  • A Brand That Works
Brand Planning and Brand Potential
  • The Importance of Brand Planning
  • The Issues Influencing Brand Potential
  • The Marketing Environment
  • Cadbury – Case Study
Brands and Consumer Buying Process
  • Extended Problem Solving
  • Dissonance Reduction
  • Advice for the Marketer
  • Consumer Benefits and Evaluative
Consumer Search for Brand Information
  • Consumers Search for Brand Information
  • Reasons for Limited Search for External Information
  • Brand Information - Quality or Quantity
  • Clues to Evaluate Brands
  • Brand Names an Informational Chunks
Issues Associated with Effective Brand Names
  • Naming Brands - Individual or Company Name?
  • A Strategic Approach to Naming Brands
  • Screen and Select the Brand Name
  • Issues Associated with Effective Brand Names
  • The Brand as A Risk Reducer
  • Qualities of Powerful Names
Added Values Beyond Functionalism
  • Brands and Symbolism
  • Symbolic Branding
  • Functional Product
  • Self-Concept and Branding
  • Building Ladders on the Internet
  • Using Existing Ladders
  • Creating New Ladders
Brand Personality
  • Values and Characteristics of Brand Personality
  • Creating Brand Personality
  • Brand and Brand Users Galore!
  • Watch Out, We are World Class Customers Now
  • Will The Indian Brands Survive?
  • Brand Personality - The Relationship Basis Model
  • What If The Brand Spoke to You?
  • Relationship Segmentation
Branding to Make Tangible the Intangible
  • Consistent Service Brands Through Staff
  • Service Brands with The Optimum Consumer Participation
Response of Weak and Strong Manufacturers
  • Convenience Versus Non-convenience Outlets
  • Which Stage to Target?
  • Strategy for Durables
  • The Role of The Brand
  • Positioning of a Brand
  • The Risks of Poor Positioning
Brand Positioning Strategies
  • Why is Defining the Positioning So Important?
  • What Did Maggi Do?
Consumer Segmentation
  • Target Audience
  • Market Segmentation
  • Quantitative and Qualitative Methodologies
  • Brand Contact and Target Audience
Brand Architecture and Brand Portfolio
  • Brand Portfolio
  • Portfolio Roles
  • Product Market Context Roles
  • Brand Portfolio Structure
  • Brand Hierarchy Trees
  • Brand Range
  • The ‘Coca-Cola’ Brand and Sponsorship
Perceptual Mapping
  • Perceptual Mapping
  • Market Description and Segmentation
  • Perceptual Mapping Techniques
  • Attribute Methods
Brand Attributes and Benefits
  • Strategy Decisions
  • Brand Benefits and Attributes
  • What’s the Benefit of Branding Anyway?
  • Benefits of a Successful Brand
  • Benefits of Building a Brand
  • A Product May Die but The Brand will Sustain
  • A Brand is a Living Memory
  • Attributes and USP
  • What can Research Do to Help?
Advertising and Branding
  • Creating a Brand Through Advertising
  • Advertising Must Position the Brand
  • Brand Positioning through Advertisements
  • How Advertising Works
  • Product Positioning as a Marketing Strategy
  • Bang for the Buck?
Successful Repositioning
  • Successful Brand Repositioning
  • Securing the Customer’s “Permission”
  • Increasing Relevance to Consumer
  • Making The Brand Serious
  • Making The Brand Contemporary
Differential Advantage and Positioning
  • Differentiation - How to Compete
  • The Differential Advantage and Branding
  • What is “Branding?”
  • When Branding Becomes the Sstrategic Advantage
  • Strategy or Tactic? Project or Process?
  • Developing A Sustainable Competitive Advantage
  • Developing a Portfolio of Products / Markets
  • The Differential Advantage and Branding
  • Role of Agencies in Branding
Brand as Strategic Devices
  • Brand Leadership-the New Imperative
  • Focus on Brand Equity as the Conceptual Model
  • Complex Brand Architecture
  • Strategic Relevance of Branding
  • The Strategic Plan
  • Brand Strategy
Brand Evaluation and Planning
  • Maintaining the Brand’s Core Value
  • Bridging the Brand’s Values
  • Defining Brand Dimensions
  • Revitalizing Brands
  • Brand Evaluation
  • Commercial Models of Brand Equity Growth
  • The Criteria to Assess the Strength of a Brand
  • The Causal Nature of Brand Equity
  • Brand Strength
  • The Financial Value of Brands
  • Methods of Measuring the Financial Value of a Brand
Protecting Brands
  • Basics
  • Intellectual Property Law in India
  • Patents
  • Trademarks
  • Copyrights
  • Protecting Brands Through Trademark Registration
  • The Challenges to Brands
  • Licensing Your Brand
  • The Challenges to Brands
  • Brand Advertising on the Internet
  • The Growth of Corporate Branding
Legal Perspectives in Branding
  • Naming Tips
  • Legal Tips
  • The Trademark Act 1999
  • Essential Features of a Trademark
  • Protection of Trademark
  • Registration of Trademark
  • Infringement of a Trademark
  • Geographical Indication
  • The Designs Act, 2000
Online Branding
  • The Unsung Hero of Internet Marketing
  • Online Branding Tactics
  • Packaged Online Branding Solutions
Business to Business Branding
  • Business Branding
  • Focus Areas
  • Brand Architecture
  • Integrated Brand Communication
  • The Bottom Line
Social Media Branding
  • Social Media Marketing
  • Social Media Websites
  • Benefits
  • Social Media Branding
Updated on 01 February, 2019

About Vskills

Vskills is the largest certification body of India. It conducts skills testing and certification exam to improve employability. Candidates use Vskills Certifications, which are well recognized in the Industry, as certification of skills and knowledge.
Companies have benefitted by hiring pre-certified candidates from Vskills and also use the certifications for their in house employee appraisals. The certification body is affiliated to various organizations and is managed professionally by IIM Alumni.

Tests are conducted in a secure and unbiased manner, and certificates are awarded based on merit of the candidates who qualify tests.

Vskills certifications are for relevant qualifications that help students/employees quantify and prove those skills that are valued by the employer and are in great demand.

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