Developing and Managing Brands

Course details

This programme is most suitable for senior-level executives of companies who are custodians of brands, operating in a variety of industries and geographical markets. Those functionaries who have major responsibilities in managing products, product groups and brands will find the programme useful. Typical designations will include CEO, Marketing Director, Vice President (Marketing), General Manager (Marketing), Marketing Manager, Category or Group Product Manager, Product Manager and Brand Manager with substantial years of experience.

Objectives

The business environment has changed dramatically in the recent past. Competition has become global and more intense. Recognizing brands as vital strategic assets, progressive companies are realigning their strategies by focusing on developing strong brands to connect with customers in a variety of cultures and contexts. Formidable brands create competitive barriers and help in acquiring and retaining customers. Therefore, to succeed in a complex and highly competitive market place, marketers need to know how brands are built and managed. It's time to focus on brands. It is time to rethink and reinvent branding.

Decision issues concerning developing and managing brands go well beyond launching clever advertisements or introducing interesting sales promotion campaigns. Since good brands transcend products, brands need long-term vision. Given this premise, the programmes aims at the following:

• To discern concepts and approaches for developing and managing brands and their equities
• To develop the perspectives and frameworks needed to manage brands as strategic assets to leverage brand equity for enhancing business performance.

Content

• Meaning of Brands
• Building Brands and Differentiation Strategy
• Brand Rejuvenation
• Brand Positioning
• Brand Architecture and Managing Brand Portfolio
• Leveraging Brands
• Building Global Brands
• Brand Valuation