Certified Brand Manager Este curso é ministrado em inglês

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

Ultima actualização em  01 February, 2019