Building and Managing Brands

Indian Institute of Management Ahmedabad

Indian Institute of Management Ahmedabad

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Who should attend

To train brand managers in the understanding of how to build a brand and equipping them with the required skills to measure and manage brand equity.

About the course

A few decades back, brands belonged to manufacturers. They could decide on the what, how and how to of brands. The consumers played a role, but that was minimal. In the present era, the balance has shifted to the consumers, thanks to 3 Cs. The 3Cs are Competition (between brands); Co-creation (between brands and consumers) and Collaboration (between consumers). The shift of this balance has been further catalysed by the rapid rise of social media where multilevel interactions between brands and consumer can take place (and spread) almost instantaneously.

Thus, to create and sustain a brand in such times is a challenge for marketers. The marketers need to have a deep understating of the principles of branding, but also a comprehensive understanding of consumer behaviour and the role of technology in the midst of both. This understanding would help marketers launching new brand and marketers managing existing brands alike. Herein lies the value of the program that would equip the participants with the necessary skills to develop and maintain brand with string and favourable brand equity

To train brand managers in the understanding of how to build a brand and equipping them with the required skills to measure and manage brand equity.

Content

Module1: Building the brand and brand identity. This module would prepare the participants with the need of building strong brands, how do consumer behaviour and consumer culture shape the way in which brands are formed, and the debate between segmenting the market and then creating a brand or creating a segment with a brand offering.

Module 2: Managing the 4ps of Branding. This module would equip the participant with the optimal use of the 4Ps, i.e. product, price, place and promotion to build strong and sustainable brands. This would also illuminate the participants about the changing trends in the 4Ps brought about by changing marketplaces and technology.

Module 3: Measuring the Brand equity from the Micro and Macro Perspectives. This module would allow the participants to understand the macro (market an industry) and the micro (consumer) level sources of brand equity and how the same could be measured to enable better branding decisions.

Module 4: Sustaining and growing the Brand Equity No brand wants to exist for a short period. Thus, the last module would focus on the strategic aspects of brand management that allow the brand to grow and sustain in a competitive marketplace. This module would also focus on issues related to global branding challenges.

Experts

Subhadip Roy

Prof. Subhadip Roy – Marketing Educational Qualifications Ph. D. , ICFAI University Dehradun, India, 2009 Masters of Business Management (MBM), University of Calcutta, India, 2003 Bachelor of Science (B.Sc.), Eco (Hons), University of Calcutta, India, 2001 Academic Affiliation Associate Profes...

Videos and materials

Building and Managing Brands at Indian Institute of Management Ahmedabad

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

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