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Swayam Central

Brand Management

By Preeti Krishnan Lyndem   |   Indian Institute Of Management Bangalore
This course takes you through key terminology such as brand identity, brand personality, brand positioning, brand communication, brand image, and brand equity. Important theoretical underpinnings, principles, and frameworks of brand management are presented along with examples from different markets, particularly India.

What you will learn:
  • Basics of brand management
  • Key brand-related terminology
  • Important frameworks and principles of branding

Learners enrolled: 8865

SUMMARY

Course Status : Ongoing
Course Type : Core
Duration : 6 weeks
Start Date : 15 Jul 2019
End Date : 31 Oct 2019
Exam Date : 09 Nov 2019
Category :
  • Management Studies
  • Level : Postgraduate

    COURSE LAYOUT

    Week 1 : Strategic Brand Management process, Brand Architecture

    • Module Overview
    • Product vs. Brand 
    • Strategic Brand Management
    • Brand Architecture
    • Designing Brand Architecture

    Week 2 : Brand Identity ,Brand Personality

    • Module Overview
    • Brand Identity
    • Who Defines the Brand Identity
    • Brand Personality 
    • David Aaker's Model
    • Kapferer's Model

    Week 3 : Brand Positioning and De positioning

    • Module Overview
    • Brand Positioning
    • Brand Positioning Basics- Part 1
    • Brand Positioning Basics- Part 2
    • Brand Positioning Statement- Guidelines
    • Brand Re-positioning
    • Brand Positioning vs. Product Positioning  

    Week 4 : Brand Communication , Brand Knowledge : Awareness & Image

    • Module Overview
    • Importance of Communication
    • Brand Awareness
    • Brand Image

    Week 5 : CBBE ( Consumer Based Brand Equity)

    • Module Overview
    • What is Brand Equity
    • The CBBE Pyramid
    • Five Tenets of Brand Building
    • Brand Management Framework

    BOOKS AND REFERENCES

    INSTRUCTOR BIO

    Course Faculty:

    Preeti Krishnan Lyndem

    Visiting Faculty, Marketing
    Indian Institute of Management Bangalore



    Professor Lyndem’s research areas are in Brand Management, Consumer Behavior, Service Failure Contexts, Discrete Emotions, and Cross-Cultural Dynamics. Her current projects include Brand Extensions, Consumer Alienation by Brands, Managing the Menace of Counterfeit Brands, Social Impact of Cult Brands, Role of Hope vs. Happiness in Consumer Non-Decision, and Service Failure Contexts. Her previous research has been published in the European Journal of Marketing, Equality, Diversity, and Inclusion: An International Journal, Association for Consumer Research Proceedings, Administrative Sciences Association of Canada Proceedings, Business Review, Marketing Mastermind, Markathon, and Voice & Data. Her awards include: Sheth Doctoral Consortium Fellow, American Marketing Association, 2007 'Honorable Mention' Award, Administrative Science Association of Canada Conference, 2006 Chosen to represent the University of Manitoba at the prestigious American Marketing Association-Sheth Foundation Doctoral Consortium, 2007.

    COURSE CERTIFICATE

    25% internal assessment and 75% Final Exam

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