Brand Management

By Preeti Krishnan Lyndem | Indian Institute Of Management Bangalore

Learners enrolled: 8102

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

Summary

Course Status :	Completed
Course Type :	Core
Duration :	6 weeks
Category :	Management Studies
Credit Points :	2
Level :	Postgraduate
Start Date :	31 Jan 2020
End Date :	30 Apr 2020
Enrollment Ends :	08 Mar 2020
Exam Date :	10 May 2020 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

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

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

Type of exam: Computer based exam

You will have to appear at the allotted exam centre and produce your Hall ticket and Government Photo Identification Card (Example: Driving License, Passport, PAN card, Voter ID, Aadhaar-ID with your Name, date of birth, photograph and signature) for verification and take the exam in person. You can find the final allotted exam centre details in the hall ticket.

The questions will be on the computer and the answers will have to be entered on the computer; type of questions may include multiple choice questions, fill in the blanks etc.

FINAL CERTIFICATE:

Weightage: 25% weigtage for weekly assignment + 75% weigtage for final exam.

Passing Marks: You will be Eligible for Certificate Only if you score minimum 40% Weekly Assessment and min 40% in Final Exam. If you score less than 40% in either weekly assessments (avg) or in final exam, you will not receive the certificate.

The final score will determine if you will/will not receive a certificate.

1. Final score < 40%: NO certificate.

2. Final score between 40% -49.99%: Grade D.

3. Final score between 50% -59.99%: Grade C.

4. Final score between 60% -84.99%: Grade B

5. Final score of 85% and above: Grade A