Programme Content
Module 1: 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.
