Brand Management

Diploma in Product Management

Course Name: Diploma in Product Management
Course Code: AM09
Course Duration: 3 months
Course Fee: Rs 2500/-

Course Contents

Marketing Basics
Product Understanding
Brand Management
Brand strategy
Advertising and Media

Brand management defines the strategic direction and internal disciplines required to create value for an organisation, its shareholders, customers and other key stakeholders. Over two interactive days you’ll gain a ’real world’ understanding of how to achieve brand leadership, articulate brand essence, create a brand wheel, evaluate various brand architecture and portfolio options, and learn what it takes to be a challenger brand - for both intangible and tangible brand offerings.

Explore, learn, and understand the complexities in the development, sustainability, and leverage of a brand. In this comprehensive course, participants learn how brand identity must be nurtured and managed to positively affect a company’s performance and future, as well as understand the power and importance of a brand from its creation through execution. Designed to explore the mechanisms that companies use to create and manage brands, this course presents students with an overview of brand development; brand research; and brand management structures for sales, marketing, advertising, and promotional purposes. In addition, students explore how companies develop financial wealth by extending existing brands and controlling and/or influencing brand pricing and distribution. Additional topics include an overview of brand history, understanding the differences between brand equity and brand identity, and consideration of how brands are won and lost. Students are exposed to marketing executives who have had direct experiences with major consumer and commercial brands.

A company’s brand is often its most undervalued and misunderstood asset. This course is designed to take you beyond the logo and the expensive marketing campaigns, to discover the branding theories and practices that should be known to every business and can be adapted to different firms’ budgets and priorities. The goal of the course is to demystify branding, presenting both the theory and practical steps that can be used to develop your brand’s potential.

Who should attend?
This course will be of interest to managers, professionals or entrepreneurs who are responsible for their marketing programme or the overall management of their organisation. This course investigates the brand concept across a variety of business disciplines and uses both case studies and group activities to create a practical learning context.

Learning outcomes
By the end of this course, you will:
- understand the nature of brands and identify opportunities where your brand could contribute to business outcomes
- be able to create or recreate a brand identity; to turn products into brands
- be able to consider the trade-offs in making brand line decisions
- have strategies to utilise brand techniques and technologies regardless of the business size and budget
- be more effective collaborators with designers to create brand collateral and communications
- understand how to measure and record the value of brands.

Content
- Understanding brand equity
- Creating a strong brand strategy
- Brand architecture - how to manage more than one brand
- Building brands without a large budget or mass media
- Design elements of a brand and brand communication
- Financial aspects of brands

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