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BRANDING & BRAND MANAGEMENT


ACHIEVABLES

Brand management begins with having an in-depth understanding of the term “brand”. It includes developing a commitment, making that commitment and keeping it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is an art of creating and sustaining the brand.

This 3-day workshop will give participants a clear overview of brand management. They will understand that a strong brand differentiates their products from the competitors. It gives a quality image to the organisation.

OUTLINE

Brand management includes managing the tangible and intangible characteristics of brand. In case of product brands, the tangibles include the product itself, price, packaging, etc. While in case of service brands, the tangibles include the customers’ experience. The intangibles include emotional connections with the product and service.

Definition of Brand

Brand Name

Brand Attributes

Brand Positioning

Brand Identity

Sources of Brand Identity

Brand Identity vs Brand Image

Brand Personality

Brand Awareness

Brand Loyalty

Brand Association

Building a Brand

Brand Equity

Brand Equity & Customer Equity

Brand Extension

Co-branding

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