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.
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.
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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 |