Strategic Brand Management

Brand position strategy, programs to build brand equity, brand equity measurement, etc

What you'll learn
Learn about brand positioning
Learn about customer based brand equity
Brand elements to build brand equity
Marketing programs to build brand equity
Learn integrated marketing communication to build brand equity
Learn about brand association to build brand equity
Measuring outcomes of brand equity
Developing brand equity measurement
Measuring outcomes of brand equity
Requirements
No requirement
Description
Branding or bran is considered important not only for companies but they carry equal importance for customers or consumers. From the consumers point of view, brands becomes important for various reasons let us explore some of them. Brands for a customer will indicate commitment towards quality from sellers there by reducing time spent in coming to purchase decision. Brand for companies will indicate a sort of benchmark in quality as well as customer expectation, a point of differentiation from competitors and a steady stream of profit.Brand equity is a good barometer to understand past action  and future course of action for marketers, who are active in formulating strategies for a given brand. If in present, customers has developed favorable attitude towards the brand it is clear indication that past investment have found there mark. The present also leads the way how marketers should plan future course, as to achieved desired results. But one aspect is absolutely clear that brand knowledge is a key factor in establishing brand equity.Customer based brand equity results in creation of strong brand and this is achieved when brand awareness and image are at high level. But how to create a strong brand  based brand equity.

Overview

Section 1: Introduction

Lecture 1 Introduction

Lecture 2 Introduction to strategic brand management

Lecture 3 Brand positioning strategy

Lecture 4 Customer based brand equity

Section 2: Brand Elements To Build Brand Equity

Lecture 5 Great recall power

Lecture 6 Application of brand element

Lecture 7 Brand name

Lecture 8 Brand slogan

Section 3: Marketing Programs To Build Brand Equity

Lecture 9 Marketing programs or strategies

Lecture 10 Traditional marketing activities

Lecture 11 Product remains first frontiers for consumer to create opinion for brand

Lecture 12 Pricing is crucial for brand image

Section 4: Integrated Marketing Communication To Build Brand Equity

Lecture 13 Marketing communications

Lecture 14 Present state of brand awareness and brand image

Section 5: Brand Association To Build Brand Equity

Lecture 15 Leverage secondary brand

Lecture 16 Country of origin

Lecture 17 Co - branding

Lecture 18 Usage of logos

Section 6: Developing Brand Equity Measurement And Management Systems

Lecture 19 Indirect and direct measurement

Lecture 20 Marketing investment design

Lecture 21 Tracking system

Section 7: Measuring Sources Of Brand Equity

Lecture 22 Questionnaires format

Lecture 23 Quantitative techniques

Section 8: Measuring Outcomes Of Brand Equity

Lecture 24 Brand based comparative methods

Lecture 25 Marketing based methods

Lecture 26 Conjoint / holistic methods

Section 9: Important Strategic Branding Issues

Lecture 27 Marketing brand overtime

Lecture 28 Brands over geographical boundaries

Lecture 29 Building strong brand equity

everybody, non profit organizations, managers, consultants, Brand managers,students, donors, directors etc