Brand management course

A brand is the voice of any organization. The stronger it is, the greater the reach and impact in the minds of the consumers. They manifest the spirit of a firm, create goodwill and shape the future of business. Hence, brands being one of the most valuable assets, building and managing them becomes of critical importance for the long term prosperity of an organization. Consumers live the brand and hence it is imperative for a firm to have a clear strategic view of their brand positioning and managing in the minds of consumers. A clear brand strategy combined with consumer insight leads to strong brands; which outlive the vagaries of changing market dynamics and turbulent economic environment.  

 

A company’s brands and customers are amongst its most valuable assets. Further, brand names associated with products are a major source of competitive advantage—often the basis for sustainable advantage. These advantages translate into enhanced cash flows, greater customer loyalty (and hence lower risk and vulnerability of profits) and faster adoption of brand extensions (and therefore accelerated cash flows). In short, brand names are an important ingredient in managing businesses for growth and provide the platform for corporate renewal.  

 

This course offers participants the opportunity to study brand management from a broad perspective. It is designed to offer theoretical and practical insights, to provide an overview of the theoretical perspectives in brand management, conceptualization of brand performance and metrics, and, to identify the key brand management practices from the global perspective. This course covers aspects of product, service and B2B-brands and the impact of technology on them. The broad content will be central in developing an understanding and strategies for the 21st century global brand management challenges.

 

 

 

 

 

 

 

 

Brand management course