Gain the skills to build, manage, and elevate brands, from understanding consumer behavior to mastering online branding

What you'll learn
Students will gain a comprehensive understanding of brand management, from foundational concepts to advanced brand equity measurement.
They'll explore how to create, position, and manage brands effectively within various industries and digital landscapes.
The course covers essential topics, such as brand building and challenges, brand equity, consumer buying behavior, marketing communications
Through case studies, practical exercises, and real-world examples, students will also learn to develop and execute strategic branding initiatives
Learn positioning brands for long-term success, and leveraging digital platforms for e-branding.
By the end of the course, students will be able to apply brand management principles confidently to drive brand value and customer loyalty.

Requirements
There are no strict prerequisites for this course, making it accessible to beginners as well as professionals interested in deepening their brand management knowledge. However, a basic understanding of marketing principles or prior experience in business, marketing, or advertising can be beneficial for grasping the more advanced concepts. Familiarity with consumer behavior, advertising basics, or digital marketing tools would also be advantageous, though not required, as foundational concepts will be covered. A curiosity for branding and a desire to understand what makes brands successful will help students get the most out of this course.

Description
This course provides a comprehensive guide to the essentials of brand management, exploring everything from the basics of brand identity and equity to advanced positioning strategies and digital branding. It's ideal for marketers, brand managers, and business professionals aiming to create lasting brand value. Through case studies, interactive lessons, and practical examples, students will learn how to foster customer loyalty, measure brand equity, and position a brand for maximum impact in an increasingly competitive market.Section 1: IntroductionStudents receive an overview of the course objectives, establishing a foundational understanding of brand management and its importance in the business world.Section 2: Brand Management: An IntroductionThis section covers the basics of branding and brand building, discussing innovation in branding, brand pitfalls, and the challenges of building customer loyalty. Key concepts like the customer loyalty pyramid give insight into what it takes to build a successful brand in today's market.Section 3: Creating a BrandFocused on the essentials of brand creation, this section introduces brand elements, the strategic fit of brand identity and image, and the different types of brands. Students learn how to craft a brand identity that resonates with audiences.Section 4: Organizational Culture for Successful Brand ManagementThis section examines how organizational culture influences brand success. Real-world cultural examples, internal branding, and frameworks like the Brand Identity Prism demonstrate how cohesive internal values support brand consistency and value.Section 5: Brand Equity: Like Money in the BankBrand equity is explored in-depth, starting with an introduction to the concept and the Brand Equity Pyramid. This section details how to build and leverage brand equity to maximize brand value.Section 6: Measuring Brand Equity Report CardStudents learn quantitative and qualitative methods for measuring brand equity, with examples and case studies for hands-on practice. This section covers tools to track brand performance and improvement over time.Section 7: Consumer Behavior and Brand Buying DecisionsThis section explores consumer psychology and buying behavior, examining factors that influence brand preferences and purchase decisions. Topics include segmentation types and the determinants of consumer behavior, essential for targeting marketing efforts effectively.Section 8: Brand PositioningPositioning a brand is critical to its success. Students learn about positioning strategies, including positioning by price, product class, and other methods that set brands apart in a competitive landscape.Section 9: Branding and Marketing ProgramThis section covers the marketing mix, focusing on the product mix, pricing, and distribution channels. Understanding these fundamentals is crucial to developing an effective brand strategy that aligns with broader business goals.Section 10: Branding and Marketing CommunicationStudents explore the integrated marketing communication process and the promotional tools used to enhance brand equity. Through examples, they see how well-crafted communication strategies support brand recognition and growth.Section 11: E-Branding: Building Brands OnlineDigital branding is essential in today's market. This section dives into e-branding, its advantages, and practical examples, equipping students with the tools to build brands in an online, borderless environment.Section 12: Case Study: Aditya Birla Group - Branding in a Borderless WorldThis case study offers a deep dive into the branding strategy of the Aditya Birla Group. Students analyze its corporate logo significance, expansion strategy, and communication model, applying course concepts to a real-world scenario.Section 13: Branding QuizAn interactive quiz reinforces learning by challenging students to recognize brand logos, famous taglines, and brand ambassadors, enhancing their brand literacy and association skills.Section 14: ConclusionA final review of the course's key concepts and insights, preparing students to implement brand management strategies in their professional pursuits.This course provides students with the comprehensive knowledge needed to navigate the complexities of brand management. From foundational concepts to advanced strategies in brand positioning and digital branding, students emerge with a robust understanding of how to create, sustain, and grow powerful brands in the global market. Whether pursuing a career in brand management or enhancing a business, students will gain the confidence to apply these skills across various industries.

Overview
Section 1: Introduction

Lecture 1 Introduction

Section 2: Brand Management An Introduction

Lecture 2 The Innovation Graph followed by companies

Lecture 3 Introduction to Brands

Lecture 4 Products and Brands

Lecture 5 Products and Brands Continues

Lecture 6 Brand Building and Brand Pitfalls

Lecture 7 Brand Building and Brand Pitfalls Continues

Lecture 8 Brand Challenges and Customer loyalty Pyramid

Section 3: Creating a Brand

Lecture 9 Brand Elements

Lecture 10 Strategic Fit of Brand identity and Brand Image

Lecture 11 Different types of brands

Section 4: Organizational Culture for Successful Brand Management

Lecture 12 Brand Value delivery model

Lecture 13 Cultural examples in the real world

Lecture 14 Internal Branding

Lecture 15 Brand identity Prism

Section 5: Brand Equity Like Money in the Bank

Lecture 16 Brand Equity

Lecture 17 Brand Equity Pyramid

Lecture 18 Building Brand Equity elements and examples

Lecture 19 Further understanding of Brand Equity

Section 6: Measuring Brand Equity Report Card

Lecture 20 Methods of measuring brand equity

Lecture 21 Qualitative methods of Brand Equity

Lecture 22 Qualitative methods of Brand Equity Continues

Lecture 23 Quantitative methods of Brand Equity

Lecture 24 Quantitative methods of Brand Equity Continues with Examples and Case Studies

Section 7: Consumer Behavior and Brand Buying Decisions

Lecture 25 Consumer Buying Behaviour of Brands

Lecture 26 Individual and Environmental determinants affecting human behaviour

Lecture 27 Scope of Consumer Buying Behaviour

Lecture 28 Consumer buying decisions

Lecture 29 Segmentation types

Section 8: Brand Positioning

Lecture 30 Understanding Brand Positioning

Lecture 31 Positioning Strategies

Lecture 32 Positioning by price product class

Lecture 33 More on Positioning Strategies

Section 9: Branding and Marketing Program

Lecture 34 Introduction to the marketing mix

Lecture 35 Understanding Product mix

Lecture 36 Understanding Product mix and Product Assortment

Lecture 37 Process of Setting the Price

Lecture 38 Concept of Pricing in detail

Lecture 39 Types of Pricing

Lecture 40 Overview of Distribution channel type

Lecture 41 Channel intensity

Section 10: Branding and Marketing Communication

Lecture 42 Marketing Communication

Lecture 43 Marketing communication and brand equity

Lecture 44 Marketing Communication process

Lecture 45 Promotional tools with examples

Lecture 46 Further light on Promotional tools with examples

Lecture 47 Integrated Marketing Communication Process

Lecture 48 Marketing communication and promotion

Section 11: EBranding Building Brand online

Lecture 49 EBranding and its meaning

Lecture 50 Advantages of EBranding

Lecture 51 Advantages of EBranding Continues

Lecture 52 Clarification on EBranding

Lecture 53 Examples on EBranding

Lecture 54 Summary of Online Branding

Section 12: Case Study on Aditya Birla Group Brands in a borderless world

Lecture 55 Significance of corporate logo

Lecture 56 Aditya Birla group

Lecture 57 Aditya Birla group Expansion Strategy

Lecture 58 Communication model at Aditya Birla group

Section 13: Branding Quiz

Lecture 59 Identify the Brand logos

Lecture 60 Famous Taglines

Lecture 61 The world of branding

Lecture 62 Brand Associations

Lecture 63 Brand Ambassadors

Section 14: Conclusion

Lecture 64 Conclusion

This course is designed for aspiring brand managers, marketing professionals, business students, and entrepreneurs who want to build, manage, and grow successful brands. It's also well-suited for professionals working in advertising, communications, or public relations who seek a deeper understanding of branding principles and strategies. Additionally, anyone interested in consumer behavior, digital branding, and brand equity—whether in a corporate setting or for personal projects—will find value in this course. Those looking to transition into brand management or expand their skill set in marketing will also benefit from the practical and theoretical insights provided.

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