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


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