Description
Course Name: Certificate in Brand Management
Course Id: CBM/Q1001.
Education Qualification: 12th Pass.
Duration: 90 Hrs.
How You will Get Diploma Certificate:
Step 1- Select your Course for Certification.
Step 2- Click on Enroll Now.
Step 3- Proceed to Enroll Now.
Step 4- Fill Your Billing Details and Proceed to Pay.
Step 5- You Will be Redirected to Payment Gateway, Pay Course and Exam Fee by Following Options.
Card(Debit/Credit), Wallet, Paytm, Net banking, UPI and Google pay.
Step 6- After Payment You will receive Study Material on your email id.
Step 7- After Completion of Course Study give Online Examination.
Step 8- After Online Examination you will get Diploma Certificate soft copy(Scan Copy) and Hard Copy(Original With Seal and Sign).
Step 9- After Certification you will receive Prospect Job Opportunities as per your Interest Area.
Online Examination Detail:
Duration- 60 minutes.
No. of Questions- 30. (Multiple Choice Questions).
Maximum Marks- 100, Passing Marks- 40%.
There is no negative marking in this module.
Benefits of Certification:
- Government Authorized Assessment Agency Certification.
- Certificate Valid for Lifetime.
- Lifetime Verification of Certificate.
- Free Job Assistance as per your Interest Area.
Syllabus
Certificate in Brand Management
Introduction to Brand Management
Planning and Implementing Brand Marketing Programs
Measuring and Interpreting Brand Performance
Growing and Sustaining Brand Equity
Identifying and Establishing Brand Positioning
Development in Brand Management
Introduction to Brand Management
Meaning of Brand, Branding, Brand Management, Importance of Branding to Consumers, Firms, Brands v/s Products, Scope of Branding, Branding Challenges and Opportunities, Strategic Brand Management Process, Customer Based Brand Equity model (CBBE), Sources of Brand Equity, Steps of Brand Building including Brand Building Blocks, Brand Positioning: Meaning, Importance, Basis.
Planning and Implementing Brand Marketing Programs
Brand Elements: Meaning, Criteria for choosing Brand Elements, Types of Brand Elements, Integrating Marketing Programs and Activities, Personalizing Marketing: Experiential Marketing, One to One Marketing, Permission Marketing, Product Strategy: Perceived Quality and Relationship Marketing, Pricing Strategy: Setting Prices to Build Brand Equity, Channel Strategy: Direct, Indirect Channels, Promotion Strategy: Developing Integrated Marketing Communication Programs, Leveraging Secondary Brand Associations to Build Brand Equity: Companies, Countries, Channel of Distribution.
Measuring and Interpreting Brand Performance
Measuring Sources of Brand Equity: Qualitative Research Techniques: Projective Techniques: Completion, Comparison, Brand Personality and Values: The Big Five, Free Association, Quantitative Research Techniques: Brand Awareness: Recognition, Recall, Brand Image, Brand Responses, Comparative Methods: Brand based Comparative Approaches, Marketing Based Comparative Approaches, Conjoint Analysis, Holistic Methods: Residual Approaches, Valuation Approaches: Historical Perspectives and Interbrand’s Brand Valuation Methodology.
Growing and Sustaining Brand Equity
Growing and Sustaining Brand Equity: Designing and Implementing Brand Strategies: The Young and Rubicam (Y&R) Power Grid, Brand Architecture, Brand Stature/ Brand Strength, Managing Brand Portfolios, Brand Hierarchy Decisions; Brand Extensions; Managing Brands Over Time: Life Stages of a Brand, Brand Extensions, Brand Reinforcement Strategies; Managing Brands over Geography Global Branding, Global Brand Strategy.
Identifying and Establishing Brand Positioning
Customer Based Brand Equity: Brand Knowledge, Sources of Brand Equity, The Four Steps of Brand Building; Brand Positioning: Identifying and implementing brand positioning, Points of Parity, Points of Difference, Brand Audits, brand Concepts in real life setting by articulating the Context of and the Rationale for Application.
Development in Brand Management
Describe the process and methods of developing brand elements, Explain the reasons and process of developing brand associations Identify effective marketing and marketing communications strategies, including the use of social/digital platforms Design marketing and marketing communications programs that build brand equity, Introducing a new brand, and designing marketing/marketing communications programs that effectively communicate the desirable brand identity to target markets.
