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Mastering Brand Management: Foundations To Global Strategies
Published 11/2024
MP4 | Video: h264, 1920x1080 | Audio: AAC, 44.1 KHz
Language: English | Size: 1.64 GB | Duration: 8h 43m
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.
