Brand Management Fundamentals
Master essential branding concepts and strategies to build strong brands through understanding key terminology and frameworks in brand management.
Master essential branding concepts and strategies to build strong brands through understanding key terminology and frameworks in brand management.
This foundational course introduces core concepts of brand management, focusing on building and maintaining strong brands. Students learn key terminology and frameworks including brand identity, personality, positioning, communication, image, and equity. The curriculum explores theoretical principles and practical applications of brand management, with examples from various markets, particularly India. Through comprehensive study of branding fundamentals, participants develop skills to create and manage successful brand strategies.
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What you'll learn
Master fundamental brand management concepts and terminology
Develop effective brand positioning strategies
Understand brand identity and personality development
Implement successful brand communication techniques
Measure and manage brand equity
Analyze market examples and case studies
Skills you'll gain
This course includes:
PreRecorded video
Graded assignments, exams
Access on Mobile, Tablet, Desktop
Limited Access access
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Module Description
This comprehensive brand management course covers fundamental concepts and strategies for building strong brands. The curriculum explores essential elements of brand management including brand identity development, positioning strategies, communication techniques, and equity measurement. Students learn theoretical frameworks and practical applications through real-world examples from various markets, with a special focus on Indian case studies. The course emphasizes understanding key terminology and principles of successful brand building.
Fee Structure
Instructor
4 Courses
Distinguished Marketing Scholar and Brand Management Expert at IIM Bangalore
Dr. Preeti Krishnan Lyndem is a Visiting Faculty in the Marketing area at IIM Bangalore, bringing extensive expertise in brand management and consumer behavior research. With a Ph.D. from the University of Manitoba, Canada, and a PGDM from IIM Lucknow, she has established herself as a prominent researcher in the field. Her research portfolio spans diverse areas including brand management, consumer behavior, service failure contexts, discrete emotions, and cross-cultural dynamics. Lyndem's current research projects address contemporary marketing challenges such as brand extensions, consumer alienation, counterfeit brands, cult brands, and the role of emotions in consumer decision-making. Her work has been published in prestigious journals including the European Journal of Marketing and has earned recognition through awards such as the Best Paper in Retailing & Distribution Track at ANZMAC 2016
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Frequently asked questions
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