What exactly is a brand?

Go beyond logos, colours and taglines and understand what a brand really represents in the mind of a consumer.

You will learn:

• What makes something a brand?

• Product vs Brand

• Brand Meaning

• Brand Value

• Functional & Emotional Benefits

• Brand Associations

• The role of consumer perception

Great brands don't begin with what they want to sell.

They begin with understanding whom they are selling to.

Learn how to identify:

• Consumer needs

• Consumer motivations

• Pain points

• Insights

• Behaviour

• Purchase triggers

• Emotional drivers

One of the most important skills in Brand Management.

Learn how to answer:

Who should we target?

Why should they choose us?

What should we stand for in their mind?

You will learn how to develop a powerful positioning strategy using real-world examples.

Learn why some brands become the obvious choice while others remain interchangeable.

You will learn:

• Points of Difference

• Points of Parity

• Competitive positioning

• Positioning statements

• Value propositions

• Category creation

• Differentiation

Your brand needs to look, sound and behave like the brand it wants to become.

Understand the different elements of brand identity:

• Brand Name

• Logo

• Colours

• Typography

• Visual Identity

• Brand Personality

• Brand Voice

• Brand Archetypes

If your brand were a person, who would it be?

Would it be:

The Hero?

The Rebel?

The Caregiver?

The Explorer?

The Lover?

Learn how personality and archetypes can give a brand a distinctive human character.

Why are people willing to pay ₹200 for one coffee when another coffee costs ₹50?

Why do consumers choose one brand even when cheaper alternatives exist?

The answer lies partly in Brand Equity.

Understand how brands create:

• Awareness

• Associations

• Perceived Quality

• Loyalty

• Preference

• Stronger customer relationships

A great strategy is useless if the brand cannot communicate it effectively.

Learn how brands translate strategy into communication through:

• Big Ideas

• Campaigns

• Storytelling

• Advertising

• Content

• Social Media

• Brand Voice

• Integrated Marketing Communication

What happens when a successful brand wants to enter a new category?

Should it launch a new brand?

Extend the existing brand?

Create a sub-brand?

Learn the strategic thinking behind:

• Brand Extensions

• Line Extensions

• Sub-Brands

• House of Brands

• Branded House

• Portfolio Strategy

Brands don't operate in textbooks.

They operate in competitive markets where consumer preferences change, competitors attack and trends come and go.

Learn how brand managers think about:

• Competition

• Repositioning

• Brand Revitalisation

• Changing Consumer Behaviour

• Digital Brands

• Brand Consistency

• Long-Term Brand Building

Put your learning into practice. Work on a real-world brand challenge and apply the concepts of consumer insight, segmentation, positioning, identity, communication and strategy to develop a complete brand solution.

A practical one-page framework to build and analyse a brand. Use the Brand Management Canvas to bring together the key elements of a brand—from target consumer and insight to positioning, personality, identity, communication and growth strategy—in one clear strategic view.