We are in an eco-system of deficit and surplus. There is deficit of trust, time, attention and resources. There is surplus of products, goods, services and information.

How do brands stand out and create that all important emotional connect with consumers? What does it take for a brand to ensure customer loyalty in an over commoditized world? In an era where new age brands are getting valuations several times over the far more established, old world brands, what is a robust brandstrategy? How do you tackle customer infidelity? Managing brands is becoming more and more challenging in today’s context.

The course provides the right balance between theory & practice and enables the students to acquire in-depth understanding of managing brands across categories, with an Indian and Global perspective. It is designed for students who wish to build careers in Marketing/MARCOM functions that involve working with and navigating brands.

The course is divided into 4 modules. Each module will illustrate the concepts, principles & frameworks, through examples, case-lets, case studies and assignments.

Course Objectives:

On successful completion of the course a student should be able to:

1. Describe, illustrate and integrate  the fundamental concepts, frameworks, ingredients and associations of a brand
2. Explain, construct and apply models of Brand Visioning and Architecture
3. Interpret, deliberate and develop a robust and effective Brand Strategy 
4. Analyze, measure and assess brand health and performance