Brands are expressions of organisations' strategies. Recognizing brands as vital strategic assets, progressive companies are increasingly focusing on developing strong brands to resonate well with customers in a variety of cultures and contexts. Formidable brands create competitive barriers and help in customer acquisition and retention. Therefore, to succeed in complex and competitive market places, chief executives and senior marketing team need to understand and reflect on how brands are built and managed.
This program focuses on strategic issues relevant for developing and managing brands from a strategic marketing perspective. The aim of the programme are the following:
To sharpen decision making perspectives in managing brands based on a sound understanding of relevant issues and concepts of marketing and branding, and to discern approaches and frameworks important to manage brands as strategic assets in order to utilize brands for enhancing business performance.
• Understanding the branding process
• Psychology of branding
• Brand differentiation and positioning
• Brand rejuvenation
• Leveraging brands and exploring brand’s growth avenues
• Managing brand portfolios and brand architecture
• Monitoring and measuring brands
This programme is most appropriate for senior and top level executives of companies who are custodians of brands, operating in a variety of industries and geographical markets. Those functionaries who have major responsibilities in managing customer groups/markets, products, product groups, brand portfolios and brands will find the programme useful. Typical designations will include CEO, Marketing Director, CMO, Vice President (Marketing), General Manager (Marketing), Marketing Manager, Category or Group Product Manager, Product Manager and Brand Manager with substantial years of experience.