Strategic Brand Management & Communications Programme

Module 1: Introduction to Brand and Brand Building

• Elements of Successful Brands (Branding and its Importance)
• Brand attributes and the Selection Process (Creating Brand Experiences)
• Brand Building Process (Brand Building Strategies)
• Benefits and Challenges of Brand Building

Module 2: Brand Image and Brand Personality

• Elements of Brand Image (Importance and Benefits of Brand Image)
• Factors Affecting Brand Image (Strategies to Building strong brand image)
• Impact of Brand Image on Consumer Perception (Measuring Brand Image and Awareness)
• 5 Key Dimensions of Brand Personality Network
• Difference between Brand Image and Brand Personality
• Relationship between Brand Image and Purchase behaviour

Module 3: Brand Identity and Brand Positioning

• Importance of Building Unique Brand Identity (Importance of Brand Identity Prism)
• Brand Wheel Framework (Creating Unique Brand Identity)
• Establishing Brand Identity (Purpose of Visual Identity)
• Brand Positioning

Module 4: Brand Loyalty, Brand Equity and Brand Value

• Factors Contributing to Brand Loyalty (Building Brand Loyalty)
• Factors Contributing to Brand Equity (Building Brand Equity)
• Difference between Brand Loyalty, Brand Equity, and Brand Value
• Impact of Brand Loyalty on Brand Equity and Brand Value

Module 5: Portfolio Management

• Brand Architecture and Brand Portfolio (Advantages of Creating a Brand Portfolio)
• Brand Portfolio vs Brand Architecture (Key Focus Areas of Brand Portfolio)
• Strategies for Brand Portfolio Management (Outcomes of a Faulty Portfolio Strategy)

Module 6: Brand Extension sample t-Test

• Need and Purpose of Brand Extension (Types of Brand Extension)
• Strategies for Brand Extension (Ansoff’s Brand Extension Grid)
• Consumer’s Evaluation of Extensions
• Advantages and Disadvantages of Brand Extension

Module 7: Brand Licensing

• Need for Brand Licensing (Types of Brand Licensing Agreements)
• Role of Brand Licensing in Growth Strategy (Benefits of Licensing a Brand)
• Effective Brand Licensing Strategies

Module 8: Brand Metrics

• Brand Metrics and Associated Metrics (Importance of Brand Metrics)
• Measuring Brand Awareness (Measuring Brand Consideration)
• Tracking KPIs using Effective Brand Metrics
• Contribution of Brand Awareness, Brand Consideration and Brand Association to Brand Metrics

Module 9: Brand Repositioning, Revitalisation, and Rebranding

• Brand Positioning Process and Statement (Brand Resonance)
• Importance of Perceptual Mapping (Benefits of Brand Essence)
• Brand Repositioning (Brand Revitalisation)
• Differentiation Point of Parity and Point of Difference
• Difference between Brand Repositioning and Rebranding

Module 10: Branding – Corporate and Digital

• Corporate Branding and its Benefits (Building a Powerful Corporate Brand)
• Types of Digital Media (Elements of Digital Brand Strategy)
• Digital Branding: Components and Importance (Importance of Digital Marketing)

Module 11: Brand Content

• Branded Content vs Other Brand-related Content (Branded Content and its Advantages)
• Storytelling for Content Creation & Presentation (Importance of Brand Collaboration)
• Content Creation and Presentation Strategies (Characteristics of Branded Content)

Module 12: Co-branding

• Different Forms of Successful Co-branding (Co-branding and its Importance)
• Strategic Steps for Successful Co-branding (Co-branding vs Brand Licensing)
• Advantages and Disadvantages of Co-branding

Module 13: Digital Branding

• The Digital Consumer: How the digital avenue is different
• Content marketing on digital platforms (Earned media channels and strategy)
• Digital marketing: SEO/SEM/Email/Display (Data Analytics and digital strategy)

Module 14: Luxury Branding

• Elements of Successful Brands (Branding and its Importance)
• Brand attributes and the Selection Process (Creating Brand Experiences)
• Brand Building Process (Brand Building Strategies)
• Benefits and Challenges of Brand Building

Module 15: Future Trends in Branding

• Contemporary and Future Branding Trends (Current Trends Shaping Brand Marketing)
• Customer Experience: Role in Brand Marketing (Need for Responsible Consumerism)
• Role of Content Visualisation in Brand Marketing

Module 16: Integrated Marketing Communication (IMC)

• What is Integrated Communication Strategy? (IMC in the Digital Era)
• Traditional Marketing vs Digital Marketing (Key Components of IMC)
• IMC Planning Process
• Importance of integrating a creative approach to key Marketing Communication functions

Module 17: Brand Building & Communication

• Creating the Brand Wheel (What is Brand Communication?)
• Branding Communications vs Brand Marketing (Purpose of Brand Communications)
• Aligning Brand Strategy with the Organisation’s Vision
• Traditional and Digital Channels for Brand Communication
• Role of an Organisation’s Vision and Mission in Brand Building and Communication

Module 18: Fundamentals of Public Relations – I

• Introduction to Public Relations (Principles/Objectives of Public Relations)
• Factors contributing to the evolution of PR (Evolution and growth of PR)

Module 19: Fundamentals of Public Relations – II

• Types of Public Relations (Functions of PR in an Organisation)
• ORM – A continuous process (Differences between PR and ORM)
• Activities conducted during ORM campaigns (How PR and ORM work in tandem)
• Mechanisms to measure online reputation
• PR in the Age of Social and Digital Media – Online Reputation Management (ORM)

Module 20: Stakeholder Management

• What is Stakeholder Management? (Different types of stakeholders)
• Role of stakeholder management (Parameters for rating a stakeholder)
• Stakeholder management strategies and tools (Stakeholder Mapping)

Module 21: Crisis Communication

• What is Crisis Communication? (Role/Purpose of crisis communication)
• Benoit’s 5 major strategies (Creating a crisis communication plan)
• Types of crisis
• Role of strategic communication in crisis management
• Effective crisis communication during different stages

Module 22: Events Communication

• What is an Event? (Goals of different types of Events)
• Event communications (Event communication metrics)

Module 23: Understanding the Role and Structure of PR Agencies

• Steps to select a PR agency for your business (Functions of a PR agency)
• Effective tools in an agency management system (Long-lasting client relationships)
• Difference between account management and client servicing

Module 24: Advertising with an Agency

• When should you hire an agency? (Measuring success with an agency)
• Exploring the Indian market and the big names (Ending relationships with an Agency)
• Agency Revenue Process (Agency Media Interface)
• Which agency is the right choice (Client Related Issues and Process)
• Client-Agency Relationship, the Pitching Mechanism (Roles in an Ad agency)

Module 25: Media Planning and Scheduling

• What is a strategic media plan? (Importance of media planning)
• Key elements of the media planning process (Strategies used in media scheduling)
• Difference between media planning and media buying

Module 26: Media Planning II

• Overview of Indian Media scenario (Defining goals and KPIs)
• Designing a digital first media strategy (Defining Media mix)
• Collaborating with creative agencies (Pricing and price sensitivity and elasticity)
• Defining strategy for data gathering measurement and analysis
• Managing campaigns (Skills required for a media planner)

1. Brand Management project

The participant has to identify three brands that they have seen in recent times which they feel may need to adopt a centrality theme in the Indian market to garner better sales by coordinating marketing and sales efforts to deliver business performance.

2. PR Project

This is a crisis communication case. The participant has to study the case and answer questions like:

• What led to the series of events?
• Was it avoidable, how could it have been avoided?
• How was Wells Fargo’s reaction to the events?
• During this crisis, how were the communication interventions of Wells Fargo?

3. Assessment

• Your Favourite Indian Brand
• Brand Licensing Strategy for a Premium Brand
• Brand Collaboration for Cyclops
• Significance of Event Metrics
• Brand Creation
• Selection of a PR Agency
• Media Scheduling Strategies
• Digital Media Choices
• Mahindra Thar Co-branding Presentation
• Milcaa’s Brand Extension
• Alphabet’s Brand Architecture and Portfolio
• Capstone Project – Strategic Communication