Strategic Brand Management

All necessary reference material required to prepare for this course such as recommended reference books and other study material will be available in your student's area. To complete the program you will be required to pass an online exam for all following topics covered in this course.

Topics Covered in This Course:

In Section 1 of this course you will cover these topics:

Brands and brand management

Customer-based brand equity

In Section 2 of this course you will cover these topics:

Brand positioning

Choosing brand elements to build brand equity

In Section 3 of this exam you will be evaluated on below listed topics:

Designing marketing programs to build brand equity

Integrating marketing communications to build brand equity

In Section 4 of this course you will cover these topics:

Leveraging secondary brand associations to build brand equity

Developing a brand equity measurement and management system

In Section 5 of this course you will cover these topics:

Measuring sources of brand equity: capturing customer mindset

Chapter10 measuring outcomes of brand equity: capturing market performance

Designing and implementing branding strategies

Introducing and naming new products and brand extensions

Managing brands over time

Managing brands over geographic boundaries and market segments

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