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Strategic Brand Management
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Branding is pervasive in the company. Every employee, function, partner and activity in a company work to make a stronger brand. It is reflected in every touch point between a consumer and the company. This in turn reflects in the revenue and profits for the company. Strategic brand management caters to needs of companies to take a brand and make it more powerful in order to make a business more profitable. Brand is its uniqueness that is developed over the period of time. With consistent delivery of promise to its customers, brand becomes identical with products. For example, coffee – Starbucks and online retail – Flipkart, Snapdeal etc. Therefore, strategic brand management deals with creation of a brand till the successful running and maintenance of the brand for the benefit of the organisation as well as customers.


Module  1: Brand Equity

Brand: Introduction, Meaning, The Role of Brands, Advantages of Strong Brand, Meaning and Definition of Branding. Brand Equity Benefits, Managing and Protecting Brand Equity, Brand assets, Brand Strength and Brand Value: Goodwill: The Convergence of Finance and Marketing, Brand Create a Value for Customer, Brand and Business Building Brands Form Product to Values and Vice Versa, Leading Brands the Best Products or the Best Value.

Module 2: From Private Labels to Store Brands

Evolution of the distributor’s brand: Introduction, Consumer Relationship with Distributor’s Brand, why have distributors’ brands, The Financial Equation of the Distributors Brands, The Three Stages of Distributor’s Brand, Factors in the Success of Distributors Brand, Competing Against Distributors Brand.

Module 3: The New Rules of Brand Management

The New Brand Realities, Brand or Business Model Power, Building the Brand in Reverse, Beginning with the Strong 360° Experience, Scope of Brand Management.

Module 4: Sustaining a Brand Long Term

Brand Life Cycle: Introduction of Brand Life Cycle, Stages of Brand Life Cycle, Nurturing a Perceived Difference Investing in Communication, Branding is an Art at Retail, Creating Entry Barriers, Defending Against Brand Counterfeiting, Brand Equity Versus Customer Equity, Sustaining Proximity with Influencers

Module 5: Managing Global Brands

Brand Globalisation: Importance of Brand Globalisation, Patterns of Brand Globalisation, Why Globalisation, Benefits of Global Image, Conditions Favouring Global Brands, Steps to Globalize Your Brand, Barriers to Globalisation, Coping with Local Diversity, Achieving the Delicate Local-Global Balance

Learning Outcomes

  • Outline the concept of brand and branding
  • Analyse how brands create a value for customers
  • Summarise the financial equation of a distributor’s brand
  • Analyse brands and business building brands
  • Outline the power of a business model
  • Explain the steps to build brands in reverse
  • Summarise the different stages of brand life cycle
  • Recall the importance of communication with customers

Who Should Attend?

  • Management Students
  • Graduates with Management background

Job Prospects

  • Brand Head
  • Marketing Head
  • Digital Marketing Specialist
  • Retail Brand Manager
  • Area sales
  • Group Manager


After completing this course and successfully passing the certification examination, the student will be awarded the “Strategic Brand Management ” certification.

If a learner chooses not to take up the examination, they will still get a 'Participation Certificate'

Faculty Profiles
Frequently Asked Questions