Introduction-Definition of brand, brand name, Brand mark, trade mark, meaning of branding Objectives of branding Significance of branding Roles of brand Features of good brand Advantages of branding Disadvantages of branding Reason for branding Types of brands Kinds of brand name Functions of brand name Branding decisions – influencing factors

Brand associations Brand vision – meaning and components Advantages of visioning process Brand ambassador – definition and role of brand ambassador Brand personality – Definition and dimensions Brand as a trading asset Brand extension – definition- types Reason for brand extension Advantages and disadvantages of brand extension Brand positioning – definition-Qualities and examples Brand positioning errors and important 3C’s of brand positioning Brand image – definition-Components-Brand image building

Brand impact on buyers and competitors Brand loyalty – Definition, Creating and maintaining brand loyalty, Benefits Factors affecting brand loyalty, Loyalty program, Loyalty program options Steps to launch loyalty program, Loyalty program elements Brand equity – Definition, Brand equity models, Measuring brand equity. Benefits of brand equity, Managing brand equity Guidelines for building brand equity Guidelines for measuring brand equity Role of brand manager Brand manager relationship with marketing and finance department Relationship with R&D and purchase department Brand audit-Definition, Importance and Steps in brand audit

Brand rejuvenation-Definition, Process of brand rejuvenation Factors influencing brand rejuvenation Brand re-launch-Definition, Reasons for re-launch Aspects of re-launch, Reasons not to re-launch Brand development through merger – Definition, Benefits Types of merger Acquisition – Definition, Synergies related to acquisition Takeover – Definition, Reason for takeover Monitoring brand performance through product life cycle Co-branding – Definition, Types of co-branding Benefits of co-branding Types of co-branding Revision

Brand strategies – Definition, Aspects of branding strategies Breath of brand strategy Role of brand architecture Depth of brand strategy Designing a brand portfolio Brand hierarchy levels Brand architecture guidelines Case Studies Case Studies Case Studies Case Studies Revision Revision