Introduction- Basic understanding of brands – concepts and process – significance of a brand –brand mark and trade mark – different types of brands – family brand, individual brand, private brand – selecting a brand name – functions of a brand – branding decisions – influencing factors.

Brand Associations: Brand vision – brand ambassadors – brand as a personality, as trading asset, Brand extension – brand positioning – brand image building

Brand Impact: Branding impact on buyers–competitors, Brand loyalty – loyalty programmes – brand equity – role of brand manager – Relationship with manufacturing – marketing finance- purchase and R & D – brand audit

Brand Rejuvenation: Brand rejuvenation and re-launch, brand development through acquisition takes over and merger – Monitoring brand performance over the product life cycle. Co-branding.

Brand Strategies: Designing and implementing branding strategies – Case studies ACTIVITIES: a) Students can differentiate the different types of brands available in the market b) Make the students to build an image on a particular product c) Group discussion regarding the role of brand manager d) Make the students to Monitor the brand performance over the product e) Make the students to design the brand strategies f) Make the students to implement the brand strategies g) Highlight the importance of co-branding