Brand Management

Branding is a creative task for marketing managers. They need high professional skills in designing brands and making them ambassadors to organisations in gaining sustainable business over long period of time. Brand equity is the consumer's value, which provides long term association. 

This module is aimed to enable the students to create and sustain brand equity of goods or services by bringing synergistic effectsin managing various elements of marketing mix. The coverage of the module include but not limited to: 

•  21st century marketing trends and scenarios.
• Brand equity -concept and approaches
• Analysis of marketing mix and brand equity relationship
• Product features and Brand equity
• Product mix decisions and brand equity
• Price mix decisions and brand equity
• Smart distribution systems and brand equity
• Brand equity through advertising and publicity efficiency.
• Role of sales promotion and personal selling in creating brand equity
• Emerging trends in brand equity management.