Strategic Brand Management and Communications
Online
28 Weeks
1,05,000 INR Quick Facts
| Medium Of Instructions | Mode Of Learning | Mode Of Delivery |
|---|---|---|
| English | Self Study, Virtual Classroom | Video and Text Based |
Courses and Certificate Fees
| Certificate Availability | Certificate Providing Authority |
|---|---|
| yes | MICA, Ahmedabad |
The fees for the Strategic Brand Management and Communications course is :
| Fees components | Amount |
| Course fees | Rs. 1,05,000 |
Student loan details
Below EMI plans are available for the Programme Fee: INR 99,000 + GST
Maximum Loan Amount | Tenure (months) | EMI |
|---|---|---|
INR 1,16,820 | 12 | INR 10,660 |
INR 1,16,820 | 36 | INR 4,170 |
The Syllabus
- Elements of Successful Brands
- Branding and its Importance
- Brand attributes and the Selection Process
- Creating Brand Experiences
- Brand Building Process
- Brand Building Strategies
- Benefits and Challenges of Brand Building
- Elements of Brand Image
- Importance and Benefits of Brand Image
- Factors Affecting Brand Image
- Strategies to Building strong brand image
- Impact of Brand Image on Consumer Perception
- Measuring Brand Image and Awareness
- Relationship between Brand Image and Purchase behavior
- 5 Key Dimensions of Brand Personality Network
- Difference between Brand Image and Brand Personality
- Importance of Building Unique Brand Identity
- Importance of Brand Identity Prism
- Brand Wheel Framework
- Creating Unique Brand Identity
- Establishing Brand Identity
- Purpose of Visual Identity
- Brand Positioning
- Difference between Brand Loyalty, Brand Equity, and Brand Value
- Factors Contributing to Brand Loyalty
- Building Brand Loyalty
- Factors Contributing to Brand Equity
- Building Brand Equity
- Impact of Brand Loyalty on Brand Equity and Brand Value
- Brand Architecture and Brand Portfolio
- Advantages of Creating a Brand Portfolio
- Brand Portfolio vs Brand Architecture
- Key Focus Areas of Brand Portfolio
- Strategies for Brand Portfolio Management
- Outcomes of a Faulty Portfolio Strategy
- Need and Purpose of Brand Extension
- Types of Brand Extension
- Strategies for Brand Extension
- Ansoff's Brand Extension Grid
- Advantages and Disadvantages of Brand Extension
- Consumer's Evaluation of Extensions
- Need for Brand Licensing
- Role of Brand Licensing in Growth Strategy
- Types of Brand Licensing Agreements
- Benefits of Licensing a Brand
- Effective Brand Licensing Strategies
- Brand Metrics and Associated Metrics
- Importance of Brand Metrics
- Contribution of Brand Awareness, Brand Consideration and Brand Association to Brand Metrics
- Measuring Brand Awareness
- Measuring Brand Consideration
- Tracking KPIs using Effective Brand Metrics
- Differentiation Point of Parity and Point of Difference
- Brand Resonance
- Brand Positioning Process and Statement
- Importance of Perceptual Mapping
- Benefits of Brand Essence
- Brand Repositioning
- Brand Revitalisation
- Difference between Brand Repositioning and Rebranding
- Corporate Branding and its Benefits
- Building a Powerful Corporate Brand
- Types of Digital Media
- Digital Branding: Components and Importance
- Elements of Digital Brand Strategy
- Importance of Digital Marketing
- Branded Content and its Advantages
- Branded Content vs Other Brand-related Content
- Characteristics of Branded Content
- Storytelling for Content Creation and Presentation
- Importance of Brand Collaboration
- Content Creation and Presentation Strategies
- Co-branding and its Importance
- Different Forms of Successful Co-branding
- Strategic Steps for Successful Co-branding
- Co-branding vs Brand Licensing
- Advantages and Disadvantages of Co-branding
- The Digital Consumer: How the digital avenue is different
- Content marketing on digital platforms
- Earned media channels and strategy
- Digital marketing: SEO/SEM/Email/Display
- Data Analytics and digital strategy
- Global Branding
- Luxury Brand Management
- The Luxury Models through History - From Chanel to Dior - The Pyramid Model, Yves Saint Laurent -
- Pret-A-Porter, Gucci & Leather Goods - Success in Asia, Giorgio Armani - The Galaxy Model, LVMH
- Online luxury branding
- Contemporary and Future Branding Trends
- Current Trends Shaping Brand Marketing
- Customer Experience: Role in Brand Marketing
- Role of Content Visualisation in Brand Marketing
- Need for Responsible Consumerism
- What is Integrated Communication Strategy?
- IMC in the Digital Era
- Traditional Marketing vs Digital Marketing
- Key Components of IMC
- IMC Planning Process
- Importance of integrating a creative approach to key Marketing Communication functions
- Role of an Organisation’s Vision and Mission in Brand Building and Communication
- Creating the Brand Wheel
- Aligning Brand Strategy with the Organisation’s Vision
- Traditional and Digital Channels for Brand Communication
- What is Brand Communication?
- Purpose of Brand Communications
- Branding Communications vs Brand Marketing
- Introduction to Public Relations
- Principles/Objectives of Public Relations
- Evolution and growth of PR
- Factors contributing to the evolution of PR
- Types of Public Relations
- Functions of PR in an Organisation
- PR in the Age of Social and Digital Media –
- Online Reputation Management (ORM)
- ORM – A continuous process
- Differences between PR and ORM
- How PR and ORM work in tandem
- Activities conducted during ORM campaigns
- Mechanisms to measure online reputation
- What is Stakeholder Management?
- Different types of stakeholders
- Role of stakeholder management
- Stakeholder Mapping
- Stakeholder management strategies and tools
- Parameters for rating a stakeholder
- What is Crisis Communication?
- Role/Purpose of crisis communication
- Types of crisis
- Role of strategic communication in crisis management
- Effective crisis communication during different stages
- Benoit’s 5 major strategies
- Creating a crisis communication plan
- What is an Event?
- Goals of different types of Events
- Event communications
- Event communication metrics
- Functions of a PR agency
- Difference between account management and client servicing
- Steps to select a PR agency for your business
- Long-lasting client relationships
- Effective tools in an agency management system
- When should you hire an agency?
- Which agency is the right choice: Ad agencies, Full Service, brand or creative shops, PR firms,
- digital/inbound agencies
- Exploring the Indian market and the big names
- Client Related Issues and Process: Stages in the Client Agency Relationship, Factors affecting
- Client-Agency Relationship, the Pitching Mechanism
- Roles in an Ad agency: Copywriting, Photography, graphic Design, Creative direction, copy editing,
- digital media specialist, account coordinator etc
- Agency Media Interface
- Agency Revenue Process
- Measuring success with an agency
- Ending relationships with an Agency
- What is a strategic media plan?
- Importance of media planning
- Key elements of the media planning process
- Difference between media planning and media buying
- Strategies used in media scheduling
- Overview of Indian Media scenario
- Defining goals and KPIs
- Designing a digital first media strategy
- Defining Media mix
- Collaborating with creative agencies
- Pricing and price sensitivity and elasticity
- Defining strategy for data gathering, measurement and analysis
- Managing campaigns
- Skills required for a media planner
Instructors
Articles
28 Dec'23, 04:54 AM
29 Sep'21, 11:11 AM
30 Mar'21, 07:51 AM
28 Dec'23, 04:54 AM
29 Sep'21, 11:11 AM
30 Mar'21, 07:51 AM