UNDERSTANDING BRANDS

Course Objective
This course is designed for an understanding of brands and branding. About learning how to create and sustain strong brands. The course covers topics such as brand strategy, positioning, equity, personality, identity, insight. The course is interactive, with case studies and discussions. Upon successful completion, participants should be equipped with: 1. Knowledge on effective brand building 2. Analyse cases of leading brands and apply the course content as a practical reality 3. Evaluate actual branding strategies The Methodology Conversations: discuss the subject with students, excerpts from works of brand gurus like Waly Olins, Seth Godin, Martin Lindstorm Case studies of successful (and not-so-successful) brands Videos of advertising - skewed towards Indian advertising and brands Quiz to test brand management concepts and terminology Group projects to assess the knowledge

The Course Content Session 1. Jan 30. 4 pm 7 pm Brands: The Rational/Emotional Quotient Session 2: Jan 30 Insights: Scratch the Surface Session 3: Jan 30 Branding Challenges and Opportunities Session 4-5 : Jan 31st 9 am 7 pm Brand Positioning: The Mindspace 1 hour 1 hr How brands lead to a competitive advantage The role of rational/emotions in creating brands How emotions connect consumers to brand benefits 1 hour

Differentiation and Disruption Session 6: Jan 31 Brand experience: What creates them Brand Design: Identity, Imagery, Aesthetics Session 7-8: Jan 31 Brand Personality The future of branding and new thinking Session 9 : Jan 31 Role of advertising in brand building Communication Strategy and brands

2 hrs 2 hrs

2 hr

2.5 hrs

Feb 1: 9 am to 7 pm and Feb 2- 9 am to 11 am will be repeat sessions.