Brand Building and Management

Learning Outcome:

1. To understand the awareness and growing importance of Brand Building and

Management.
2. To know how to build, sustain and grow brands.
3. To know the various new way of building brands and to manage it.
Modules:

No of
Units Topic
Hours
UNIT I

Introduction to Brand Building: Meaning, Product v/s Brand.

Process of Branding, Brand building blocks, Guidelines for effective branding,
I 6
Elements in Branding,
Brand Identity: Elements & Traps, Core & Extended Identity Brand Personality:
Importance, Factors, Models, Big 5, User imagery.
UNIT II
Brand leveraging: Line, Brand extension, Types of Brand Extensions, their
advantages and disadvantages, Moving up/ Down, Co- branding.
Brand Strategies: Multi- branding, Mix branding, Hierarchy- Building Equity at
II 6
Different Hierarchy Levels,
Brand Product Matrix, Brand Architecture- Breadth of a Branding Strategy, Depth of
a Branding Strategy.
UNIT III

Personalising Marketing: Experiential Marketing, One to One Marketing, Permission

Marketing.
III 4
Brand Positioning: Meaning, Importance, Objectives , Scope Basis of Brand
Positioning
UNIT IV

Cause Marketing to Build Brand Equity: Meaning of Cause Marketing, Advantages,

Green Marketing
IV 4
Brand Elements: Meaning, Criteria for choosing Brand Elements, Types of Brand
Elements

Modules designed by:

Dr. Rinkesh Chheda
Assistant Professor
SIES College of Commerce and Economics, Sion East, Mumbai – 400022.
+91 7977134782 / +91 9870271188
rinkesh_chheda@yahoo.co.in
Brand Building and Management

Please note:
1. These modules will be flexible and alter considering the participants and time allotted
to complete the same.