Brand Management and Marketing Strategy

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The fundamentals of building strong B2C brands

This course covers the fundamentals of brand management and marketing strategy of consumer goods.

We start with the basics of sales and distribution of consumer goods. This is important to understand the overall industry and hence look at the role of a brand manager with that context.

We cover the key roles in marketing i.e Consumer research, Media planning and Brand Management.

We then look at how to create a brand positioning by writing a brand concept and using a positioning framework.

Once we've established the brand positioning we use the same to create brand communication.
We not only look at the process of creating brand communication but also what gets some brand to create consistently good communication while others struggle to do so.

We then learn how to evaluate a brand communication, internally as well as using consumer research.

We then move on to learn about the different media vehicles and their unique properties. This helps us answer which media vehicle would be better suited to our brand and message.

We wrap up the course with a look at how brand health is measured. Once we're able to identify the strength and weakness of our brand with consumers, we can take the learning and apply the techniques that we've learnt in the previous sessions.

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