Brand Management & Insights
The task of brand development itself is a very difficult task to perform because the trust of people cannot be gathered easily. Even if the user is able to set a brand, maintaining the same is a tough job to do because each and every day, several new brands emerge in the market and in this congested scenario, survival matters the most. Brand management deals with several key factors such as strategic thinking, identifying the insights of the customer and much more. Understanding the product value provides clarity to the meaning of the brand. While managing a brand, certain factors cannot be overlooked which are brand equity, financial analysis, quantitative analysis, management of the customers, strategic thinking and identification of the customer insights as well. This course will emphasize on all of these and will ensure in a parallel manner that the student is provoked into a zone of creativity while performing his or her job.
The Course will be taught by a Professor who has taught this course for more than 25 years in 5 IIMs, XLRI and XIM-B.
The course introduces the student to the different facets of Brand Management.
The overview will cover the different metrics to measure brand performance and how research on consumer insights shapes brand strategy