*1. Course Objective* 

To empower professionals with advanced skills in strategic brand development, positioning, and stewardship, enabling them to build, manage, and innovate global brands in competitive markets. 

*2. Target Audience* 

- Marketing managers, product managers, and mid-to-senior professionals in branding or communications. 

- Entrepreneurs and startup founders building brand-centric businesses. 

- Professionals transitioning into brand leadership roles. 

*3. Course Structure* 

*10 Modules* (1-2 Weeks Each): 

1. *Introduction to Brand Management* 

   - Brand equity, brand architecture, and the role of branding in business strategy. 

2. *Strategic Brand Positioning* 

   - Market segmentation, target audience analysis, USP development, and perceptual mapping. 

3. *Brand Identity & Storytelling* 

   - Crafting brand narratives, visual identity (logo, typography, design), and tone of voice. 

4. *Consumer Behaviour & Insights* 

   - Psychological drivers, cultural influences, and data-driven decision-making. 

5. *Digital Branding & Social Media* 

   - Omnichannel strategies, influencer marketing, content creation, and SEO/SEM for brand visibility. 

6. *Brand Measurement & Analytics* 

   - KPIs, brand tracking tools (NPS, sentiment analysis), and ROI evaluation. 

7. *Global Brand Management* 

   - Cross-cultural branding, localization vs. standardization, and managing global brand portfolios. 

8. *Crisis Management & Brand Reputation* 

   - Mitigating PR crises, ethical branding, and rebuilding trust post-crisis. 

9. *Innovation & Brand Evolution* 

   - Rebranding strategies, leveraging trends (AI, VR), and sustaining relevance in dynamic markets. 

10. *Capstone Project* 

    - Develop a comprehensive brand strategy for a real or hypothetical product/service. 

*4. Assessment Methods* 

- *Participation (10%):* Engagement in workshops and case discussions. 

- *Case Studies (20%):* Analysis of iconic brand successes/failures (e.g., Coca-Cola, Nike). 

- *Midterm Exam (20%):* Testing theoretical frameworks (brand equity models, positioning strategies). 

- *Brand Audit Project (20%):* Evaluate an existing brand and propose improvements. 

- *Final Presentation (10%):* Pitch capstone project to a panel. 

- *Capstone (20%):* Full brand strategy document with implementation roadmap. 

Pass Requirement: Minimum 70% overall. 

*5. Resources* 

- *Textbooks:* 

  - Strategic Brand Management by Kevin Lane Keller 

  - Building Strong Brands by David Aaker 

- *Tools:* Google Analytics, SEMrush, Canva/Adobe Suite, Brandwatch. 

- *Case Studies:* Apple, Airbnb, Dove, Tesla. 

- *Journals:* Journal of Brand Management, Harvard Business Review. 

*6. Instructors* 

- Industry veterans with 10+ years in brand leadership (ex-CMOs, agency directors). 

- Academics specializing in marketing psychology and consumer behaviour. 

- *Guest Lecturers: * Brand strategists from top agencies (e.g., Ogilvy, WPP).