1. 1. Introduction to brand Management

• Brand versus product
• Can anything be branded
• Branding challenges and opportunities
• The brand equity concept.

1. 2. Building Brands

• The First Reality
• Two Types of Marketing Practices
• Brand – What is it after all!
• Brand Image / Personality – Abilities
• TOTAL Brand

1. 3. Brand Equity

• When a Brand is Not a Brand
• From 4P’s To 6C’s
• Landor’s Image Power
• Takeovers
• M.V.A –  Market Value Added
• E.V.A –  Economic Value Added
• Brand equity as a bridge
• The Kapferen Model
• Building Brand Equity –  Some Commandments
• CEO’s – Three Dimensions
  • MIZARU
  • MIKAZARU
  • MAZARU
• Ten Marketing Trends – 2010

1. 4. Brand Positioning and values

• Identifying and establishing brand positioning
• Positioning guidelines
• Core brand value
• Brand mantras
• Value scope consumer
• Internal Branding

1. 5. How to be a good advertising client

• Agencies – Great Hospitals

– Great Ads

• Mission – Vision
• Perception More Important than Reality
• Brand Barometer
• Andrew Ehrenberg’s Doctrine
• Russell Colley’s “ 6 M”  Approach
• Levidge and Grey Model
• How Advertising Really works
• 4 Plus – Negative Type of Agencies
• 4 Basic Causes of Disagreement
• 5 Types of Clients
• Mind of Coal: Heart of Pig – Why?
• Why Keep A Dog and Bark Too?
• Communication Brief –

–      Nagma ya Sadma

• Move Hop – Be A kangaroo –
• Some Management Thoughts

1. 6. Peep into possibilities

• Three Revolutionary Changes:

• Cocooning
• Staying Alive
• Cashing out

• The Emerging Metro-sexual Male

• Some More Changes
• Doctor “HORSE” – Therapist of the future
• New Organizations – Some Elements
• Disappearance of the Worry Chart.
  • CONSUMER  Insight value
  • attitudes

• Females
  • A chemical analysis
  • Potential hazards
  • Most important money reducing agent
  • 5 Basic Types of Purchasing Behavior

7. MEASURING BRAND’S HEALTH AT POP

DEM

• an effective tool to evaluate distribution health of a Brand in a Territory, Sector, Unit, Town, Zone
• Highlights relevant parameters
• Helps plan improvements in each parameter.

What is DEM?

• An X-Ray of the distribution health. It pertains to the business through the distributor system and captures:
  • All the relevant parameters and,
  • Facilitates a trend analysis.
  • The objective: Continuous improvements in each parameter by generating, analysis.
  • DEM needs to be generated across the entire sales hierarchy starting from the distributor’s salesmen up to the Sales Territory / Zones.
  • Facilitates alignment down the chain.
    • Needs to be generated for important outlets.

1. 8. The Brand experience in Wireless age.

• The rise of mBranding
• A boom with a view
• The top 10 secrets of successful mobile advertising.
• The wireless world’s social fabric —what it means to marketer.

1. 9. Relationship Between Brand and Sales

• Challenges to brand manager and remedy
• Sales team lack of awareness regarding brand worth
• Aloof attitude of brand team creates hurdles in sales
• It’s a hand in hand activity.

1. 10. Closing observation

• What makes a strong brand?
• Future brand priorities
• Building brand equity
• Measuring brand equity
• Managing brand equity
• Achieving marketing balance