Brand Management

By Preeti Krishnan Lyndem | Indian Institute Of Management Bangalore

Learners enrolled: 20364

This course takes you through key terminology such as brand identity, brand personality, brand positioning, brand communication, brand image, and brand equity. Important theoretical underpinnings, principles, and frameworks of brand management are presented along with examples from different markets, particularly India.

What you will learn:

Basics of brand management
Key brand-related terminology
Important frameworks and principles of branding

Summary

Course Status :	Completed
Course Type :	Core
Language for course content :	English
Duration :	6 weeks
Category :	Management Studies
Credit Points :	2
Level :	Postgraduate
Start Date :	31 Jul 2023
End Date :	31 Oct 2023
Enrollment Ends :	09 Sep 2023
Exam Date :	02 Dec 2023 IST

Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1: Strategic Brand Management process, Brand Architecture
Week 2: Brand Identity, Brand Personality
Week 3: Brand Positioning and Re-positioning
Week 4: Brand Communication, Brand Knowledge: Awareness & Image
Week 5: CBBE

Click here for Syllabus

Books and references

None

Instructor bio

Course Faculty:

Preeti Krishnan Lyndem
Visiting Faculty, Marketing
Indian Institute of Management Bangalore

Professor Lyndem’s research areas are in Brand Management, Consumer Behavior, Service Failure Contexts, Discrete Emotions, and Cross-Cultural Dynamics. Her current projects include Brand Extensions, Consumer Alienation by Brands, Managing the Menace of Counterfeit Brands, Social Impact of Cult Brands, Role of Hope vs. Happiness in Consumer Non-Decision, and Service Failure Contexts. Her previous research has been published in the European Journal of Marketing, Equality, Diversity, and Inclusion: An International Journal, Association for Consumer Research Proceedings, Administrative Sciences Association of Canada Proceedings, Business Review, Marketing Mastermind, Markathon, and Voice & Data. Her awards include: Sheth Doctoral Consortium Fellow, American Marketing Association, 2007 'Honorable Mention' Award, Administrative Science Association of Canada Conference, 2006 Chosen to represent the University of Manitoba at the prestigious American Marketing Association-Sheth Foundation Doctoral Consortium, 2007.

Course certificate

Enrolling and learning from the course is free. However, if you wish to obtain a certificate, you must register and take the proctored exam in person at one of the designated exam centre’s. The registration URL will be announced when the registration form is open. To obtain the certification, you need to fill out the online registration form and pay the exam fee. More details will be provided when the exam registration form is published, including any potential changes. For further information on the exam locations and the conditions associated with filling out the form, please refer to the form.

Grading Policy:

Assessment Type	Weightage
Mid-Term & End-Term	25%
Final Exam	75%

Certificate Eligibility:

40% marks and above in Mid Term & End Term
40% marks and above in the final proctored exam

Score	Type of Certificate
>=90	Gold
75 - 89	Silver
70 - 74	Bronze
40 - 70	Successfully Completed
<40	No Certificate

Sample Certificate:

Disclaimer: In order to be eligible for the certificate, you must register for enrolment and exams using the same email ID. If different email IDs are used, you will not be considered eligible for the certificate.

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