OBJECTIVE
Decision issues concerning developing
and managing brands go well beyond launching clever advertisements or
introducing interesting sales promotion campaigns. Since good brands
transcend products, brands need long-term vision. Given this premise,
the programmes aims at the following:
» To discern concepts and approaches for developing and managing brands and their equities.
» To develop the perspectives and
frameworks needed to manage brands as strategic assets to leverage brand
equity for enhancing business performance.
FOR WHOM
This programme is most suitable for
senior-level executives of companies who are custodians of brands,
operating in a variety of industries and geographical markets. Those
functionaries who have major responsibilities in managing customer
groups/markets, products, product groups, brands and brand profiles will
find the programme useful. Typical designations will include CEO,
Marketing Director, Vice President (Marketing), General Manager
(Marketing), Marketing Manager, Category or Group Product Manager,
Product Manager and Brand Manager with substantial years of experience.
