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Creating and Managing Brand Equity
Posted Date: 12 Apr 2008 Resource Type: News/Announcements Category: Short term courses
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Posted By: Bala Member Level: Diamond
Rating:  Points: 2
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Indian Institute of Management Bangalore
Executive Education Programme
Creating and Managing Brand Equity
Programme Director: Prof. Y.L.R Moorthi
Venue: IIMB Campus
Dates: 22 - 24 Sept, 2008
Introduction
Brand is probably the most important asset of an organization. Sometimes the organization is itself the brand. The question then suggests itself. How does one develop an abiding and long lasting brand? How does one build, sustain and profit from branding? What are the basic principles or building blocks of branding? These are some of the issues the program debates. Unlike conventional programs of Brand Management the program does not restrict itself to consumer products. It covers other equally important aspects like industrial branding, technology branding, branding services, corporate branding and retail branding. Besides it offers a take-home. Participants would be able to gain insights into brand management by developing a brand plan over a three-day period of brainstorming.
Program Goal
Acquaint participants with the latest developments in the discipline of brand management.
Provide a well-rounded perspective of brand management through inputs on consumer branding as well as other domains like technology, service and industrial branding.
Develop a brand management plan for a brand. This plan can then be used as a template for developing and operationalizing similar plans in one’s organization
Contents
How to understand brand success and achieve it?
How to develop and nurture brand equity?
What is brand’s identity? How to create a deeply embedded brand identity?
How to develop an enduring brand irrespective of the domain, whether it is b2c or b2b or service or technology?
Participant Profile
Senior executives from the discipline of marketing, sales, advertising, product and brand management. The program aims to enhance the comprehension of brand management among participants who have to deal with brands directly and indirectly.
Participants Profile
Dr. Y.L.R Moorthi is a faculty in Marketing Area. He has a Ph.D. in Brand Management, M.Tech in Mechanical Engineering from IIT Madras and Post Graduate Diploma in Management from IIMB. He has industry experience of seven years and teaching experience of twelve years. His book "Brand Management - the Indian Context" won awards in Escort Book Competition (2000) and IOC Book Competition (2001). It was listed in Rediff top 5 in September 2000. He maintains a high level of interaction with industry through consultancy and training.
YLR Moorthi’s contacts:
Tel – 080-6993190
Email - ylrm@iimb.ernet.in
CERTIFICATE OF PARTICIPATION
A certificate of participation will be awarded to the participants by IIMB
Programme Details
Programme Dates
22 -24 Sept, 2008
Non Residential fees
36,000/-
Residential fees
45,000/-
Registration
Duly completed nominations in the enclosed form along with a crossed demand draft drawn in favour of the "Indian Institute of Management Bangalore", may please be sent to:
The Chief Programme Officer
Indian Institute of Management Bangalore
Bannerghatta Road, Bangalore 560 076
Phone : 080 – 26993742/3264/3475
Fax : 080 - 26584004/26584050
E-mail : edp@iimb.ernet.in
Website : http://www.iimb.ernet.in
For more details, visit http://www.iimb.ernet.in
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