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Brand Building and Consumer Psyche-The Indian context
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
Brand Building and Consumer Psyche-The Indian context
Programme Director: S Ramesh Kumar
Venue: IIMB Campus
Dates: 6 - 8 Oct, 2008
Introduction
Branding today is a blend of art and science and the topic is of interest to both academics and practitioners. Huge amount of money is being spent by marketers to develop brands, with a conviction that brand building, will create brand differentiation. While the intrinsic value with regard to functionality, is created by the marketer through the offering, consumer psyche plays a vital role with regard to short and long term effects of brand associations. Besides brand associations, cultural dimensions plays an important role with regard to both branding associations and how consumer’s mind adapts to the development of brand associations.
This course addresses the important facets of brand associations and cultural dimensions associated with consumer markets.
Program Goal
To introduce the participants to the concepts of brand associations and cultural dimensions using concepts of consumer behavior.
To enable the participants to apply the concepts of consumer behavior to the Indian context
Participant Profile
Executives/brand managers/product managers with about 5-10 years of experience working in FMCG markets and advertising professionals who interact with brand managers in FMCG companies. The program would be most beneficial to participants who have not gone through a formal course in consumer psychology.
Methodology
Lectures, cases and “hands-on application” by participants. Material relevant to the Indian context will be a part of the course package
Programme Director
Dr.S.Ramesh Kumar, Professor in the Marketing area has a mix of twenty six years of teaching /research and industrial experience. He was awarded the ICFAI Best teacher award from Association of Indian Management Schools .He has published five books on the application of marketing concepts to practice and published extensively in Indian journals and refereed articles in international journals of repute. He has presented conference papers in several prestigious conferences in several parts of the world.
CERTIFICATE OF PARTICIPATION
A certificate of participation will be awarded to the participants by IIMB
Programme Details
Programme Dates
6 -8 Oct, 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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