Brand Management Skills

Brand Management Skills

Companies require brand managers to analyse their brand positioning and consumer insights. Moreover, they also help in forming and communicating the motive and mission of the brand. A product’s value is hence known by the brand’s value. Therefore, it is a very responsible as well as a difficult job.

Roles and Responsibilities

Some of the major roles and responsibilities of these professionals include the following:

• They manage a team of marketing people working on brand initiatives.

• Lead creative development for motivating the target audience.

• Establish performance specifications, cost and price parameters, market applications, and sales estimates. 

• Measure and report the performance of all marketing campaigns

• Assess ROI and KPIs.

• Monitor the market trends, research consumer markets, and competitors’ activities.

• They control new and ongoing marketing and advertising activities

• Keeping the company aligned around the brand’s direction, choices, and tactics.

Who should take this exam?

Anyone with a bachelor’s degree in the related field can take this exam. Moreover, people from the business administration, economics, or management background are highly preferred for this exam.

Skills Required

• Communication skills

• Interpersonal skills

• Management skills

• Analytical skills

Career Prospects

• Brand manager

• Product marketing

• Marketing manager

• Brand Assistant

• Brand Strategist

• Senior Product Manager

• Product Manager

Table of Content

The Brand Management Skills exam covers the following topics - 

Branding Terms

• Introduction

• Learning Glossary of Terms

Branding Basics

• Introduction

• The Meaning of Brands

• What is Branding?

• Learning Characteristics of Brands

• Learning Central Organizing Thought

• Learning Slogan

• Brand Awareness is not Everything

• Learning Establishing a Brand

• Points of Parity

• Learning Brand Equity

• Brand Management

• Learning Clarity

Nature of Relationship

• Learning Time-Frame

• Consumers Involvement

• Learning High- Involvement Situations

• Low – Involvement Situations

• Learning Too Many Walls

• Discontinuity In Habits

• Learning Cultural Factors

• The Concept of Perception

• Learning Principles of Proximity

• Brand – Customer Relationship

Building Successful Brands

• Learning Steps in Building A Strong Brand

• Learning Own a Word or Phrase

Brand Building

• Learning Brand Symbol

• Brand Character

• Learning Brand Logo

• Learning Logo Change

• Learning Counter Fakes

Brand Names and Brand Extensions

• Why to Create a New Brand Name

• Learning Types of Brand Name

• Image Associations

• Learning Product Associations

• Name Change

• Learning Brand Extension

• Image-Related Extensions

• Learning Unrelated Extensions

• Nurturing Sub-Brands

Co-Branding and Corporate Branding

• Finding the Right Partner

• A Fruitful Relationship

• Learning Tips for a Lasting Relationship

• Creating a Powerful Corporate Brand

• A Qualitative Process

• Learning Corporate Ethics, Corporate Culture and Corporate Image

• Learning Managing the Corporate Image

Brand Associations and Brand Image

• Learning Types of Brand Associations

• Five Ways of Help

• Learning Forms of Brand Associations

• Measuring Brand Association

• Learning Qualitative Research Techniques

• Quantitative Research Techniques

• Learning Brand Image

Brand Loyalty

• Learning Brand Loyalty

• Retention

• Learning The Need for a Paradigm Shift

• Increasing Media Clutter

• Learning Dealing with Brand Variety

Brand Relationship

• The Complex Nature of Brand Linkages

• Learning Brand Relationship Management

• Learning Relationships

• Learning Customer Insight-Driven Relationship

• Brand Relationship Management’s Journey

Brand Equity

• Learning Understanding Brand Equity

• Branding and Brand Equity

• Learning How Do You Measure Brand Equity?

• Branding Promotions

Brand Management Process

• Why Brand is Everything

• Learning The Brand’s Creed

• Learning Three Steps Toward Successful Branding

• Does Marketing of Brand Help?

Brand Evolution

• Learning Branding Decision

• Learning Historical Evolution of Brands

• An Eight-Category Typology

Value of Brands

• Learning Value of Brand to Manufacturer

• Brand-Customer Relationship

• Learning Brand Identity

• A Brand That Works

Brand Planning and Brand Potential

• Learning the Importance of Brand Planning

• The Issues Influencing Brand Potential

• The Marketing Environment

• Learning Cadbury – Case Study

Brands and Consumer Buying Process

• Learning Extended Problem Solving

• Dissonance Reduction

• Advice for the Marketer

• Learning Consumer Benefits and Evaluative

Consumer Search for Brand Information

• Learning Consumers Search for Brand Information

• Reasons for Limited Search for External Information

• Learning Brand Information – Quality or Quantity

• Clues to Evaluate Brands

• Learning Brand Names an Informational Chunks

Issues Associated with Effective Brand Names

• Learning Naming Brands – Individual or Company Name?

• A Strategic Approach to Naming Brands

• Learning Screen and Select the Brand Name

• Issues Associated with Effective Brand Names

• Learning The Brand as A Risk Reducer

• Learning Qualities of Powerful Names

Added Values Beyond Functionalism

• Learning Brands and Symbolism

• Symbolic Branding

• Learning Functional Product

• Self-Concept and Branding

• Learning Building Ladders on the Internet

• Using Existing Ladders

• Learning Creating New Ladders

Brand Personality

• Learning Values and Characteristics of Brand Personality

• Creating Brand Personality

• Learning Brand and Brand Users Galore!

• Watch Out, We are World Class Customers Now

• Will The Indian Brands Survive?

• Learning Brand Personality – The Relationship Basis Model

• What If The Brand Spoke to You?

• Learning Relationship Segmentation

Branding to Make Tangible the Intangible

• Learning Consistent Service Brands Through Staff

• Learning Service Brands with The Optimum Consumer Participation

Response of Weak and Strong Manufacturers

• Learning Convenience Versus Non-convenience Outlets

• Which Stage to Target?

• Learning Strategy for Durables

• The Role of The Brand

• Learning Positioning of a Brand

• The Risks of Poor Positioning

Brand Positioning Strategies

• Why is Defining the Positioning So Important?

• What Did Maggi Do?

Consumer Segmentation

• Target Audience

• Learning Market Segmentation

• Learning Quantitative and Qualitative Methodologies

• Learning Brand Contact and Target Audience

Brand Architecture and Brand Portfolio

• Learning Brand Portfolio

• Portfolio Roles

• Product Market Context Roles

• Learning Brand Portfolio Structure

• Brand Hierarchy Trees

• Brand Range

• Learning The ‘Coca-Cola’ Brand and Sponsorship

Perceptual Mapping

• Learning Perceptual Mapping

• Market Description and Segmentation

• Perceptual Mapping Techniques

• Learning Attribute Methods

• Brand Attributes and Benefits

• Learning Strategy Decisions

Brand Benefits and Attributes

• What’s the Benefit of Branding Anyway?

• Learning Benefits of a Successful Brand

• Learning Benefits of Building a Brand

• A Product May Die but The Brand will Sustain

• A Brand is a Living Memory

• Learning Attributes and USP

• What can Research Do to Help?

Advertising and Branding

• Creating a Brand Through Advertising

• Advertising Must Position the Brand

• Learning Brand Positioning through Advertisements

• How Advertising Works

• Learning Product Positioning as a Marketing Strategy

• Bang for the Buck?

Successful Repositioning

• Learning Successful Brand Repositioning

• Securing the Customer’s “Permission”

• Increasing Relevance to Consumer

• Learning Making The Brand Serious

• Making The Brand Contemporary

Differential Advantage and Positioning

• Differentiation – How to Compete

• Learning the Differential Advantage and Branding

• What is “Branding?”

• When Branding Becomes the Sstrategic Advantage

• Strategy or Tactic? Project or Process?

• Developing A Sustainable Competitive Advantage

• Developing a Portfolio of Products / Markets

• Learning The Differential Advantage and Branding

• Learning Role of Agencies in Branding

Brand as Strategic Devices

• Learning Brand Leadership-the New Imperative

• Focus on Brand Equity as the Conceptual Model

• Learning Complex Brand Architecture

• Strategic Relevance of Branding

• Learning The Strategic Plan

• Brand Strategy

Brand Evaluation and Planning

• Learning Maintaining the Brand’s Core Value

• Bridging the Brand’s Values

• Learning Defining Brand Dimensions

• Revitalizing Brands

• Learning Brand Evaluation

• Commercial Models of Brand Equity Growth

• Learning The Criteria to Assess the Strength of a Brand

• The Causal Nature of Brand Equity

• Learning Brand Strength

• The Financial Value of Brands

• Methods of Measuring the Financial Value of a Brand

Protecting Brands

• Learning Basics

• Intellectual Property Law in India

• Learning Patents

• Learning Trademarks

• Copyrights

• Protecting Brands Through Trademark Registration

• The Challenges to Brands

• Learning Licensing Your Brand

• Learning The Challenges to Brands

• Learning Brand Advertising on the Internet

• The Growth of Corporate Branding

Legal Perspectives in Branding

• Learning Naming Tips

• Learning Legal Tips

• The Trademark Act 1999

• Learning Essential Features of a Trademark

• Protection of Trademark

• Registration of Trademark

• Learning Infringement of a Trademark

• Geographical Indication

• Learning The Designs Act, 2000

Online Branding

• The Unsung Hero of Internet Marketing

• Learning Online Branding Tactics

• Packaged Online Branding Solutions

Business to Business Branding

• Learning Business Branding

• Focus Areas

• Learning Brand Architecture

• Integrated Brand Communication

• Learning The Bottom Line

Social Media Branding

• Learning Social Media Marketing

• Learning Social Media Websites

• Benefits

• Learning Social Media Branding