Brand Making Program

Branding & Brand Positioning

• What is a Brand?
• Brand Elements
• Brand Element Choice Criteria –
• How to choose good elements?
• Brand Naming
• The Role of Brands
• Advantages of Strong Brands
• What is Brand Equity ?
• Measuring Brand Equity
• Managing Brand Equity
• Brand Portfolios
• Brand Roles in a Brand Portfolio
• Strategic Brand Management

                     What is Positioning?                                      

• Value Proposition
• Points-of-parity (POPs)
• Points-of-difference (PODs)
• PODs Success Criteria
• Consumer Desirability Criteria
• Deliverability Criteria
• Correlated Attributes and Benefits

                                     Differentiation Strategies

• Product Differentiation
• Distribution Channel Differentiation
• Personnel Differentiation

• Image Differentiation
• Product Life Cycles
• Claims of Product Life Cycles
• Strategies for Sustaining
• Ways to Increase Sales Volume
• Market Evolution