Date: 05 – 07 February 2020
One of the earliest applications of branding was branding cattle. In modern times, branding started in right earnest with P&G’s efforts in the 1930s. When Nestle bought confectionary company Rowntree, it paid 4.5 billion dollars not for the latter’s plant and machinery or infrastructure but its brands like Kit Kat. Brand is important because it adds value to a product and forestalls commoditization. Marks and Spencer earn in pounds because they own the brand. Its contract manufacturers probably make pennies because they sell the product.
Program Objectives:
Consider the following questions –
- how to build a resilient brand identity?
- What is brand equity? How to gain brand equity?
- Are services branded in the same fashion as products? How is service branding different?
- Are brand extensions a boon or bane? How far to extend a brand?
- How to build a corporate brand?
- How to build a cult brand?
These are some of the topics to be discussed over a 3-day period in the program
Coverage:
- A broad understanding of branding as a discipline
- A set of principles that can be used for building new brands and nurturing old brands
- A selection of conceptual frameworks for different aspects of branding like brand identity, brand equity, brand extensions, corporate branding and services branding
Venue : IIMB Campus
Programme Fee and Payment
INR 1,00,500/- Residential and INR 90,000/- Non -Residential (+ Applicable GST) per person for participants from India and its equivalent in US Dollars for participants from other countries.
Contact Information:
- Bannerghatta Road, Bengaluru-560076, India
- Phone: +91-80-26993264/3475
- Email: openpro@iimb.ac.in
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