Brand Management and Media Planning

 

S No. TOPIC DOMAIN HOURS
1.  Media Planning

(i)     What is Media Planning?

(ii)   Why is it important

(iii)  The media mix

(iv)  Characteristic of major media forms

 

 

Must know

 

 

10  hours

2.  Matching media & market

(i)     Geographical selectivity, reach & frequency

(ii)   Maximizing advertising exposure

(iii)  Media brief

(iv)  Media scheduling

(v)    Media Buying

 

Must know

 

10 Hours
3. Unit III: Concept of a Brand

Evolution of Brands

Company, Brands & Products

Brand Perspectives – Visual / Verbal, Positioning, Value, Brand Image, Value Added, Perceptual Appeal & Personality perspectives

 

Must Know

 

10 Hours
4.  Important Brand Decisions

Brand Positioning – Attribute Benefit, Application, User, Competitor, Price / Quality & Product Category positioning.

Brand Differentiation

Brand Equity

Brand Image, Brand Extension

Brand Loyalty

Consumers and Brands

 

Must know

 

10 Hours
5. Branding Strategies

Products Branding

Line Branding

Range Branding

Umbrella Branding

Source/Double Branding

Endorsement Branding

 

 

 

Must know

 

 

 

10 Hours