Brand Management and Media Planning


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
Admissions Open 2019-20