Training Objective:
To get acquainted with:
- The broad domain of Branding.
- The challenges and benefits of branding process
- Practical applications of Segmenting, Targeting & Positioning
Course Content:
-
- Lesson 1: Introduction to branding
- Origin of Branding Practice
- Definitions of Branding
- Nature of Brand
- Significance of Brands
- Functions of Branding
- Types of Brands
- Process of Branding
- Features of a Good Brand Name
- Types of Brand Awareness
- Elements of Brand
- Examples of Brand Name Styles
- Components of a Comprehensive Branding Strategy
- Common Misconceptions and Facts with Respect to Branding
- Why Modern Companies Emphasize on Building Brands?
- Role of Brand Names
- Advantages of Branding
- Limitations of Brands
- Lesson 2: Segmentation:
- Introduction to segmentation
- Types of Segmentation / Segmentation Variables
- Demographic
- Geographic
- Behavioural
- Segmentation based on purchase and usage behavior
- Occasion or timing-based segmentation
- Benefits sought segmentation
- Segmentation based on customer loyalty
- Psychographic
- Steps of market segmentation
- Examples of market segmentation
- Lesson 3: Targeting:
- Introduction to Targeting
- Process of targeting
- Market Targeting Strategies
- Undifferentiated marketing strategies
- Differentiated marketing strategies
- Advantages
- Disadvantages
- Process of differentiated marketing strategy
- Example
- Concentrated Marketing
- Introduction
- Advantages
- Disadvantages
- Examples
- Developing Concentrated Marketing Strategy
- Micro-Marketing
- Example of Micromarketing
- Introduction
- Lesson 4: Positioning:
- Definition of positioning
- Steps to create brand position
- Types of Brand Positioning Strategies
- Importance of positioning
- Examples of brand positioning
- Target Audience: This course is advocated for –
- All the working professionals as well for the ones who are fresh graduates and are hunting for suitable jobs in Brand Management and Branding related domains.
- Those who wish to know more about segmentation, targeting and positioning strategies.
- Training Methodologies –
- PowerPoint Presentation, with Audio & Video
- Demonstrations and explanations with real-life examples and sharing of experiences
- Language of delivery: English & Hindi
- Duration of Courses: 3 hours 26 mins
- Evaluation of Training: Quiz
1
LESSON 1.1
2
LESSON 1.2
3
LESSON 1.3
4
LESSON 1.4
5
LESSON 2
6
LESSON 3
7
LESSON 4
8
LESSON 5.1
9
LESSON 5.2
10
LESSON 5.3
11
LESSON 6.1
12
LESSON 6.2
13
FINAL QUIZ
This course highlights on all the basic and core concepts of branding including the differentiators of brand and products and the strategies used in branding. It also highlights the segmentation, targeting and positioning of market which is the foundation of marketing and sales promotion.
Branding is important because eaves a lasting impression on consumers as it lets customers and clients know what to anticipate from your business. The segmentation, targeting, and positioning (STP) model enables you to more effectively position a good or service to target various customer segments. Students who complete this course will have the knowledge and abilities to comprehend branding, it’s know abouts and how STP helps in efficient positioning of services and products.
• Lesson 1: Introduction to branding
• Origin of Branding Practice
• Definitions of Branding
• Nature of Brand
• Significance of Brands
• Functions of Branding
• Types of Brands
• Process of Branding
• Features of a Good Brand Name
• Types of Brand Awareness
• Elements of Brand
• Examples of Brand Name Styles
• Components of a Comprehensive Branding Strategy
• Common Misconceptions and Facts with Respect to Branding
• Why Modern Companies Emphasize on Building Brands?
• Role of Brand Names
• Advantages of Branding
• Limitations of Brands
• Lesson 2: Segmentation:
• Introduction to segmentation
• Types of Segmentation / Segmentation Variables
• Demographic
• Geographic
• Behavioural
• Segmentation based on purchase and usage behavior
• Occasion or timing-based segmentation
• Benefits sought segmentation
• Segmentation based on customer loyalty
• Psychographic
• Steps of market segmentation
• Examples of market segmentation
• Lesson 3: Targeting:
• Introduction to Targeting
• Process of targeting
• Market Targeting Strategies
• Undifferentiated marketing strategies
• Differentiated marketing strategies
• Advantages
• Disadvantages
• Process of differentiated marketing strategy
• Example
• Concentrated Marketing
• Introduction
• Advantages
• Disadvantages
• Examples
• Developing Concentrated Marketing Strategy
• Micro-Marketing
• Example of Micromarketing
• Lesson 4: Positioning:
• Definition of positioning
• Steps to create brand position
• Types of Brand Positioning Strategies
• Importance of positioning
• Examples of brand positioning
Duration of this course is 3 hours 26 mins
This course is recommended for all the working professionals as well for the ones who are fresh graduates or post graduates in business administration and are hunting for suitable jobs in Brand management and allied domains.
Based on the entire course both single choice and multiple-choice questions needs to be attempted after the course is over. Marks are allotted for the correct answer to the quiz. In case of multiple-choice questions, full marks will be given only when the answer is fully. Upon securing 60% and above, the certificate of completion shall be given to the participants.
The course session is delivered by video. The video shows PowerPoint presentation with the presenter’s window at the side of the deck. The trainer gives live examples and explains the concepts with demonstrations when needed. The mode of language for delivery is both English and Hindi.
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