Definition of a Brand - Brands Vs Products - Significance of Branding - Types of a brand - Functions of a brand - Branding Decisions

Brand Vision -Brand Ambassadors- Brand as a personality, as trading asset - Brand positioning, alternatives - Brand Repositioning.

Branding impact on Buyers, competitors - Brand Loyalty, Loyalty programs - Brand Equity, Brand Equity Measurement.

Brand Extensions, Extendibility, - Merits & Demerits - Line Extensions - Co-Branding & Licensing brands.

Methods of Valuation - Implication for buying & selling brands - Branding industrial goods, services - Indianisation of foreign brands - Taking Indian brands global – Issues & challenges. Branding in Different Sectors: customer, Industrial, Retail and Service Brands