Brand Management Tutorial (Complete Guide)

Brand Management is the process of creating, developing, and supervising the progress of a brand. This tutorial introduces you to various categories of brands, their architectures, extensions, and promotions. It also introduces brand equity, co-branding, brand performance, and valuation. This tutorial will teach you the basic terms in branding and provide ideas on how to manage a brand right from creation to its valuation.

Audience

This tutorial is meant for all those readers who would like to understand the basics of Brand Management. It will be immensely useful for management students who are keen to make a career in Marketing.

Prerequisites

We assume the reader has a basic knowledge of business administration and marketing concepts. Creativity, analytical thinking, strategic thinking, and good communication skills are a plus.

Chapters

Basic of Branding

Brand Management - Overview
Brand Management - Diversity

Inside Brand Management

Brand Management - Equity
Brand Management - Equity Models
Brand Management - Architecture
Brand Identity and Positioning
Brand Management - Promotion
Brand Management - Extension
Brand Management - Co-branding

Maintaining The Brand

Brand Management - Performance
Brand Management - Leveraging
Brand Management - Valuation