Product and Brand Strategies now form the core of the overall marketing strategy. With the increase in competition marketers have resorted to over differentiation as well as re-segmentation in a big way. This has made the present market scenario very critical. Managers thus should be equipped with the latest in the area of Marketing process and integrating product and brand strategy with it. Brands can be divided in terms of Rational, Functional and Emotional approaches. This programme aims to integrate Product, Brand and Corporate Communication as essential ingredients of a successful Marketing strategy. It will also take into consideration the different requirements of a Product vs Service organisations.

• Emerging trends in Market Segmentation, Differentiation and Positioning
• Issues in Product Strategy
• Branding Process for Products and Services as well as B2B Markets
• Brand Architecture & Creating Market Winning Brand Strategies
• Consumer Behaviour aspects important for Brand Communication

You will enhance your ability to:

• Understand Marketing Function from a Brand Perspective
•  Brief your Ad Agency better in terms of communication objectives of your brand
• Handle your product portfolio better
• Understand the Product vs Service brands perspective effectively
• Understand the Rational, Functional and Emotional Perspectives effectively.

The Programme will be highly experiential and interactive, comprising participant presentations and discussions, case studies, classroom lectures and presentations by experts from the industry.

This programme will be of great interest for:

• Senior/Middle level managers into marketing, product/brand, and sales functions
• Senior Marketing analysts/Consultants whose principal responsibilities lie in dealing with existing product lines as well as establishing new ones in the market.
• CEOs/Senior Managers from other functional areas or a non-marketing background who need to take such decisions