Brand Management Profs. P Chandon

1
Brand ManagementProfs. P Chandon M Nam

• Course overview
• Understanding when and why branding creates
  customer and firm value
• Tools for brand managers Learn to measure brand
  image, brand equity and brand value.
• Creating a strong brand identity How to
  integrate marketing strategy (segmentation
  positioning), brand elements (name, logo), the
  4Ps and secondary associations (e.g., celebrity
  endorsers).
• Maximizing the value of existing brands
  Strategies for brand revitalization, brand
  extensions, cult brands, role of private labels
  and global branding.
• Course format
• Primarily cases (mostly Insead cases specifically
  developed for this course) in diverse areas
  (luxury, fashion, beverages and spirits, telecom,
  low-income consumers, emerging markets,
  entertainment).
• Two case write ups (in groups)
• Class participation
• Target audience
• General and brand managers, consultants
  (branding, communication), analysts operating in
  branded industries.