As its name implies it, this Branding Course deals with Brands. It tries to thoroughly investigate and answer important brands and branding questions such as: • Why are brands so important? • What do brands represent to the consumers? • What should corporations do with brands to manage them optimally and properly? • Why are brands considered one of the most valuable assets a company has? • How are brands built and developed over time? • What is brand equity? • What are the various brands’ strategies and tactics? • How do companies design and implement marketing programs and activities intended to build, measure, and manage strong brand equity?

1. BRANDING COURSE
BRANDS, BRANDS MANAGEMENT & COMMUNICATION
Prepared and Delivered by Mr. Georges Najm - USEK School of Business

2. Content & Chapters

3. I - History & Functions of Brands

4. 1. Historical Introduction to Brands
2. The Main Functions of Brands
3. The Brand and its Stakeholders

5. II - What’s a Brand?

6. 1. The Brand’s Domains
2. The Definitions of Brands
A. Customer Based Definitions
B. Asset Based Definitions
C. Legal Definition
D. The Brand as a Name Influencing the Buyer
E. The “Contract & Contractual” Definition
3. The Evolution of the Brand Concept
4. Differentiating between Brand Assets, Strength, and Value
5. The Functions of a Brand for the Consumer

7. III - The Different Types of Brands

8. 1. The Product Brand or Service Brand
2. The Family Brands (Range Brands & Umbrella Brands)
3. The Corporate Brands and the Endorsement Policy
4. The Brands Statuses

9. IV - The Tri-functionality of Brands

10. 1. The Function of Sovereignty
2. The War Function
3. The Reproduction Function
4. The 4 Metaphors of Thinking a Brand

11. 5. The Identity Components of a Brand
6. The Different Levels of a Brand
7. The Brand Platform, Expression of a Brand's Identity

12. V - The Brand from a
Corporate Perspective

13. 1. The Functions of a Brand for Industrialists
• The Brand as a Signature and as a Link
• The Brand as a Process for Value Creation
2. The Brand Development Modalities
• Vertical Extension vs Horizontal Extension
• Upwards and Downwards Extension
• Target Extension
• Retail Networks Extension
• Geographic Extension of the Activities of the Brand
• The Extension Forms of a Brand (Wheel Model)
• The Process of Brand Extension
3. Branding VS Badging
4. Brand Alliances

14. VI - Brand Portfolio Management

15. • Organizing a Brand Portfolio
(Width & Depth Concepts)
• The Monolithic Logic
• The Under-Branding Logic
• The Endorsement Logic
• The Independence Logic

16. VII - Brands from a
Consumer’s Perspective

17. • The Brandscape Concept
• The Functions of a Brand for a Consumer
• The Sensibility to the Brand
• The Loyalty to the Brand
• The Attachment to the Brand

18. VIII - The Brand from a
Retail Perspective

19. 1. The Functions of (National) Brands for Retailers
2. The Evolution of the Status of Private Labels (MDD)
3. The Branding Strategies for Retailers
4. The Explanatory Factors Behind Private Labels Success
5.The Riposte Factors of (National) Brands VS Private Labels

20. IX - The Brand Equity

21. 1. The Multiplicity of the Valuation Methods
2. The Brand as a Derivative Asset
3. The Accounting Approaches
4. The Comparable or the Multiples
5. The Fees Received for Using a Brand
6. The Actualized Future Flows
7. The Real Growth Option
8. The Multi-attributes Approach of Brand Equity
9. The Main Leverages of Brand Equity
(Awareness - Image - Other Indicators of Power)

22. IX - Advertising Gives
Value to Brands
X - Communication Gives
Value to Brands

23. 1 - Advertising
& Brands
Valuation

24. 2 - Sponsoring &
Shining Strategies

25. XI - Brand Stories

26. COURSE
OBJECTIVES

27. This Branding Course
will deal with Brands.

28. ‣It will try to investigate, in order to answer, questions such as:
➡ Why are brands so important?
➡ What do brands represent to the consumers?
➡ What should corporations do with brands to manage
them properly?
➡ Why are brands considered one of the most valuable
assets a company has?
➡ How are brands built and developed over time?

29. ➡ What is brand equity?
➡ What are the various brands’ strategies and tactics?
➡ How do companies design and implement marketing
programs and activities intended to build, measure,
and manage brand equity?

30. ‣This course will allow you as present (or) future marketers to:
➡ Know the role of brands.
➡ Understand the concept of brand equity, and the
advantages of creating strong brands.
➡ Properly identify and choose brand elements.
➡ Build marketing strategies ; Design brand architecture
strategies ; and devise brand hierarchies and
portfolios.

31. ➡ Understand the role of corporate brands, family
brands, individual brands.
➡ Be able to adjust branding strategies, over time and
across geographic boundaries, to maximize brand
equity.

32. And much much
more!...