Topic outline

  • General

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  • Unit – I 1 Understanding fashion brand Introduction of fashion brand Definition and characteristic, principle, importance of brand 2 Brand evolution 3 Different classes of brand

  • Unit – II 1) Strategic brand management process Product Vs. Brand Strategic brand management Brand Process Designing brand process

  • Unit – III 1) Fundamentals of fashion brand Brand identity, brand personality, brand image, brand positioning 2) Brand success and failure

  • Unit –I V 1) Brand Equity What is brand equity? Equity pyramid Brand building and brand management framework