Introduction To Brand Management and Crafting of Brand Elements - Consumer Brand Knowledge , Product Management – Role of a Product Manager, Organizing The Brand Management System, Brand Positioning and Values – Customer Based Brand Equity Model, Brand Identity, Brand Image, -Managing Brand Architecture and Brand Portfolios - Corporate Branding and Tools for Building Brand Equity - Measurement of Brand Equity, Brand Marketing Programs –Designing Marketing Programs to Build Brand Equity, Integrating Marketing Communication to Build Brand Equity. Measuring and Interpreting Brand Performance – Capturing Customer Mindset, Capturing Market Performance, Co-Branding.