This course is designed to give you a good understanding of branding fundamentals, how to craft a successful branding strategy, and how to revitalize the brand to achieve business objectives. The focus will be on understanding and application of strategic branding concepts in the form of presentation and discussion of real-world examples. The module will emphasize the following key elements: 1. Strategic Analysis of Branding Issues: Issues of focal concern include analysis of customers, target audience, value proposition/positioning, brand equity, branding strategy, and brand revitalization; and 2. Branding Decision Making Process: This process enables executives and managers to systematically organize the relevant issues to make appropriate decisions on branding issues based on analysis of the market situation. The major emphasis of this process will be on application of the relevant branding analysis tools to the branding decisions.