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Certified Brand Manager

Indian : Rs.4129
International : $70

Vskills certification for Brand Manager assesses the candidate as per the company’s need for developing and managing brand image. The certification tests the candidates on various areas in brand management, product communication, brand portfolio management, brand marketing, long and short term brand portfolio development, developing consumer and customer insight-driven brand marketing strategies and digital management.


This Course is intended for professionals and graduates wanting to excel in their chosen areas. It is also well suited for those who are already working and would like to take certification for further career progression. Earning Vskills Brand Manager Certification can help candidate differentiate in today’s competitive job market, broaden their employment opportunities by displaying their advanced skills, and result in higher earning potential.


Job seekers looking to find employment in marketing, advertising, brand management or social media departments of various companies, students generally wanting to improve their skill set and make their CV stronger and existing employees looking for a better role can prove their employers the value of their skills through this certification.


Brand Managers are in great demand. Companies specializing in marketing, advertising, promotion or social media are constantly hiring skilled brand managers. Various public and private companies also need brand managers for their marketing, advertising, brand management or social media departments.


Branding Terms

  • Introduction
  • Glossary of Terms

Branding Basics

  • Introduction
  • The Meaning of Brands
  • What is Branding?
  • Characteristics of Brands
  • Central Organizing Though
  • Slogan
  • Brand Awareness is not Everything
  • Establishing a Brand
  • Points of Parity
  • Brand Equity
  • Brand Management
  • Clarity

Nature of Relationship

  • Time-Frame
  • Consumers Involvement
  • High- Involvement Situation
  • Low –Involvement Situations
  • Too Many Walls
  • Discontinuity In Habits
  • Cultural Factors
  • The Concept of Perception
  • Principles of Proximity
  • Brand - Customer Relationship

Building Successful Brands

  • Steps in Building A Strong Brand
  • Own a Word or Phrase

Brand Building

  • Brand Symbol
  • Brand Character
  • Brand Logo
  • Logo Change
  • Counter Fakes

Brand Names and Brand Extensions

  • Why to Create a New Brand Name
  • Types of Brand Name
  • Image Associations
  • Product Associations
  • Name Change
  • Brand Extension
  • Image-Related Extensions
  • Unrelated Extensions
  • Nurturing Sub-Brands

Co-Branding and Corporate Branding

  • Finding the Right Partner
  • A Fruitful Relationship
  • Tips for a Lasting Relationship
  • Creating a Powerful Corporate Brand
  • A Qualitative Process
  • Corporate Ethics, Corporate Culture and Corporate Image
  • Managing the Corporate Image

Brand Associations and Brand Image

  • Types of Brand Associations
  • Five Ways of Help
  • Forms of Brand Associations
  • Measuring Brand Association
  • Qualitative Research Techniques
  • Quantitative Research Techniques
  • Brand Image

Brand Loyalty

  • Retention
  • The Need for a Paradigm Shift
  • Increasing Media Clutter
  • Dealing with Brand Variety

Brand Relationshi

  • The Complex Nature of Brand Linkages
  • Brand Relationship Management
  • Learning Relationships
  • Customer Insight-Driven Relationship
  • Brand Relationship Management’s Journey

Brand Equity

  • Understanding Brand Equity
  • Branding and Brand Equity
  • How Do You Measure Brand Equity?
  • Branding Promotions

Brand Management Process

  • Why Brand is Everything
  • The Brand’s Creed
  • Three Steps Toward Successful Branding
  • Does Marketing of Brand Help?

Brand Evolution

  • Branding Decision
  • Historical Evolution of Brands
  • An Eight-Category Typology

Value of Brands

  • Value of Brand to Manufacturer
  • Brand-Customer Relationship
  • Brand Identity
  • A Brand That Works

Brand Planning and Brand Potential

  • The Importance of Brand Planning
  • The Issues Influencing Brand Potential
  • The Marketing Environment
  • Cadbury – Case Study

Brands and Consumer Buying Process

  • Extended Problem Solving
  • Dissonance Reduction
  • Advice for the Marketer
  • Consumer Benefits and Evaluative

Consumer Search for Brand Information

  • Consumers Search for Brand Information
  • Reasons for Limited Search for External Information
  • Brand Information - Quality or Quantity
  • Clues to Evaluate Brands
  • Brand Names an Informational Chunks

Issues Associated with Effective Brand Names

  • Naming Brands - Individual or Company Name?
  • A Strategic Approach to Naming Brands
  • Screen and Select the Brand Name
  • Issues Associated with Effective Brand Names
  • The Brand as A Risk Reducer
  • Qualities of Powerful Names

Added Values Beyond Functionalism

  • Brands and Symbolism
  • Symbolic Branding
  • Functional Product
  • Self-Concept and Branding
  • Building Ladders on the Internet
  • Using Existing Ladders
  • Creating New Ladders

Brand Personality

  • Values and Characteristics of Brand Personality
  • Creating Brand Personality
  • Brand and Brand Users Galore!
  • Watch Out, We are World Class Customers Now
  • Will The Indian Brands Survive?
  • Brand Personality - The Relationship Basis Model
  • What If The Brand Spoke to You?
  • Relationship Segmentation

Branding to Make Tangible the Intangible

  • Consistent Service Brands Through Staff
  • Service Brands with The Optimum Consumer Participation

Response of Weak and Strong Manufacturers

  • Convenience Versus Non-convenience Outlets
  • Which Stage to Target?
  • Strategy for Durables
  • The Role of The Brand
  • Positioning of a Brand
  • The Risks of Poor Positioning

Brand Positioning Strategies

  • Why is Defining the Positioning So Important?
  • What Did Maggi Do?

Consumer Segmentation

  • Target Audience
  • Market Segmentation
  • Quantitative and Qualitative Methodologies
  • Brand Contact and Target Audience

Brand Architecture and Brand Portfolio

  • Brand Portfolio
  • Portfolio Roles
  • Product Market Context Roles
  • Brand Portfolio Structure
  • Brand Hierarchy Trees
  • Brand Range
  • The ‘Coca-Cola’ Brand and Sponsorship

Perceptual Mapping

  • Perceptual Mapping
  • Market Description and Segmentation
  • Perceptual Mapping Techniques
  • Attribute Methods
  • Brand Attributes and Benefits
  • Strategy Decisions

Brand Benefits and Attributes

  • What’s the Benefit of Branding Anyway?
  • Benefits of a Successful Brand
  • Benefits of Building a Brand
  • A Product May Die but The Brand will Sustain
  • A Brand is a Living Memory
  • Attributes and USP
  • What can Research Do to Help?

Advertising and Branding

  • Creating a Brand Through Advertising
  • Advertising Must Position the Brand
  • Brand Positioning through Advertisements
  • How Advertising Works
  • Product Positioning as a Marketing Strategy
  • Bang for the Buck?

Successful Repositioning

  • Successful Brand Repositioning
  • Securing the Customer’s “Permission”
  • Increasing Relevance to Consumer
  • Making The Brand Serious
  • Making The Brand Contemporary

Differential Advantage and Positioning

  • Differentiation - How to Compete
  • The Differential Advantage and Branding
  • What is “Branding?”
  • When Branding Becomes the Sstrategic Advantage
  • Strategy or Tactic? Project or Process?
  • Developing A Sustainable Competitive Advantage
  • Developing a Portfolio of Products / Markets
  • The Differential Advantage and Branding
  • Role of Agencies in Branding

Brand as Strategic Devices

  • Brand Leadership-the New Imperative
  • Focus on Brand Equity as the Conceptual Model
  • Complex Brand Architecture
  • Strategic Relevance of Branding
  • The Strategic Plan
  • Brand Strategy

Brand Evaluation and Planning

  • Maintaining the Brand’s Core Value
  • Bridging the Brand’s Values
  • Defining Brand Dimensions
  • Revitalizing Brands
  • Brand Evaluation
  • Commercial Models of Brand Equity Growth
  • The Criteria to Assess the Strength of a Brand
  • The Causal Nature of Brand Equity
  • Brand Strength
  • The Financial Value of Brands
  • Methods of Measuring the Financial Value of a Brand

Protecting Brands

  • Basics
  • Intellectual Property Law in India
  • Patents
  • Trademarks
  • Copyrights
  • Protecting Brands Through Trademark Registration
  • The Challenges to Brands
  • Licensing Your Brand
  • The Challenges to Brands
  • Brand Advertising on the Internet
  • The Growth of Corporate Branding

Legal Perspectives in Branding

  • Naming Tips
  • Legal Tips
  • The Trademark Act 1999
  • Essential Features of a Trademark
  • Protection of Trademark
  • Registration of Trademark
  • Infringement of a Trademark
  • Geographical Indication
  • The Designs Act, 2000

Online Branding

  • The Unsung Hero of Internet Marketing
  • Online Branding Tactics
  • Packaged Online Branding Solutions

Business to Business Branding

  • Business Branding
  • Focus Areas
  • Brand Architecture
  • Integrated Brand Communication
  • The Bottom Line

Social Media Branding

  • Social Media Marketing
  • Social Media Websites
  • Benefits
  • Social Media Branding
Frequently Asked Questions

What is Vskills?

VSkills is a “skills testing” and certification exam conducted by - ICSIL, A Govt of India Undertaking and Govt of NCT Delhi Company. Vskills is a testing and certification programme focused on prior learning. Through Vskills Assessments, individuals with learning acquired outside of a formal classroom setting have the opportunity to get certified by appearing in standardized exams conducted throughout the nation at proctored centres.

What is Vskills Certification?

Vskills Certification is a professional skill test that is conducted to assure that a person is qualified to perform a job. It is a proof that the candidate has the requisite skills to do a job.

What are the benefits that I will get by taking Vskills Certification Exam?

Some of the benefits that you get on taking Vskills Certification exam are listed below,-

- Develop skills that are valued by experts in the industry
- Vskills Certifications opens avenue for candidates in various sectors
- Vskills Certification provides an opportunity to get certified in areas where you are not formally educated
- Vskills Certification enhances the chances of employment
- CVs of certified candidates are flagged on Monster India website as “Vskills Certified candidates” to employers.
- CVs of certified candidates are also tagged on website as “Vskills Certified candidates” to employers.
- CVs of all Vskills Certified candidates is shared with relevant employers for employment - Vskills Certified candidates are a part of the Job Centre for Life
- Vskills provides supplementary preparation material (hard copy or online videos) to candidate for easing the process of preparation.
- Vskills assessment exams are structured and regularly updated according to the industry standards
- Vskills Certifications do not require any time commitment since it is only a test and not classroom teaching.
- Vskills Certifications open avenues for candidates in various sectors
- Vskills Certifications provide an opportunity to get certified in areas where you are not formally educated
- Vskills Certifications greatly enhance the chances of employment

What is the duration of the course?

There is NO course duration for all certification exam. Exams are conducted on monthly basis and candidate has the flexibility to select the exam date from Exam Calender as per their per feasibility. Student can give the exam any time between 1 year from the date of enrollment.

What is the eligibility for registration?

There is no minimum qualification for taking up Vskills Certification Exam, so it is for everyone – from day to day users to senior management, say - Employees - Employers - Students - Teachers - Businessmen and Entrepreneurs - Housewives/Retired Professionals, etc

What is the duration of the exam?

Vskills Certification Exam is for one hour (1 hour) duration.

What type of questions are asked in the exam?

Vskills Certification Exam has 50 multiple choice questions (1 marks each), with no negative marking.

What is the passing percentage?

Passing percentage is 50% i.e., 25 marks need to be scored in order to clear the exam.

When is the the exam conducted?

Vskills Certification Exams are conducted on monthly basis and candidate has the flexibility to select the exam date from Exam Calender as per their per feasibility.

How many attempts can I give for a certification exam?

One exam attempt per registration with no limit on re-appearance.

Can I reschedule the exam?

Yes, candidate can re-shedule the exam till the date of exam after paying the re-schedule fees.

If I fail, what is the procedure to be followed for reappearing in the exam?

In case a candidate is unable to clear the exam then, candidate can register for exam retake by paying for registration fees of Rs. 1250/- but no reading material is sent.

Does the exam is available only in India?

Candidates residing outside India can register for specific certifications as listed under the international students by appearing in online open book exam.

Can I take two or more certification exams at one time?

Yes, candidate can take two or more exams at one time.

How tough will be the paper?

The certification exam is meant to assess the ability of the student in the particular domain and checks entry level to medium level skills in that particular domain. If you know the domain area, and have studied the accompanying material well, you will have no difficulty in passing the exam.

Do you provide any sample questions?

Practice tests are provided under every certification.

What is the duration of the certification?

There is no minimum duration of certification. You may register when you want; we suggest that minimum 30 days should be kept to go over the material provided at the time of registration.

Is the exam available for international candidates?

Yes, candidates residing outside India can follow the process for international students.

What kind of placement support is provided?

Vskills provides placement support to certified candidates as - CVs of certified candidates are flagged on Monster India website as “Vskills Certified candidates” to employers. - CVs of certified candidates are also tagged on website as “Vskills Certified candidates” to employers. - CVs of all Vskills Certified candidates is shared with relevant employers for employment - Vskills Certified candidates are a part of the Job Centre for Life

In case I am unable to take the exam will my fees be refunded?

As a policy under no circumstances will the fees be refunded to the candidate after registration, unless there is a situation that is unavoidable.

When is the result declared?

Result indicating pass or fail is told to candidate after finishing of the exam. Hard copy certificate and performance report is sent to candidates who had cleared the exam. Soft copy certificate is also e-mailed.

Is the material provided by you sufficient from exam point of view or should I refer other sources?

The study material provided by Vskills is a guideline for your exam, but you can refer to other sources for further clarity on any topic.

Are there any classes provided by you to prepare for the exam?

Vskills does not offer classes for any certification exam. The candidates have to prepare on its own for the exam. NO CLASSES are provided by Vskills.

Do you charge extra for placement assistance?

There are no charges apart from the registration fees or exam re-take in case candidate is unable to clear the certification exam.


V skills

VSkills is a “skills testing” and certification exam conducted by - ICSIL, A Govt of India Undertaking and Govt of NCT Delhi Company. It is one of the largest manpower companies of the government of NCT Delhi. VSkills certifications help candidates quantify and prove their skills in a particular domain - skills that are valued by the employer and are in great demand. Your Vskills Certificate is a proof that you have the requisite knowledge and makes you job ready - which is why employers rate VSkills certifications and look for people who have them.

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