"A brand is a perceptual entity rooted in reality, but it is more than that-" Kevin L. Keller
The focus is on studying and creating brand equity by giving a common denominator to understand and analyze various strategic consumer based frameworks. Various developments in the theoretical frameworks along with practical insights from projects provide a deeper understanding of brand leadership.
The pedagogy focuses on studying strategic thinking along with skillsets in choosing brand elements, to build and measure the same. Through a method of case studies, and theoretical frameworks, the changing scenario of technological, global and economic factors in Brand leadership are addressed.