The course constructs on present communications and consumer behavior models. The aim of this course is to explore many of the issues facing a modern day brand manager. This course includes many concepts such as evaluation of brands, brands and their relationships with consumers, how to create brand equity and the tools required to manage equity over time. It helps the students in understand the key principles of branding, explain branding concepts and ideas in their own words and also conduct the measurement of brand equity and brand performance.