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PBA 1326 - Strategic Brand Management - Syllabus

This document outlines a course on strategic brand management. The course code is PBA1326 and it is worth 3 credits. The learning outcomes cover understanding key branding concepts, theories and models to build strong brands, applying branding principles to improve performance, conducting brand audits using primary and secondary research, and applying brand strategies for new and existing brands. The course is divided into 5 units that cover introduction to branding, building strong brands, marketing programs, measuring brand equity, and growing branding equity. It lists 5 reference books on strategic brand management.

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Indhu Ramachandran
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Download as PDF, TXT or read online on Scribd
83 views

PBA 1326 - Strategic Brand Management - Syllabus

This document outlines a course on strategic brand management. The course code is PBA1326 and it is worth 3 credits. The learning outcomes cover understanding key branding concepts, theories and models to build strong brands, applying branding principles to improve performance, conducting brand audits using primary and secondary research, and applying brand strategies for new and existing brands. The course is divided into 5 units that cover introduction to branding, building strong brands, marketing programs, measuring brand equity, and growing branding equity. It lists 5 reference books on strategic brand management.

Uploaded by

Indhu Ramachandran
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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COURSE CODE COURSE TITLE L T P C

PBA1326 STRATEGIC BRAND MANAGEMENT 3 0 0 3

LEARNING OUTCOMES

CO-1 Demonstrate understanding of key branding concepts and process to develop brand
strategy
CO-2 Describe various theories and models to build strong brand.
CO-3 Apply branding principles and marketing communication mix to improve brand
performance.
CO-4 Demonstrate the ability to conduct a brand audit using both primary and secondary
sources and propose strategic recommendations based on the audit results.
CO-5 Apply brand strategies to introduce new brands and managing brands over time.
CO-6 Work effectively as team to discuss, analyze, prepare and present a brand audit report

UNIT -1 INTRODUCTION 8

What is a Brand? – Brand vs. Product–Functions of Brand– Branding Challenges and Opportunities –
Brand Equity Concept – Customer based Brand Equity – Sources of Brand Equity - Strategic Brand
Management Process.

UNIT- 2 BUILDING STRONG BRAND 9

Identifying and Establishing Brand Positioning –Brand Mantra – Building Strong Brands – Brand
Building Blocks - Brand Resonance Model– Brand Value Chain.

UNIT -3 PLANNING AND IMPLEMENTING MARKETING PROGRAMS 8

Brand Elements– Integrated Marketing Communication –Advertising and Promotions – Online


Marketing – Events and Experiences – Mobile Marketing – Public Relations and Publicity – Brand
Leverage – Secondary Sources of Brand Knowledge – Co-Branding – Celebrity Endorsement.

UNIT – 4 MEASURING BRAND EQUITY 8

Conducting Brand Audits – Tracking Studies – Brand Equity Management System – Measuring
Sources of Brand Equity – Research Methods and Techniques – Measuring Outcome of Brand Equity
(Brand Performance) – Comparative Methods – Holistic Methods
UNIT- 5 GROWING AND SUSTAINING BRANDING EQUITY 9

Brand Architecture – Types of brands –Brand extension -Brand Portfolios – Brand Hierarchies –
Brand Reinforcement – Brand Revitalization – Building Global Brands
TOTAL SESSIONS 42

REFERENCE BOOKS:

1. Kevin L. Keller, Ambi Parameswaran and Isaac Jacob, Strategic Brand Management:
Building, Measuring and Managing, 4thEdition, Pearson. 2015.
2. Alice M. Tybout and Tim Calkins, Kellogg on Branding in a Hyper-Connected World,
Wiley, 2019.
3. David Aaker,Building Strong Brands, Simon & Schuster, 2010.
4. MoorthiY.L.R, Brand Management: The Indian Context, Vikas Publishing House, 2012.
5. Jean-Noël Kapferer, The New Strategic Brand Management: Advanced Insights and
Strategic Thinking, 5th Edition, Kogan Page, 2012

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