Scribd
Upload
57 views4 pages

06 - Brand Management-2022

The document outlines the course objectives, prerequisites, content, and textbooks for a Brand Management course. The course aims to help students understand key brand concepts like positioning, resonance, identity and equity. It is divided into 5 units that cover opening perspectives on branding, developing brand strategy, choosing brand elements, growing brand equity, and measuring brand performance. Students will complete quizzes, exams and a case study presentation to assess their comprehension of the material.

Uploaded by

shivam garg
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
57 views4 pages

06 - Brand Management-2022

The document outlines the course objectives, prerequisites, content, and textbooks for a Brand Management course. The course aims to help students understand key brand concepts like positioning, resonance, identity and equity. It is divided into 5 units that cover opening perspectives on branding, developing brand strategy, choosing brand elements, growing brand equity, and measuring brand performance. Students will complete quizzes, exams and a case study presentation to assess their comprehension of the material.

Uploaded by

shivam garg
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 4

BRAND MANAGEMENT

Course Objectives:

1. To make students understand the roles of Brands in Marketing.


2. To make students understand the Concept of Brand Positioning, Brand Resonance
and Value Chain.
3. To make students understand the Concept of, Brand Identity, Brand Personality
and Brand Image.
4. To make students understand different Brand Elements and Branding Strategies in
Detail.
5. To make students understand the Concept and Models of Brand Value Creation
and Measuring Brand Equity.

Pre Requisites:

The student should be well acquainted with all the basic theories of marketing, which will
be helpful to generate clear understanding of Brand Management course.

Content:

UNIT-I: Opening Perspectives

1. Brands and Brand Management (1.5 Hours)

(a) History & Basics of Branding

(b) Brands versus Products

2. Classification (1.5 Hours)

(a) Can anything be branded?

(b) Branding Challenges & Opportunities

3. Importance (1.5 Hours)

(a) Why do brands matter?

(b) Importance to Firms & Consumer

UNIT- II: Developing a Brand Strategy & Brand Positioning

4. Segmentation (1.5 Hours)

(a) Process of Segmentation

(b) Criteria for Segmentation

Page 1 of 4
(c) Types of Segmentation & Levels

(d) Targeting

5. Positioning (3 Hours)

(a) POP, POD: Points-of-Parity Associations and Points-of-Difference


Associations

(c) Defining and communicating the Competitive Frame of Reference

(d) Choosing Points-of-Difference

(e) Establishing Points-of-Parity and Points-of-Difference

(f) Brand Essence & Brand Mantra

6. Brand Resonance & Value Chain (3 Hours)

(a) Building a Strong Brand

(b) The CBBE Model

• Brand Salience

• Brand Performance

• Brand Imagery

• Brand Judgements

• Brand Feelings

• Brand Resonance

(c) Brand Value Chain

QUIZ: It covers from Unit no 1 & 2 of the syllabus.

UNIT-III: Designing & Implementing Brand Marketing Program Choosing Brand


Elements.

7. Criteria for Choosing Brand Elements (3 Hours)

(a) Criteria for Choosing Brand Element-Memorability, Meaningfulness,


Likability, Transferability, Adaptability, Protectability.

(b) Brand Elements- Brand Names, URL’s, Logos & Symbols, Characters,

Page 2 of 4
Slogans, Jingles, Packaging.

8. Brand Identity & Personality (5 Hours)

(a) Brand Identity Framework (Kapferer Prism)

(b) Identity vs. Image

(c) Brand Personality


CLASS TEST: It covers from Unit no 1 to 3 of the syllabus.
UNIT-IV: Growing and Sustaining Brand Equity

09. Designing and Implementing Brand Architecture Strategies) (2.5 Hours)

(a) Brand Extension

(b) Why Marketers use Brand Extensions

(c) Types of Brand Extensions

(d) Advantages & Disadvantages of Brand Extensions

(e) Brand Portfolio

(f) Brand Architecture Concept


CASE STUDY PRESENTATION / QUIZ: It covers from Unit no 1 to 4 of the
syllabus.
UNIT-V: Measuring & Interpreting Brand Performance

10. Developing a Brand Equity Measurement & Management System (3 Hours)

(a) Conducting brand audit

(b) Developing a brand tracking studies

(c) Establishing a brand equity management system

11. Creating & Measuring Customer Value (3.5 Hours)


(a) Measuring Brand Equity
(b) Concept of Brand Valuation

(c) Models of Brand Valuation-Cost Based, Price Based, Consumer Based


END-TERM EXAMINATIONS: It covers from Unit no 1 to 5 of the syllabus.
Total (32 Hours)

Page 3 of 4
Textbook(s):

1. Strategic Brand Management, Kevin Lane Keller/Pearson/4th Edition/ ISBN:


9780273779414, 0273779419.

References Books: (R)

1. Managing Brand Equity, David A. Aaker/ Free Press/ 9780029001011, 0029001013

2. Brand Management, YLR Moorthy / Vikas Publications/ 9780029001011,


0029001013

3. Positioning: Battle for the Mind, Al Ries and Jack Trout/Mcgraw Higher Ed/
9780070533752,007053375X

4. Brand Positioning, Subrata Sengupta/Tata McGraw Hill/ 0070581592,


9780070581593

5. Strategic Brand Management, Noel Kapferer / Free Press/0029170451,978-


0029170458

Page 4 of 4

You might also like