BRAND EQUITY AND VALUATION

Paper Code: 
MAM425
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to assess customer-based brand equity, brand marketing program design, evaluation methods, and effective brand management strategies, enabling strategic brand enhancement in dynamic markets.

Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and teaching

strategies

Assessment Strategies

Course Code

Course Title

24MAM425

BRAND EQUITY AND VALUATION

(Theory)

CO664: A n a l y z e  brand equity models in creating strong brand equity.

CO665: Apply advanced skills in Designing and Implementing Brand Marketing Programs.

CO667: Evaluate Brand Performance through advanced techniques.

CO668:  Appraise the  brand performance

CO669:  Manage brand equity through reinforcement, revitalization,  and crisis management.

CO670: Contribute effectively in course-specific interaction

Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study Learning activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

 

12.00
Unit I: 
Customer based brand equity

 

Customer based brand equity: Brand Equity (Definition), Customer based brand equity (Keller’s framework), Brand Equity Models Brand Asset Valuator, Aaker Model, Brand Resonance Pyramid

12.00
Unit II: 
Designing and Implementing Brand Marketing Programs

 

Designing and Implementing Brand Marketing Programs: Choosing Brand Elements, Brand Elements Choice Criteria, Developing Brand Elements, Designing Holistic Marketing Activities, Personalization, Integration, Internalization, Creating Brand Association, Attribute association, Benefit association, Attitude association

12.00
Unit III: 
Measuring and Interpreting Brand Performance

 

Measuring and Interpreting Brand Performance: Brand Audit, Brand Inventory, Brand Exploratory, Brand Tracking.

12.00
Unit IV: 
Measuring and Interpreting Brand Performance

 

Measuring and Interpreting Brand Performance

Brand Valuation: Cost Based Methods, Historical Cost, Replacement cost, Market Value method, Discounted Cash Flow method, Brand contribution method, inter brand method, Price based methods,

Price premium, Market share equalization, Price premium at Indifference Consumer based Methods: Brand Knowledge, Attribute rating, Blind Test

12.00

Managing Brand Equity: Brand Reinforcement, Brand Revitalization, Brand Crisis, Brand report card (Kevin Lane Keller)

Essential Readings: 

· Strategic brand management, Keller,Ambi, Isaac Jacob,Prentice Hall of India, 2016

· Brand Management; Harsh V Verma, 2nd, Excel Books, 2016

· Brand Aid: A Quick Reference Guide to Solving your Branding Problems and Strengthening your Market Position, Brad VanAuken, AMACOM, 2014

· Kapferer .J.N, The Strategic Brand Management-Advanced Insights & Strategic Thinking, 5 edition, 2012.

· Tapan K.Panda, Product and Brand Management,Oxford University Press,2016

· A.K.Chitale, Ravi Gupta, Product and Brand Management, PHI Learning LimitedDelhi, 2016

· Sangeeta Trott,Vinod V.Sople, Brand Equity An Indian Perspective,PHI LearningLimited Delhi, 2016

References: 

Suggested readings

· Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G.,Tata McGrawHill, 2006

· Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalayan Publishing Houser, Edition 2012.

· Kevin Lane Keller ,Strategic brand management: building, measuring, and managing brand equity, Prentice Hall, 2013

E resources

· McGrawHill Publishers (23 titles), https://www.expresslibrary.mheducation.com/bookshelf

· Economic Outlook

Journals

· Brand Management

Harvard Business Review

Academic Year: 
2024-2025
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