Fundamentals of Brand Management

Paper Code: 
MAM 324
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course outcomes

Learning and teaching Strategies

Assessment

Strategies

On completion of this course, the students will be able to;

 

CO 1: Understand key principles of branding

CO 2: Demonstrate knowledge of the nature and processes of branding and brand management

CO 3: Evaluate the scope of brand management activity across the overall organizational context and analyze how it relates to other business areas.

CO 4: Appraise the key issues in managing a brand portfolio and making strategic brand decisions

CO 5: Analyze and discuss contemporary brand related problems and develop appropriate strategies and initiatives.

CO 6: Create   learner’s knowledge of

branding frameworks, strategies and brandings role within business and society.

Approach in teaching: Interactive Lectures, GroupDiscussion, Tutorials, Case Study

Learning activities for thestudents: Self-learning assignments, presentation

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

 

12.00
Unit I: 

Introduction to brand:

Concept, nature, scope, characteristics of

branding. Stages of brand evolution, Difference between Brand and

Product. Types of brands. Brand Name decisions, brand name Creation Process.

 

12.00
Unit II: 

Brand Perspectives

Visual/Verbal, Positioning Value, Brand Image,

Added Value, Perceptual Appeal & Brand Personality), Anatomy of a Brand- (The Perceptual & Product Concept)

 

12.00
Unit III: 

Brand and Consumers

Buying Decisions, Perspectives on Consumer Behavior (Economic, Passive, Emotional & Cognitive) Customer Loyalty

Brand Development Index & Category Development Index (BDI & CDI), Valued Discrimination (Strategy for Building Superior Brands), Identify Segments, Key Drivers of Buying, Determining Relative Importance, Sources of Discriminative Value.

 

12.00
Unit IV: 

Brand Identity

Brand Identity Perspectives (Brand as a Product, an Organization, a Person & a Symbol) Brand Identity Levels (Inner & Outer Core & Brand Value Proposition)

Kapferers Brand Identity Prism.

 

12.00
Unit V: 

Brand Positioning

Concept, Objectives, 3 Cs of Positioning (Customer, Competitor & Company)

Competitive Frames of Reference, Point of Parity (POP) and Point of Difference (POD), Establishing Category Membership, Choosing POP’s and POD’s, Creating POP’s and POD’s.

Positioning Strategies: Meaning, Types of Positioning Strategies:, Attribute Positioning, Price/quality Positioning, Use or Application Positioning, User Positioning, Product Class Positioning, Competitive Positioning.

Errors in positioning.

*Case studies related to entire topics are to be taught.

 

Essential Readings: 
Essential readings
  • Brand Aid: A Quick Reference Guide to Solving your Branding Problems andStrengthening your Market Position, Brad VanAuken, AMACOM, 2014
  • Chandershekhar, K.S., Product Management- Text, Applications and Cases,Himalayan Publishing Houser, Edition 2012.
  • DuttaKirti, Brand Management – Principles and Practices, Oxford UniversityPress,2012
  • Kapferer .J.N, The Strategic Brand Management-Advanced Insights & StrategicThinking,5 edition,2012.
  • Rowels Daniel,Digital Branding, Kogan pages , 2018.
  • Building Strong Brands, David, A Aker, The Free Press, 1996

 

Suggested readings
  • Strategic brand management, Keller, Kevin Larie, Prentice Hall of India, 2003
  • Marketing and Branding: Indian Scenario, Kumar, Ramesh S., Pearson, 2007
  • Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G.,Tata McGrawHill, 2006
  • Kevin Lane Keller ,Strategic brand management: building, measuring, andmanaging brand equity,Prentice Hall, 2013
  • Brand Management; Harsh V Verma, 2nd, Excel Books, 2006
  • Positioning: The Battle for Your Mind, by Ries& Trout, 2001

 

References: 
E resources

 

Journals
  • Brand Management
  • Marketing Management

 

Academic Year: 
2023-2024
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