Coming soon
FUNDAMENTALS OF BRAND MANAGEMENT
This course will enable the students to develop an understanding of the underlying concepts, strategies and issues involved in managing brands.
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Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course Title |
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24MAM324 |
Fundamentals of Brand Management (Theory) |
CO289: Examine the basic concepts of brands, essential distinctions between brands and products CO290: Analyze brand perspectives including visual/verbal elements and the anatomy of a brand. CO291: Evaluate the dynamics between brands, consumers, buying decisions and indices (BDI & CDI). CO292: Assess brand identity from multiple perspectives and levels. CO293: Explore Brand Positioning concept and common positioning errors. CO294: 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 |
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.
Visual/Verbal, Positioning Value, Brand Image, Added Value, Perceptual Appeal & Brand Personality), Anatomy of a Brand- (The Perceptual & Product Concept)
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.
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.
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.
- Brand Aid: A Quick Reference Guide to Solving your Branding Problems and Strengthening 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
E resources
- Pearson Education (29 titles), Elibrary.in.pearson.com
- Consumer Behaviour and Branding, Kumar, S. Ramesh, http://ebookcentral.proquest.com/lib/iisuniv- ebooks/home.action
Journals
- Brand Management
- Marketing Management
