Strategic Brand Management

Paper Code: 
MAM423
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students with expertise in designing, implementing, and managing effective branding strategies across diverse market segments and geographical boundaries, facilitating successful brand growth and expansion.

Course Outcomes: 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24MAM423

Strategic Brand Management (Theory)

CO652: Examine the Designing & Implementation of Branding Strategies.

CO653: Evaluate the brand extensions and factors influencing brands extensions.

CO654: Assess the relationship between brands and brand portfolio.

CO655: Analyse the  Management of Brands over Time, and brand challenges.

CO656: Appraise managing brands across different  market segments.

 

CO657: 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: 
Designing & Implementing Branding Strategies

Designing & Implementing Branding Strategies: Brand Management Process: Introduction & Phases, Defining Branding Strategy, Strategies for choosing a Brand Name, Branding Strategies for growth and opportunities

12.00
Unit II: 
Brand Extension Strategies

Brand Extension Strategies: Concept, Types of Brand extensions, Factors affecting Brand extensions, Line extensions, Meaning, significance, Risks in line extensions

12.00
Unit III: 
Managing Brand Architecture

 

Managing Brand Architecture: Brand architecture and Relationship between brands, Brand portfolio, Brand Hierarchy, Levels, Designing a Brand hierarchy

12.00
Unit IV: 
Managing Brands over Time

Managing Brands over Time: Brand Challenges, Reinforcing Brands, Brand Revitalization

12.00
Unit V: 
Managing Brands Over Geographical Boundaries and Market Segments

 

Managing Brands Over Geographical Boundaries and Market Segments: Regional Market segments, Other Demographic and Cultural segments, Introduction to Global Branding, Barriers to Global Branding, Advantages and disadvantages of Global Marketing Programs

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

Essential Readings: 

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
Brand Management; Harsh V Verma, 2nd, Excel Books, 2006
DuttaKirti, Brand Management – Principles and Practices, Oxford UniversityPress,2012
Chandershekhar, K.S., Product Management- Text, Applications and Cases,HimalyanPublishing Houser, Edition 2012.
Kotler Philip, Marketing Management, Edition 2016, Pearson, New Delhi

References: 

Suggested readings:

· Strategic brand management, Keller, Kevin Larie, Prentice Hall of India, 2003

· Product and Brand Management, Panda,Tapan k., Oxford University Press; First Edition (1 January 2016)

· Darwin's Brands : Adapting for Success, Halve, Anand, Sage Publications Pvt. Ltd; 1 edition (31 december 2011)

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

Academic Year: 
2024-2025
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