Strategic Brand Management

Paper Code: 
MAM 423
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course outcome

Learning and teaching strategies

Assessment

Strategies

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

CO 1: Create knowledge of the  nature and processes of branding and brand management.

CO 2: Evaluate the scope of brand management activity across the overall organizational context and analyze how it relates to other business areas.

CO 3: Appraise the key issues in managing a brand portfolio and making strategic brand decisions.

CO 4:             Formulate and justify brand development decisions

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

CO 6:             Analyse and learn key principles of Branding.

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: 
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

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)

 

References: 
E resources:
Journals:
  • Brand Management
  • Marketing Management

 

Academic Year: 
2023-2024
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