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FUNDAMENTALS OF BRAND MANAGEMENT [1]

Paper Code: 
25MAM324
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to develop an understanding of the underlying concepts, strategies and issues involved in managing brands.

 

Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

25MAM324

Fundamentals of Brand Management (Theory)

CO259: Examine            the            basic

concepts of brands, essential

distinctions  between  brands

and products

CO260:                 Analyze               brand

perspectives                           including

visual/verbal elements and the

anatomy of a brand.

CO261: Evaluate the dynamics

between brands, consumers,

buying decisions and indices (BDI & CDI).

CO262: Assess brand identity from multiple perspectives and

levels.

CO263:                 Explore               Brand

Positioning concept and common positioning errors.

CO264: 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: 
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: 
  • 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

 

References: 

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

Journals

  • Brand Management
  • Marketing Management

 

Academic Year: 
2025-2026 [3]

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[1] https://managementb.iisuniv.ac.in/courses/subjects/fundamentals-brand-management-1
[2] http://ebookcentral.proquest.com/lib/iisuniv-
[3] https://managementb.iisuniv.ac.in/academic-year/2025-2026