IIS University

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It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

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Admissions

It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

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Excellent education not only imparts knowledge, but also paves the way for a promising and successful career. The Placement Cell at The IIS University has numerous success stories to narrate in this regard...

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Taking the age-old tradition of enlightenment through education forward, The IIS University - in its continuous pursuit of excellence - firmly believes that an institution’s academic profile determines its worth and value. Therefore, on offer are a wide variety of both conventional and contemporary programmes of study.

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To stimulate curiosity and cater to the global needs of a dynamic education, The IIS University - since inception - has been promoting and encouraging research-based experiential learning among all its students.

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About Us

The IIS University, with its perfect amalgamation of innovation, inspiration and synergy, aims to be a model institution for students across disciplines and programmes.

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Brand Identity&Valuation | Advertising & Brand Management

Brand Identity&Valuation

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Paper Code: 
ABM402
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
9.00
Unit I: 
Brand Identity

Brand Identity
- Concept
- Brand Identity Perspectives (Brand as a Product, an Organization, a Person & a Symbol)
- Brand Identity Levels (Inner & Outer Core & Brand Value Proposition)
- Kapferer’s Brand Identity Prism

12.00
Unit II: 

Brand Awareness
- Brand Recognition(Direct & Indirect)
- Brand Recall (Aided & Unaided)
Brand Image
- Brand’s Primary Association
- Brand Association
- Simple Association Inventory
- Relative Brand Image Profile Analysis
- Attitude to The Brand Analysis(Tri-Component Attitude Model & Multi-Attribute Attitude to the Object Model)

8.00
Unit III: 
Brand Valuation

Brand Valuation
- Cost Based Method
- Historical Cost
- Replacement Cost
- Market value method
- Discounted cash flow method
- Brand contribution method
- Inter brand method
- Royalty Approach Method

8.00
Unit IV: 
Brand Valuation

Brand Valuation
- Price Based Method
- Price premium
- Market-share equalization
- Price-premium at indifference
- Consumer Based Method
- Brand knowledge
- Attribute rating
- Blind test

8.00
Unit V: 
Maintaining Desired Brand Association Brand Elimination

- Systematic approach
- Strategies (Merger, Sale, Milking & Outright
Elimination)

Essential Readings: 

1. Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi,2007
2. Verma Harsh V, Brand Management, Excel Books, New Delhi.
3. Kotler/Keller/Koshy/Jha, Marketing Management, Prentice-Hall of India, New Delhi.
4. David Akkar, Managing Brand Equity, Prentice-Hall of India, New Delhi

References: 

1. Jimblythe, Marketing Communication, Prentice Hall of India, New Delhi
2. Chunawala S.A., Sethia K.C., Brand Management , Himalaya Publishing House, Mumbai.
3. Namakumari& Ramaswamy, Marketing Management, Tata McGraw Hill Publishing Ltd., New Delhi.
4. Jain, Subash C, International Marketing Management, CBS publishers 7 distirbutors New Delhi.
5. Varshney R.L.& Bhattacharya B, International Marketing Management in Indian Perspectives Sultan Chand & Sons Publishers, New Delhi.
6. Batra, Rajeev, Myres, John G. & Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi.
7. Mishra M.N., Sales Promotion & Advertising Management, Himalaya Publishing House, Mumbai.

Academic Year: