Basics of Brand Management

Paper Code: 
MAM 323
Credits: 
4
Contact Hours: 
60.00
Objective: 

The basic purpose of this subject is to integrate the basics of Branding to the students. This subject also incorporates the necessary knowledge of Branding laws

12.00
Unit I: 
Introduction to brand

Concept, nature, scope, characteristics of branding. History of brand evolution, Difference between Brand and Product Types of brands.Brand Name decisions, brand name Creation Process.

12.00
Unit II: 
Product Management & Product Offering Decisions

Marketing Mix and Product Strategy – Integrated Approach, Levels of a Product, Product-Mix Decisions, Product-line strategies, Packaging and Labeling Decisions. Characteristics of a successful product development, Challenges in new product development, New Product Development Process, Managing Product Life cycle

12.00
Unit III: 
Brand Identity

Brand Identity Perspectives, Brand Identity Levels, Kapferers Brand Identity Prism, Brand Name decisions, brand name Creation Process.

12.00
Unit IV: 
Brand Positioning

Concept, meaning, Key decisions in positioning,brand Positioning Strategies, Errors in positioning

12.00
Unit V: 
Digital Branding

Introduction, Emergence of virtual organization Internet, E-Commerce, and Mobile Commerce.
Building online brands, Building digital Brand experiences
Challenges of digital branding
Web Branding-Naming online brands, online brand Management

Essential Readings: 

• Marketing and Branding: Indian Scenario, Kumar, Ramesh S., Pearson, 2007
• Strategic brand management, Keller, Kevin Larie, Prentice Hall of India, 2003
• Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G., Tata McGrawHill, 2006
• Brand Management; Harsh V Verma, 2nd, Excel Books, 2006
• 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.
• Positioning: The Battle for Your Mind, by Ries& Trout, 2001
• DuttaKirti, Brand Management – Principles and Practices, Oxford University Press,2012
• Kapferer .J.N, The Strategic Brand Management-Advanced Insights & Strategic Thinking,5 edition,2012.
• Rowels Daniel,Digital Branding, Kogan pages , 2018.
• Kevin Lane Keller ,Strategic brand management: building, measuring, and managing brand equity,Prentice Hall, 2013
• Building Strong Brands, David, A Aker, The Free Press, 1996

Academic Year: 
2019-2020
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