Brand Equity

Paper Code: 
ABM 602
Credits: 
03
Contact Hours: 
45.00
Max. Marks: 
100.00
8.00

Brand Equity (Definition)
- Customer based brand equity(Keller’s framework)
- Brand Equity Models
Brand Asset Valuator
Aker Model
Brandz
Brand Resonance (Brand Resonance Pyramid)

9.00

Building Brand Equity
Choosing Brand Elements
- Brand Elements Choice Criteria
- Developing Brand Elements
Designing Holistic Marketing Activities
- Personalization
- Integration
- Internalization
Creating Brand Association
- Attribute association
- Benefit association
- Attitude association

9.00

Assets & Liabilities of Brand Equity
- Brand Loyalty
- Name awareness
- Perceived quality
- Association in addition to perceived quality
- Proprietary assets (patents & trademarks
- Brand Report Card (Kevin Lane Keller)

10.00

Measuring Brand Equity
- Brand Audit
- Brand Inventory
- Brand Exploratory
- Brand Tracking

9.00

Managing Brand Equity
- Brand Reinforcement
- Brand Revitalization
- Brand Crisis

Essential Readings: 

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

Academic Year: 
2018-2019
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