Brand Equity

Paper Code: 
ABM 602
Credits: 
3
Contact Hours: 
45.00
8.00
Unit I: 
Brand Equity

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
Unit II: 
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
Unit III: 
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
Unit IV: 
Measuring Brand Equity

- Brand Audit
- Brand Inventory
- Brand Exploratory
- Brand Tracking

9.00
Unit V: 
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.
3. Batra, Rajeev, Myres, John G. & Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi.
4. Mishra M.N., Sales Promotion & Advertising Management, Himalaya Publishing House, Mumbai.
5. Namakumari & Ramaswamy, Marketing Management, Tata McGraw Hill Publishing Ltd., New Delhi.
6. Jain, Subash C, International Marketing Management, CBS publishers 7 distributors New Delhi.
7. Varshney R.L.& Bhattacharya B, International Marketing Management in Indian Perspectives, Sultan Chand & Sons Publishers, New Delhi.

Academic Year: