Brand Equity

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

Customer based brand equity(Keller’s framework), Brand Equity Models, Brand Asset Valuator, Aaker Model, 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: 

• 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
• Dutta Kirti, Brand Management – Principles and Practices, Oxford University Press,2012
• Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalyan
Publishing House, Edition 2012.
• Kotler Philip, Marketing Management, Pearson, 2014New Delhi

Academic Year: 
2019-2020
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