Brand Equity and Valuation

Paper Code: 
MAM 425
Credits: 
4
Contact Hours: 
60.00
Objective: 

To give students in depth knowledge of various aspects concerning value and strength of the Brand that decides it’s worth.

12.00
Unit I: 
Customer based brand equity

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

12.00
Unit II: 
Designing and Implementing Brand Marketing Programs

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

12.00
Unit III: 
Measuring and Interpreting Brand Performance

Brand Audit, Brand Inventory, Brand Exploratory, Brand Tracking

12.00
Unit IV: 
Measuring and Interpreting Brand Performance

BrandValuation: Cost Based Methods, Historical Cost, Replacement cost, Market Value method, Discounted Cash Flow method, Brand contribution method, Inter brand method, Price based methods, Price premium, Market share equalization, Price premium at indifference
Consumer based Methods: Brand Knowledge, Attribute rating, Blind Test

12.00
Unit V: 
Managing Brand Equity

Brand Reinforcement, Brand Revitalization, Brand Crisis, Brand report card (Kevin Lane Keller)

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
• MiryalaDr. Ramesh Kumar, Brand Equity Strategies, Himalyan Publishing House,Edition 2012.
• Chandershekhar, K.S., Product Management- Text, Applications and Cases, HimalyanPublishing 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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