To give students in depth knowledge of various aspects concerning value and
Strength of the Brand that decides it’s worth.
Course Outcomes (COs):
Course |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
|
Paper Code |
Paper Title |
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ABM 602 |
Brand Equity and Valuation (Theory)
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The students will be able to –
CO75: Explain the concept of brand equity CO76: Evaluate different brand equity models and their importance. CO77: Review different holistic methods for valuing brand equity. CO78: Recognize the multidimensionality of brand equity and the importance of multiple methods to measure it. CO79: Measure and manage the brand equity.
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Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching
Learning activities for the students: Self learning assignments, Effective questions, Giving tasks |
Continuous assessment test, Semester end examinations, Quiz, tutorials, Assignments, Presentation, Individual and group projects |
(Definition)
Customer based brand equity(Keller’s framework), Brand Equity Models, Brand Asset Valuator, Aaker Model, Brand Resonance (Brand Resonance Pyramid)
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
Brand Loyalty, Name awareness, Perceived quality, Association in addition to perceived quality, Proprietary assets (patents & trademarks, Brand Report Card (Kevin Lane Keller)
Brand Valuation: 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
Brand Audit, Brand Inventory, Brand Exploratory, Brand Tracking
Managing Brand Equity
Brand Reinforcement, Brand Revitalization, Brand Crisis