Brand equity and Valuation

Paper Code: 
MAM 425
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

  1. 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

Course outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code-

Paper Title

CO 146.Explain the concept of brand equity and advantages of creating strong brands.

CO 147.Evaluate the three main ways to build brand equity by properly choosing brand elements, designing marketing programs and activities.

CO 148.Review different holistic methods for valuing brand equity.

CO 149.Recognize the multidimensionality of brand equity and the importance of multiple methods to measure it.

CO 150:Measure and manage the brand equity.

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

MAM 425

Brand equity and Valuation

 

12.00
Unit I: 
Customer based brand equity:

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

12.00
Unit II: 
Designing and Implementing Brand Marketing Programs:

Designing and Implementing Brand Marketing Programs:Choosing Brand Elements, Brand Elements Choice Criteria, Developing Brand Elements, Designing Holistic Marketing Activities, Personalization, Integration, Internalization, CreatingBrand Association, Attribute association, Benefit association, Attitude association

12.00
Unit III: 
Measuring and Interpreting Brand Performance:

Measuring and Interpreting Brand Performance: Brand Audit,Brand Inventory, Brand Exploratory, Brand Tracking

12.00
Unit IV: 
Measuring and Interpreting Brand Performance

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 atIndifference Consumer based Methods: Brand Knowledge, Attribute rating,Blind Test

12.00
Unit V: 
Managing Brand Equity:

Managing Brand Equity: Brand Reinforcement, BrandRevitalization, Brand Crisis, Brand report card (Kevin Lane Keller)

Essential Readings: 

• Strategic brand management, Keller,Ambi, Isaac Jacob,Prentice Hall of India, 2016
• Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G., Tata McGrawHill, 2006
• Brand Management; Harsh V Verma, 2nd, Excel Books, 2016
• Brand Aid: A Quick Reference Guide to Solving your Branding Problems and Strengthening your Market Position, Brad VanAuken, AMACOM, 2014
• Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalayan Publishing Houser, Edition 2012.
• Kapferer .J.N, The Strategic Brand Management-Advanced Insights & Strategic Thinking,5 edition,2012.
• Kevin Lane Keller ,Strategic brand management: building, measuring, and managing brand equity,Prentice Hall, 2013
• Tapan K.Panda, Product and Brand Management,Oxford University Press,2016
• A.K.Chitale, Ravi Gupta, Product and Brand Management, PHI Learning Limited Delhi, 2016
• Sangeeta Trott,Vinod V.Sople, Brand Equity An Indian Perspective,PHI Learning Limited Delhi, 2016

Academic Year: 
2020-2021
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