Brand Equity and Valuation

Paper Code: 
MAM 425
Credits: 
4
Contact Hours: 
4.00
Max. Marks: 
100.00
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: 
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: 
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: 
Unit III

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

12.00
Unit IV: 
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: 
Unit V

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

References: 

• 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: 
2021-2022
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