Brand Equity and Valuation

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

Course outcome

Learning and teaching Strategies

Assessment Strategies

On completion of this course, the students will be able to;

CO 181. Analyze the concept of brand equity and advantages of creating strong brands.

Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning               assignments, presentations

Class test, Semesterend examinations, Quiz, Assignments, Presentation

CO 182. Evaluate thethree main ways to build brand equity by properly choosing brand elements, designing marketingprograms and activities.

 

CO 183.    Analyze the different holistic methods for valuing brand equity.

 

CO 184. Evaluate                            the multidimensionality of brand equity and theimportance of multiple methods to measure it.

 

CO 185.    Analyse and Measure and manage the brand equity.

 

CO 186. Evaluate the scope of Brand Management activity across the overall organisational context and analyse how it relates to other business areas.

 

 

12.00
Unit I: 
Customer based brand equity

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

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

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
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

12.00
Unit V: 
Managing Brand Equity

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

Essential Readings: 

• Strategic brand management, Keller,Ambi, Isaac Jacob,Prentice Hall of India, 2016
• 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
• Kapferer .J.N, The Strategic Brand Management-Advanced Insights & Strategic Thinking,5 edition,2012.
• Tapan K.Panda, Product and Brand Management,Oxford University Press,2016
• A.K.Chitale, Ravi Gupta, Product and Brand Management, PHI Learning LimitedDelhi, 2016
• Sangeeta Trott,Vinod V.Sople, Brand Equity An Indian Perspective,PHI LearningLimited Delhi, 2016

References: 

• Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G.,Tata McGrawHill, 2006
• Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalayan Publishing Houser, Edition 2012.
• Kevin Lane Keller ,Strategic brand management: building, measuring, and managing brand equity, Prentice Hall, 2013

E resources
• McGrawHill Publishers (23 titles), https://www.expresslibrary.mheducation.com/bookshelf
• Economic Outlook

Journals
• Brand Management
• Harvard Business Review

Academic Year: 
2022-2023
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