Brand Equity and Valuation

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

Brand Equity(Definition)
• Customer based brand equity (Keller’s Framework)
Brand Equity Models
• Brand asset Valuator
• Aker Model
• Brandz
• Brand Resonance (Brand Resonance Pyramid)

12.00

Building Brand Equity
• Choosing and developing brand elements
• Designing holistic marketing activities (personalization, integration and internalization)
• Creating brand association
(attribute, attitude and benefit)
Assets and Liabilities of Brand equity
(Patents and Trademarks)
Brand Report Card (Kevin Lane Keller)

12.00

Measuring Brand Equity
• Brand Audit (Brand inventory and exploratory)
• Brand Tracking
Managing Brand Equity
• Brand reinforcement
• Brand Revitalization
• Brand Crisis

12.00

Brand Valuation I
Cost Based Methods
• Historical Cost
• Replacement cost
• Market Value method
• Discounted Cash Flow method
• Brand contribution method
• Inter brand method

12.00

Brand Valuation II
Price based methods
• Price premium
• Market share equalization
• Price premium at indifference
Consumer based Methods
• Brand Knowledge
• Attribute rating
• Blind Test

Essential Readings: 

1. Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi.,2007
2. Verma Harsh V, Brand Management, Excel Books, New Delhi, Second Edition.
3. Kotler/Keller/Koshy/Jha, Marketing Management, Prentice-Hall of India, New Delhi, Twelfth Edition.
4. Majumdar Ramanuj, Product Management in India, Prentice Hall of India, New Delhi, Third Edition.

References: 

1. David Akkar, Managing Brand Equity, Prentice-Hall of India, New Delhi
2. Jimblythe, Marketing Communication, Prentice Hall of India, New Delhi
3. Chunawala S.A., Sethia K.C., Brand Management, Himalaya Publishing House, Mumbai.
4. Namakumari and Ramaswamy, Marketing Management, Tata McGraw Hill Publishing Ltd., New Delhi. Second Edition.
5. Jain, Subash C, International Marketing Management, CBS publishers 7distirbutors New Delhi, Third Edition
6. Varshney R.L.and Bhattacharya B, International Marketing Management in Indian Perspectives Sultan Chand and Sons Publishers, New Delhi, Eighth Edition.
7. Al-Nab-Awiyya-Al-Sira, Protecting The Brands, Viva books
8. Noel Jean and Kapfere, The New Strategic Brand Management, Kogan Pages
9. Indian Journal of Marketing.
10. The ICFAI Journal of Brand Management, ICFAI University Press (Hyderabad).
11. ICFAI Journal of Management Research, ICFAI University Press (Hyderabad).
12. The Indian Journal of Commerce (ICA), Indian Commerce Association.
13. Vidura, Press Institute of India.
14. Media Mimansa, Makhanlal Chaturvedi National University of Journalism, Bhopal.

  • Printer-friendly version
  • PDF version