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BRAND IDENTITY AND IMAGE
Course Outcomes (COs):
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Course Outcomes |
Learning and teaching strategies |
Assessment Strategies |
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On completion of this course, the students will be able to;
CO47: Examine key concepts of brand identity and different brand identity perspectives CO48: Analyze the components of brand identity and various levels CO49: Appraise the key issues in managing brand awareness and making brand identity decisions. CO50: Describe the meaning of brand image and various factors involved in brand building.
CO51: Analyze the Importance of brand personality in brand building and to evaluate the brand elimination strategies. |
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 |
Concept, Brand Identity Perspectives (Brand as a Product, an Organization, a Person & a Symbol), Brand Identity Levels (Inner & Outer Core & Brand Value Proposition), Kapferer’s Brand Identity Prism, Aaker model
Brand Recognition (Direct & Indirect), Brand Recall (Aided & Unaided), Brand Image, Brand’s Primary Association
Brand Association, Simple Association Inventory, Relative Brand Image Profile Analysis, Attitude to The Brand Analysis (Tri-Component Attitude Model & Multi-Attribute Attitude to the Object Model)
Introduction –Brand Image, Role of Various factors in brand building.
Factors enhancing Brand image. Brand Image Development Process
Concept of Brand Personality, Benefits of Brand Personality
Elements of Brand Personality, Dimensions of Brand Personality, Importance of Brand personality in brand Building
Factors of decline, ageing of brands, rejuvenating a brand
Brand Elimination- Systematic approach, Strategies (Merger, Sale, Milking & Outright Elimination)
- 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.
- DuttaKirti, Brand Management – Principles and Practices, Oxford University Press,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
- 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
E resources
- Knowfree, https://knowfree.tradepub.com/
- Wikibooks, https://en.wikibooks.org/wiki/Main_Page
- Slideshare, https://www.slideshare.net/
Journals
- Journal of Marketing
- Marketing Management
