Brand Identity and Image

Paper Code: 
ABM 402
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Outcomes

Learning and teaching strategies

Assessment Strategies

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

 

CO47: Examine key concepts of brand identity and different brand identity perspectives

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

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.

 

 

9.00
Unit I: 

Brand Identity
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

12.00
Unit II: 

Brand Awareness
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)

8.00
Unit III: 

Brand Image
Introduction –Brand Image, Role of Various factors in brand building. Factors enhancing Brand image. Brand Image Development Process

8.00
Unit IV: 

Brand Personality
Concept of Brand Personality, Benefits of Brand Personality
Elements of Brand Personality, Dimensions of Brand Personality, Importance of Brand personality in brand Building

8.00
Unit V: 

Decline, ageing and revitalization
Factors of decline, ageing of brands, rejuvenating a brand
Brand Elimination- Systematic approach, Strategies (Merger, Sale, Milking & Outright Elimination)

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.
• 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

References: 

• 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

Academic Year: 
2022-2023
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