Brand Identity & Valuation

Paper Code: 
ABM402
Credits: 
3
Contact Hours: 
45.00
9.00

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

12.00

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

Brand Valuation
- Cost Based Method
- Historical Cost
- Replacement Cost
- Market value method
- Discounted cash flow method
- Brand contribution method
- Inter brand method
- Royalty Approach Method

8.00

Brand Valuation
- Price Based Method
- Price premium
- Market-share equalization
- Price-premium at indifference
- Consumer Based Method
- Brand knowledge
- Attribute rating
- Blind test

8.00

Maintaining Desired Brand Association
Brand Elimination
- Systematic approach
- Strategies (Merger, Sale, Milking & Outright
Elimination)

Essential Readings: 

1. Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi,2007
2. Verma Harsh V, Brand Management, Excel Books, New Delhi.
3. Kotler/Keller/Koshy/Jha, Marketing Management, Prentice-Hall of India, New Delhi.
4. David Akkar, Managing Brand Equity, Prentice-Hall of India, New Delhi.

References: 

1. Jimblythe, Marketing Communication, Prentice Hall of India, New Delhi
2. Chunawala S.A., Sethia K.C., Brand Management , Himalaya Publishing House, Mumbai.
3. Namakumari& Ramaswamy, Marketing Management, Tata McGraw Hill Publishing Ltd., New Delhi.
4. Jain, Subash C, International Marketing Management, CBS publishers 7 distirbutors New Delhi.
5. Varshney R.L.& Bhattacharya B, International Marketing Management in Indian Perspectives Sultan Chand & Sons Publishers, New Delhi.
6. Batra, Rajeev, Myres, John G. & Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi.
7. Mishra M.N., Sales Promotion & Advertising Management, Himalaya Publishing House, Mumbai.

Academic Year: 
2015-2016
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