Brand Management

Paper Code: 
ABM 502
Credits: 
3
Contact Hours: 
45.00
8.00
Unit I: 
Stages of Brand Management

Introduction, Elaboration, Fortification, Types of Brand & their stages, Functional, Symbolic, Experiential

9.00
Unit II: 
Branding Strategy

Definition, Types of branding strategy, Product Branding, Line Branding, Range Branding, Umbrella Branding, Source Double Branding, Endorsement Branding, Factors affecting the branding strategy

9.00
Unit III: 
Line Extensions

Meaning & Significance, Risks in Line Extensions, Brand Extensions, Meaning , Need / Importance of Brand Extensions

9.00
Unit IV: 
Types of Brand Extensions

Product Form of Extension, Companion Product, Customer Form Extension, Company Expertise, Brand Distinction, Brand Image or Prestige, Distinctive Taste, Ingredient or Component, Advantages & Disadvantages of Brand Extensions

10.00
Unit V: 
Brand Hierarchy

Concept, types, product hierarchy
Brand Portfolio, Flankers, Cash Cows, Low-end entry level High-end entry level

Essential Readings: 

• Marketing and Branding: Indian Scenario, Kumar, Ramesh S., Pearson, 2007
• Strategic brand management, Keller, Kevin Larie, Prentice Hall of India, 2003
• Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G., Tata McGrawHill, 2006
• Brand Management; Harsh V Verma, 2nd, Excel Books, 2006
• Dutta Kirti, Brand Management – Principles and Practices, Oxford University Press,2012
• Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalyan
• Publishing Houser, Edition 2012.
• Kotler Philip, Marketing Management, Pearson 2014, New Delhi

Academic Year: 
2019-2020
  • Printer-friendly version
  • PDF version