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

10.00
Unit V: 
Advantages & Disadvantages of Brand Extensions

Brand Portfolio
- Flankers
- Cash Cows
- Low-end entry level
- High-end entry level

Essential Readings: 

1. Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi,2007
2. Verma Harsh V, Brand Management, Excel Books, New Delhi. Kotler/Keller/Koshy/Jha, Marketing Management, Prentice-Hall of India, New Delhi.
3. 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. Batra, Rajeev, Myres, John G. & Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi.
4. Mishra M.N., Sales Promotion & Advertising Management, Himalaya Publishing House, Mumbai.
5. Namakumari & Ramaswamy, Marketing Management, Tata McGraw Hill Publishing Ltd., New Delhi.
6. Jain, Subash C, International Marketing Management, CBS publishers 7 distributors New Delhi.
7. Varshney R.L.& Bhattacharya B, International Marketing Management in Indian Perspectives, Sultan Chand & Sons Publishers, New Delhi.

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