Purpose of this course is to develop an understanding of the underlying concepts, strategies and issues involved in managing brands.
Course Outcomes (COs):
Course |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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ABM 502 |
Brand Management (Theory)
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The students will be able to –
CO60: Demonstrate knowledge of the nature and processes of branding and brand management CO61: Evaluate the scope of brand management activity across the overall organizational context and analyze how it relates to other business areas. CO62: Appraise the key issues in managing a brand portfolio and making strategic brand decisions. CO63: Formulate and justify brand development decisions CO64: Analyze and discuss contemporary brand related problems and develop appropriate strategies and initiatives.
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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 |
Introduction, Elaboration, Fortification, Types of Brand & their stages, Functional, Symbolic, Experiential
Definition, Types of branding strategy, Product Branding, Line Branding, Range Branding, Umbrella Branding, Source Double Branding, Endorsement Branding, Factors affecting the branding strategy.
Meaning & Significance, Risks in Line Extensions, Brand Extensions, Meaning , Need / Importance 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
Concept, types, product hierarchy
Brand Portfolio, Flankers, Cash Cows, Low-end entry level High-end entry level