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Fundamental of Branding
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Course Outcomes |
Learning and teaching strategies |
Assessment Strategies |
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On completion of this course, the students will be able to;
CO5: Examine what a brand is, the various levels which make it up, and different types of brands |
Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching |
Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects |
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CO6: Demonstrate knowledge of the nature and fundamental concepts of brand development and management. |
Learning activities for the students: |
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CO7: Explain the process and various stages of brand evolution. |
Self learning assignments, Effective questions, |
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CO8: Interpret different brand perspectives and conceptual knowledge of anatomy of the brand. |
Simulation, Seminar presentation, Giving tasks. |
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CO9: Analyse the buying decisions and consumer behaviour |
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Introduction
Concept of Brand, Brand Management, Brand and, Products, Importance of Brands
Brand Perspectives
(Visual/Verbal, Positioning Value, Brand Image, Added Value, Perceptual Appeal & Brand Personality), Anatomy of a Brand- (The Perceptual & Product Concept)
Stages of Brand Evolution
Unbranded Goods, Brand as Reference, Brand as Personality, Brand as Icon, Brand as Company, Brand as Policy, Value Hierarchy- Physical, Informational, Spiritual
Brand and Consumers
Buying Decisions, Perspectives on Consumer Behavior (Economic, Passive, Emotional & Cognitive)
Customer Loyalty
Brand Development Index & Category Development Index (BDI & CDI), Valued Discrimination (Strategy for Building Superior Brands), Identify Segments, Key Drivers of Buying, Determining Relative Importance, Sources of Discriminative Value
• Brand Management; Harsh V Verma, 2nd, Excel Books, 2016
• Tapan K.Panda, Product and Brand Management, Oxford University Press,2016
• Dutta Kirti, Brand Management – Principles and Practices, Oxford University Press,2012
• Kapferer .J.N, The Strategic Brand Management-Advanced Insights & Strategic Thinking,5 edition,2012
• Strategic brand management, Keller,Ambi, Isaac Jacob,Prentice Hall of India, 2016
• Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswaram, M.G., Tata McGrawHill, 2006
• 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.
• Positioning: The Battle for Your Mind, by Ries& Trout, 2016
• 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
• Sangeeta Trott,Vinod V.Sople, Brand Equity An Indian Perspective, PHI Learning Limited Delhi, 2016
