Fundamentals of Brand Management

Paper Code: 
MAM 227
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course outcomes

Learning and

teaching Strategies

Assessment

Strategies

On completion of this course, the students will be able to;

 

CO 89. Understand key principles of branding

CO 90. Demonstrate knowledge of the nature and processes of branding and brand management

CO 91. Evaluate the scope of brand management activity across the overall organizational context and analyze how it relates to otherbusiness areas.

CO 92. Appraise the key issues in managing a brand portfolio and making strategic brand decisions

CO 93. Analyze and discuss contemporary brand related problems and develop appropriate strategies and initiatives.

CO 94. Create               learner’s knowledge of

branding frameworks, strategies and brandings role within business and society.

Approach in teaching: Interactive Lectures, GroupDiscussion, Tutorials, Case Study

Learning activities for thestudents: Self-learning assignments, presentation

Class test, Semester end examinations, Quiz, Assignments, Presentation

 

12.00
Unit I: 

Introduction to brand:
Concept, nature, scope, characteristics of
branding. Stages of brand evolution, Difference between Brand and
Product. Types of brands. Brand Name decisions, brand name Creation Process.

12.00
Unit II: 

Brand Perspectives
Visual/Verbal, Positioning Value, Brand Image,
Added Value, Perceptual Appeal & Brand Personality), Anatomy of a Brand- (The Perceptual & Product Concept)

12.00
Unit III: 

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.

12.00
Unit IV: 

Brand Identity
Brand Identity Perspectives (Brand as a Product, an Organization, a Person & a Symbol) Brand Identity Levels (Inner & Outer Core & Brand Value Proposition)
Kapferers Brand Identity Prism.

12.00
Unit V: 

Brand Positioning
Concept, Objectives, 3 Cs of Positioning (Customer, Competitor & Company)
Competitive Frames of Reference, Point of Parity (POP) and Point of Difference (POD), Establishing Category Membership, Choosing POP’s and POD’s, Creating POP’s and POD’s.
Positioning Strategies: Meaning, Types of Positioning Strategies:, Attribute Positioning, Price/quality Positioning, Use or Application Positioning, User Positioning, Product Class Positioning, Competitive Positioning.
Errors in positioning.

*Case studies related to entire topics are to be taught.

Essential Readings: 

• Brand Aid: A Quick Reference Guide to Solving your Branding Problems andStrengthening your Market Position, Brad VanAuken, AMACOM, 2014
• Chandershekhar, K.S., Product Management- Text, Applications and Cases,Himalayan Publishing Houser, Edition 2012.
• DuttaKirti, Brand Management – Principles and Practices, Oxford UniversityPress,2012
• Kapferer .J.N, The Strategic Brand Management-Advanced Insights & StrategicThinking,5 edition,2012.
• Rowels Daniel,Digital Branding, Kogan pages , 2018.
• Building Strong Brands, David, A Aker, The Free Press, 1996

References: 

• Strategic brand management, Keller, Kevin Larie, Prentice Hall of India, 2003
• Marketing and Branding: Indian Scenario, Kumar, Ramesh S., Pearson, 2007
• Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G.,Tata McGrawHill, 2006
• Kevin Lane Keller ,Strategic brand management: building, measuring, andmanaging brand equity,Prentice Hall, 2013
• Brand Management; Harsh V Verma, 2nd, Excel Books, 2006
• Positioning: The Battle for Your Mind, by Ries& Trout, 2001

Academic Year: 
2022-2023
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