Fundamentals of Brand Management

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

Course Objectives:

  1. To impart the basics of knowledge of branding and its related concepts

 

Course Outcomes (COs):

Course

Course outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code-

 

 

Paper Title

CO 76.Demonstrate knowledge of the nature and processes of branding and brand management

CO 77.Evaluate the scope of brand management activity across the overall organisational context and analyse how it relates to other business areas.

CO 78.Appraise the key issues in managing a brand portfolio and making strategic brand decisions

CO 79.Analyse and discuss contemporary brand related problems and develop appropriate strategies and initiatives.

CO80 Develop learner’s knowledge of branding frameworks, strategies and brandings role within business and society.

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning assignments, presentations

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

MAM 227

 

Fundamentals of Brand Management

 

12.00
Unit I: 
Introduction to brand

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

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: 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:

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.

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
• 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, 2001
• DuttaKirti, Brand Management – Principles and Practices, Oxford University Press,2012
• Kapferer .J.N, The Strategic Brand Management-Advanced Insights & Strategic Thinking,5 edition,2012.
• Rowels Daniel,Digital Branding, Kogan pages , 2018.
• Kevin Lane Keller ,Strategic brand management: building, measuring, and managing brand equity,Prentice Hall, 2013
• Building Strong Brands, David, A Aker, The Free Press, 1996

Academic Year: 
2020-2021
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