Fundamentals of Branding

Paper Code: 
ABM 102
Credits: 
3
Contact Hours: 
45.00
8.00
Unit I: 
Introduction

Concept of Brand
Brand Management, Brand and, Products, Importance of Brands

9.00
Unit II: 
Brand Perspectives

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

9.00
Unit III: 
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

10.00
Unit IV: 
Brand and Consumers

Buying Decisions, Perspectives on Consumer Behavior (Economic, Passive, Emotional & Cognitive)

9.00
Unit V: 
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

Essential Readings: 

• Dutta Kirti, Brand Management – Principles and Practices, Oxford University Press,2012
• 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
• Dutta Kirti, Brand Management – Principles and Practices, Oxford University Press,2012
• Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalyan Publishing Houser, Edition 2012.

Academic Year: 
2019-2020
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