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

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)
- Importance of Brands

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: 

1. Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi.,2007
2. Verma Harsh V, Brand Management, Excel Books, New Delhi.
3. Kotler/Keller/Koshy/Jha, Marketing Management, Prentice-Hall of India, New Delhi.

References: 

1. David Akkar, Managing Brand Equity, Prentice-Hall of India, New Delhi
2. Jimblythe, Marketing Communication, Prentice Hall of India, New Delhi
3. Chunawala S.A., Sethia K.C., Brand Management, Himalaya Publishing House, Mumbai.
4. Namakumari & Ramaswamy, Marketing Management, Tata McGraw Hill Publishing Ltd., New Delhi.
5. Jain,Subash C, International Marketing Management, CBS publishers 7 distributors New Delhi.
6. Varshney R.L.& Bhattacharya B, International Marketing Management in Indian Perspectives Sultan Chand & Sons Publishers, New Delhi.
7. Noel Jean & Kapfere, The New Strategic Brand Management, Kogan Pages

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