Purpose of this course is to develop an understanding of the underlying concepts, importance and knowledge about brands.
Course Outcomes (COs):
Course |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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ABM 102
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Fundamentals of Branding (Theory)
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The students will be able to –
CO5: Understand what a brand is, the various levels which make it up, and different types of brands CO6: Demonstrate knowledge of the nature and fundamental concepts of brand development and management. CO7: Explain the process and various stages of brand evolution. CO8: Use of different brand perspectives and conceptual knowledge of anatomy of the brand. CO9: Analyse the buying decisions and consumer behaviour |
Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching
Learning activities for the students: Self learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks. |
Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects |
Concept of Brand, Brand Management, Brand and, Products, Importance of Brands
(Visual/Verbal, Positioning Value, Brand Image, Added Value, Perceptual Appeal & Brand Personality), Anatomy of a Brand- (The Perceptual & Product Concept)
Unbranded Goods, Brand as Reference, Brand as Personality, Brand as Icon, Brand as Company, Brand as Policy, Value Hierarchy- Physical, Informational, Spiritual
Buying Decisions, Perspectives on Consumer Behavior (Economic, Passive, Emotional & Cognitive)
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