Fundamentals of Branding

Paper Code: 
ABM 102
Credits: 
3
Contact Hours: 
3.00
Max. Marks: 
100.00
Objective: 

Course Objectives: 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

Paper Code

Paper Title

 

 

 

ABM 102

 

 

 

Fundamentals of Branding   

(Theory)

 

 

 

 

 

The students will  –

 

CO5: Examine 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: Interpret 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

 

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: 
  • Strategic brand management, Keller,Ambi, Isaac Jacob,Prentice Hall of India, 2016
  • Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G., Tata McGrawHill, 2006
  • Brand Management; Harsh V Verma, 2nd, Excel Books, 2016
  • 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, 2016
  • DuttaKirti, Brand Management – Principles and Practices, Oxford University Press,2012
  • Kapferer .J.N, The Strategic Brand Management-Advanced Insights & Strategic Thinking,5 edition,2012.
  • Kevin Lane Keller ,Strategic brand management: building, measuring, and managing brand equity,Prentice Hall, 2013
  • Tapan K.Panda, Product and Brand Management, Oxford University Press,2016
  • A.K.Chitale, Ravi Gupta, Product and Brand Management, PHI  Learning Limited Delhi, 2016
  • Sangeeta Trott,Vinod V.Sople, Brand Equity An Indian Perspective, PHI  Learning Limited Delhi, 2016
Academic Year: 
2021-2022
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