Strategic Brand Management

Paper Code: 
MAM 325
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Purpose of this course is to develop an understanding of the underlying concepts, strategies and issues involved in managing brands.

12.00

Stages of Brand Management
• Introduction
• Elaboration
• Fortification
Types of Brand and their stages
• Functional
• Symbolic
• Experiential
Brand Development Index and Category Development Index(BDI and CDI)

12.00

Branding Strategy
• Definition and factors affecting the branding strategy
Types of branding strategy
• Product Branding
• Line Branding
• Range Branding
• Umbrella Branding
• Source Double Branding
• Endorsement Branding
Strategy for building superior brands
• Identify segments
• Key drivers for buying
• Determining relative importance
• Sources of discriminative value

12.00

Line Extensions
• Meaning
• Significance
• Risks in line extension
Brand Extensions
• Meaning
• Importance
• Advantages and Disadvantages

12.00

Types of Brand Extensions
• Product form
• Companion product
• Customer form
• Company Expertise
• Brand Distinction
• Brand Image or Prestige
• Distinctive taste,
Ingredient or component
Brand Portfolio
• Flankers
• Cash Cows
• Low-end entry level
High-end prestige level

12.00

Brand Loyalty
Managing desired brand loyalty (maintaining brand associations)
Brand Elimination
• Systematic Approach
• Strategies (Merger, Sale, Milking and Outright elimination)

Essential Readings: 

1. Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi.,2007
2. Verma Harsh V, Brand Management, Excel Books, New Delhi, Second Edition.
3. Kotler/Keller/Koshy/Jha, Marketing Management, Prentice-Hall of India, New Delhi, Twelfth Edition.
4. Majumdar Ramanuj, Product Management in India, Prentice Hall of India, New Delhi, Third Edition.

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 and Ramaswamy, Marketing Management, Tata McGraw Hill Publishing Ltd., New Delhi., Second Edition.
5. Jain, Subash C, International Marketing Management, CBS publishers 7distirbutors New Delhi, Third Edition
6. Varshney R.L.and Bhattacharya B, International Marketing Management in Indian Perspectives Sultan Chand and Sons Publishers, New Delhi, Eighth Edition.
7. Al-Nab-Awiyya-Al-Sira, Protecting The Brands, Viva books
8. Noel Jean and Kapfere, The New Strategic Brand Management, Kogan Pages
9. Indian Journal of Marketing.
10. The ICFAI Journal of Brand Management, ICFAI University Press (Hyderabad).
11. ICFAI Journal of Management Research, ICFAI University Press (Hyderabad).
12. The Indian Journal of Commerce (ICA),Indian Commerce Association.
13. Vidura, Press Institute of India.
14. Media Mimansa, Makhanlal Chaturvedi National University of Journalism, Bhopal.

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