Strategic Brand Management

Paper Code: 
MAM 423
Credits: 
4
Contact Hours: 
60.00
Objective: 

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

12.00
Unit I: 
Designing & Implementing Branding Strategies

Brand Management Process: Introduction & Phases, Defining Branding Strategy, Strategies for choosing a Brand Name, Branding Strategies for growth and opportunities

12.00
Unit II: 
Brand Extension Strategies

Concept, Typesof Brand extensions, Factors affecting Brand extensions, Line extensions, Meaning ,significance, Risks in line extensions

12.00
Unit III: 
Managing Brand Architecture

Brand architecture and Relationship between brands, Brand portfolio, BrandHierarchy, Levels, Designing a Brand hierarchy

12.00
Unit IV: 
Managing Brands over Time

Brand Challenges, Reinforcing Brands, Brand Revitalization

12.00
Unit V: 
Managing Brands Over Geographical Boundaries and Market Segments

Regional Market segments, Other Demographic and Cultural segments, Introduction to Global Branding, Barriers to Global Branding, Advantages and disadvantages of Global Marketing Programs

References: 

• 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
• DuttaKirti, Brand Management – Principles and Practices, Oxford University Press,2012
• Chandershekhar, K.S., Product Management- Text, Applications and Cases, HimalyanPublishing Houser, Edition 2012.
• Kotler Philip, Marketing Management, Edition 2016 ,Pearson, New Delhi

Academic Year: 
2019-2020
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