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: 
2018-2019
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