Strategic Brand Management

Paper Code: 
MAM 423
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

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

 

 

Course Outcomes (COs):

Course

Course outcome (at course level)

Learning and teaching strategies

Assessment Strategies

  Paper

Code

Paper Title

CO 136.Demonstrate knowledge of the nature and processes of branding and brandmanagement.

CLO 137.Evaluate the scope of brand management activity across the overall organisationalcontext and analyse how it relates to other business areas.

CO 138.Appraise the key issues in managing a brand portfolio and making strategic branddecisions.

CO 139.Formulate and justify brand development decisions

CO 140.Analyse and discuss contemporary brand related problems and develop appropriatestrategies and initiatives.

 

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

 

 

MAM 423

 

Strategic Brand management

 

12.00
Unit I: 
Designing & Implementing Branding Strategies:

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:

Brand Extension Strategies: Concept, Types of Brand extensions, Factors affecting Brand extensions, Line extensions, Meaning ,significance, Risks in line extensions

12.00
Unit III: 
Managing Brand Architecture:

Managing Brand Architecture: Brand architecture and Relationship between brands, Brand portfolio, Brand Hierarchy, Levels, Designing a Brand hierarchy

12.00
Unit IV: 
Managing Brands over Time:

Managing Brands over Time: Brand Challenges, Reinforcing Brands, Brand Revitalization

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

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

Essential Readings: 

• 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: 
2020-2021
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