Strategic Brand Management

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

Course outcome

Learning and teaching strategies

Assessment Strategies

On completion of this course, the students will be able to;

 

CO 169.  Create knowledge of the nature and processes of branding and brand management.

Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study

Learning activities for thestudents:

Self-learning assignments, presentations

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

CO 170. Evaluate the scope of brand management activity across the overall organizational context and analyze how it relates to other business areas.

 

CO 171. Appraise the key issues in managing a brand portfolio and making strategic brand decisions.

 

CO 172.        Formulate and justify brand developmentdecisions

 

CO 173. Analyse and discuss contemporary brand related problems and develop appropriate strategies and initiatives.

 

CO 174.        Analyse    and    learn    key principles of Branding.

 

 

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.
*Case studies related to entire topics are to be taught.

Essential Readings: 

• Marketing and Branding: Indian Scenario, Kumar, Ramesh S., Pearson, 2007
• 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 UniversityPress,2012
• Chandershekhar, K.S., Product Management- Text, Applications and Cases,HimalyanPublishing Houser, Edition 2012.
• Kotler Philip, Marketing Management, Edition 2016, Pearson, New Delhi

References: 

• Strategic brand management, Keller, Kevin Larie, Prentice Hall of India, 2003
• Product and Brand Management, Panda,Tapan k., Oxford University Press; First Edition (1 January 2016)
• Darwin's Brands : Adapting for Success, Halve, Anand, Sage Publications Pvt. Ltd; 1 edition (31 december 2011)

E resources

• Pearson Education (29 titles), Elibrary.in.pearson.com
• Consumer Behaviour and Branding, Kumar, S. Ramesh, http://ebookcentral.proquest.com/lib/iisuniv-ebooks/home.action

Journals

• Brand Management
• Marketing Management

Academic Year: 
2022-2023
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