Coming soon
Strategic Brand Management
Purpose of this course is to develop an understanding of the underlying concepts, strategies and issues involved in managing brands.
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
Brand Extension Strategies:
Brand Extension Strategies: Concept, Types of Brand extensions, Factors affecting Brand extensions, Line extensions, Meaning ,significance, Risks in line extensions
Managing Brand Architecture:
Managing Brand Architecture: Brand architecture and Relationship between brands, Brand portfolio, Brand Hierarchy, Levels, Designing a Brand hierarchy
Managing Brands over Time:
Managing Brands over Time: Brand Challenges, Reinforcing Brands, Brand Revitalization
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
• 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
