Introduction
- Concept of Brand
- Brand Management
- Brand and Products
Brand Perspectives
- (Visual/Verbal ,Positioning Value, Brand Image,
- Added Value, Perceptual Appeal & Brand Personality)
- Anatomy of a Brand- (The Perceptual & Product Concept)
- Importance of Brands
Stages of Brand Evolution
- Unbranded Goods
- Brand as Reference
- Brand as Personality
- Brand as Icon
- Brand as Company
- Brand as Policy
- Value Hierarchy- Physical, Informational, Spiritual
Brand and Consumers
- Buying Decisions
- Perspectives on Consumer Behavior (Economic, Passive, Emotional & Cognitive)
Customer Loyalty
- Brand Development Index & Category Development Index(BDI & CDI)
- Valued Discrimination(Strategy for Building Superior Brands)
- Identify Segments
- Key Drivers of Buying
- Determining Relative Importance
- Sources of Discriminative Value
1. Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi.,2007
2. Verma Harsh V, Brand Management, Excel Books, New Delhi.
3. Kotler/Keller/Koshy/Jha, Marketing Management, Prentice-Hall of India, New Delhi.
1. David Akkar, Managing Brand Equity, Prentice-Hall of India, New Delhi
2. Jimblythe, Marketing Communication, Prentice Hall of India, New Delhi
3. Chunawala S.A., Sethia K.C., Brand Management, Himalaya Publishing House, Mumbai.
4. Namakumari & Ramaswamy, Marketing Management, Tata McGraw Hill Publishing Ltd., New Delhi.
5. Jain,Subash C, International Marketing Management, CBS publishers 7 distributors New Delhi.
6. Varshney R.L.& Bhattacharya B, International Marketing Management in Indian Perspectives Sultan Chand & Sons Publishers, New Delhi.
7. Noel Jean & Kapfere, The New Strategic Brand Management, Kogan Pages
Links:
[1] https://advertising.iisuniv.ac.in/courses/subjects/fundamentals-branding
[2] https://advertising.iisuniv.ac.in/academic-year/2018-2019