STRATEGIC BRAND MANAGEMENT VTU MBA 4TH SEM

Syllabus

Course Code: 22MBAMM403

 Strategic Brand Management

Module 1                                                                                                             (7 Hours)

Introduction: Meaning of Brand, Concepts, Evolution of Brands, Functions of Brand to Consumer, Role of Brand-Advantages of Brand, Product Vs Brand. Branding- Meaning, Creation of Brands through Goods, Services, people, Organisation, Retail Stores, Places, Online, Entertainment, Ideas, Challenges to Brand Builders. Brand Management-Meaning & Definition. Strategic Brand Management Process-Meaning, Steps in Brand Management Process, Strong Indian Brands.

Module 2                                                                                                             (5 Hours)

Meaning, Model of CBBE: Brand Equity: Meaning, Sources, Steps in Building Brands, Brand Building Blocks Resonance, Judgments, Feelings, Performance, Imagery, Salience-Brand Building Implications, David Aaker’s Brand Equity Model. Brand Identity & Positioning: Meaning of Brand Identity, Need for Identity & Positioning, Dimensions of Brand Identity, Brand Identity Prism. Brand Positioning: Meaning, Point of Parity & Point of Difference, Positioning Guidelines, Brand Value: Definition, Core Brand Values, Brand Mantras, Internal Branding.

Module 3                                                                                                             (7 Hours)

Meaning of Brand Knowledge: Dimensions of Brand Knowledge, Meaning of Leveraging Secondary Brand Knowledge & Conceptualizing the Leverage Process. Criteria for Choosing Brand Elements, Options & Tactics for Brand Elements-Brand Name, Naming Guidelines, Naming Procedure, Awareness, Brand Associations, Logos & Symbols & their Benefits, Characters & Benefits, Slogans & Benefits, Packaging. Leveraging Brand Knowledge.

Module 4                                                                                                             (7 Hours)

Brand Hierarchy, Branding Strategy, Brand Extension and Brand Transfer, Managing Brands Overtime. Brand Architecture and Brand Consolidation. Brand Imitations: Meaning of Brand Imitation, Kinds of Imitations, Factors Affecting Brand Imitation, Imitation Vs Later Market Entry, First Movers Advantages, Free Rider Effects, Benefits for Later Entrants, Imitation Strategies.

Module 5                                                                                                             (7 Hours)

Establishing Brand Equity Management Systems. Methods for Measuring Brand Equity[1]Quantitative Techniques & Quantitative Techniques, Making Brands go Global: Geographic Extension, Sources of Opportunities for Global Brand, Single Name to Global Brand, Consumers & Globalization, Conditions Favoring Marketing, Barriers to Globalization, Managerial Blockages.

Module 6                                                                                                             (7 Hours)

Global Branding: Organisation for a Global Brand, Pathways to Globalization. Luxury Brand Management: Luxury Definition and Relativity, Luxury Goods and Luxury Brands, Basic Psychological Phenomena Associated with Luxury Purchase, Luxury Marketing Mix, Luxury Retail, International Luxury Markets: Historical Leaders and Emerging Countries.