Strategic Brand Management

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Dr. Noor Firdoos Jahan & Swetha N

ISBN-9789351638773

Bangalore University-BU, MBA, Fourth Semester
Syllabus
 
4.3.1: STRATEGIC BRAND MANAGEMENT
 
Module 1                                                                              8 Hours
Product Management: Product Planning and New Product Management- Product Portfolio Analysis - Market Attractiveness & Components of Market Attractiveness – Product Market Strategies - Product Life Cycle Stages And Corresponding Strategies – Competitor Analysis.
 
Module 2                                                                            10 Hours
Introduction to Brand Management: Brands vs. Products- Brand Management – Brand Components & Attributes- Significance Of Branding To Consumers & Firms – Selecting Brand Names- Brand Identity – Kepferer Brand Identity Prizm Model – Branding Challenges & Opportunities.
 
Module 3                                                                            12 Hours
Brand Equity: Concept – Types of Brands - Strategic Brand Management Process – Brand Attribute Management & Architecture – Brand Portfolio Strategy – Brand Extension and Stretching - Making A Brand Strong-Sources Of Brand Equity-The 4 Steps of Strong Brand Building- Aakers Brand Equity Model – Customer Based Brand Equity – Brand Leveraging, Brand Loyalty.
 
Module 4                                                                              8 Hours
Brand Positioning: Types of Positioning- Over, Under & Repositioning- Differentiation – Identifying Gaps Using Perceptual Maps -
Co-branding – Licensing – Celebrity Endorsement – Positioning Guidelines.
 
Module 5                                                                              8 Hours
Brand Audit and Valuation: Brand Audit - Internal Branding- Introduction to Brand Valuation – Components & Types of Valuation.
 
Module 6                                                                            10 Hours
Building Online Brands: Integrated Marketing Communication - The New Media Environment – Building and managing online Brands - Marketing Communication Options – Using Social Media to Build Brands – E-Commerce & Brands.
 
BU2021/MBA/4/05
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