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.

Reference BU2021/MBA/4/05

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