Strategic Brand Management

Syllabus

 MM-305:   Strategic Brand Management

Max. Marks: 100                                                                                                                                    External: 70

Time: 3 Hours                                                                                                                          Internal: 30                                                                                               Course Contents:

Brand: Definition, Evolution of Brands, Functions of Brand, Branding Challenges and Opportunities; Brand Name Decisions; Brand Value: Definition, Core Brand Values. Value Creation, Porter's Value Chain; Customer-based Brand Equity: Building Strong Brands and Creating Customer Value

Brand Personality: Dimensions of Brand Personality, Process of Personality Creation; Brand Protection; Brand Equity and Brand Image- Defining Brand Equity, Brand Image Constellation, and Brand Image Dimensions;  Brand Extension Decisions- Line Extension, Line Extension Trap, Brand Extension Causes and Types, Brand Extendibility.

Brand Identity: Concept, Levels and Perspectives of Brand Identity, Brand Identity Prism; Brand Positioning - Meaning, Point of Parity & Point of Difference, Positioning Guidelines and Re-launch

Managing the Brands Overtime: Functional Brands, Symbolic Brands, Experiential Brands, Concept Management, Forces Affecting Brands, Brands Revitalization and Brand Elimination;

Brand Valuation: Meaning, Approaches of Brand Valuation; Cost-based Approach, Market-based Approach, Royalty Approach, Discounted Cash flow Approach, Interbrand Approach, Choosing the Valuation Method; Building Global Brands- Standardization and Customization, Global Brand Strategy, Building Global Customer-based Brand Equity.