Brand Management

Syllabus

20MBA267: Brand Management

Module 1

Introduction to Brand Management: Brand, Brand Elements, Branding Challenges and Opportunities; Brand Equity Concepts; Brand Concepts: Brand Value, Brand Identity, Brand Personality, Brand Image; Strategic Brand Management Process.

Brand Strategy Decisions: Sustaining a Brand Long-Term, Branding at Different Stages of Market; Brand Architecture, Multi-Brand Portfolio.

Module 2

Managing Brand Equity: Choosing Brand Elements to Build Brand Equity –Building a Strong Brand: The Four Steps of Brand Building, Customer Based Brand Equity – Understanding and Measuring Brand Equity Using Aaker, Keller, Kapferer, Young and Rubicum, Interbrand Methodologies (Methods of Brand Valuation); Monitoring Brands; Sources of Brand Equity (Brand Awareness, Brand Personality, Brand Loyalty, Perceived Quality, Brand Associations); The Brand Report Card; Managing Brand Extensions.

Module 3

Identifying and Establishing Brand Positioning and Values: Sources of Brand Equity, Identifying and Establishing Brand Positioning, Defining a Brand Mantra, Brand Repositioning; Brand Resonance and the Brand Value Chain.

Planning & Implementing Brand Marketing Programs: Criteria for Choosing Brand Elements, Options & Tactics for Brand Elements, Use of Integrated Marketing Communication for Brand Building, Leveraging Secondary Brand Associations to Brand building.

Module 4

Measuring & Interpreting Brand Performance: Developing A Brand Equity Measurement & Management System, Measuring Sources of Brand Equity & Outcome of Brand Equity; Measures – The Brand Equity Ten, Brand Value Based upon Future Earnings.

Growing and Sustaining Brand Equity: Designing and Implementing Branding Strategies, Launching Brand Extensions Products, Co-branding; Brand Revitalising; Brand Systems Audit.

Module 5

Managing Brands Across Geographical Boundaries: Global Branding Strategies – Global brand planning process, Creating Cross-Country Synergy; Special Branding Categories: Service Brands, Private Labels, Industrial Brands, Luxury Brands, Heritage Brands, Internet Brands, TOM (Top of Mind Recall) Brands; Brand Building in Indian Context; Brand Building on the Web, E-Branding, Online vs. Offline Brand Building.