Lahore University of Management Sciences MKTG 392 Brand Management

Fall 2013
Instructor Room No. Office Hours Email Telephone Secretary/TA TA Office Hours Course URL (if any) Mansoor Nawaz To be announced/allocated Tuesday& Thursday (1 hour after class; timings to be allocated) mnawaz@lums.edu.pk (to be allocated) To be allocated

Course Basics Credit Hours Lecture(s) Recitation/Lab (per week) Tutorial (per week) Course Distribution Core Elective Open for Student Category Close for Student Category Course Description

4 Nbr of Lec(s) Per Week Nbr of Lec(s) Per Week Nbr of Lec(s) Per Week

2 N/A N/A

Duration Duration Duration

1 hour 50 minutes each N/A N/A

Yes Seniors, Juniors, Sophomores All freshmen

A brand is one of the firms most valuable assets. Competitors may duplicate a product but it is challenging to replicate its strongly held beliefs and attitudes established in the minds of the consumers.This course aims to outline the concept of brand equity and how its potential effects and tradeoffs impact the brand. The Brand Equity concept enables the brand to be distinguished from its unbranded commodity counterpart and is the sum total of consumers perceptions & feelings about the products attributes and how they perform, and about the brand name and what it stands for. This course will aim to illustrate how by creating perceived differences among products through branding and by developing a loyal consumer franchise, marketers create value that can translate to financial profits. Students in this course will review a comprehensive and updated treatment of the subjects of brand, brand equity and brand management leading to the design and implementation of marketing programs and activities requisite to build, measure, and manage brand equity. Specifically, students will learn: The role of brands, concept of brand equity and advantages of creating strong brands 3 ways to build brand equity via selection of brand elements, marketing programs and activities by leveraging secondary associations Different approaches to measuring brand equity and how to implement a brand equity measurement system Alternative branding strategies and how to devise brand hierarchies and portfolios The role of corporate brands, family brands, individual-brands, modifiers and how to combine them into sub-brands. How to adjust branding strategies over time and across geographic boundaries to maximize brand equity How to conduct a Brand Audit This course will be taught from a marketing practitioners point of view with the aim to enrich the course students understanding of the local marketing context and its connect with global best practices. Course Prerequisite(s) Principles of Marketing (MKTG201)OR Marketing, Branding, Advertising (MKTG202)

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Course Objectives& Learning Outcomes A) B) C) D) E) F) G) H) Introduction to the concept of Branding. Outlining the Brand Equity model. Creating an effective Brand Image with consumers. Illustrating the process ofhow to build Brand Equity. Explaining different methods of measuring Brand Equity. Describing how to sustain and grow Brand Equity. Providing an insight about managing a Brand over a period of time. Conducting a Brand Audit.
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Grading Breakup and Policy Course Project (Team Based): 15% Quiz(s): 10 Class Participation: 10 Team Based Activities: 10 Attendance: 10 Midterm Examination: 20 Final Examination: 25 Examination Detail Yes/No: Yes Combined/Separate: Combined Duration: 60 minutes Preferred Date: Mid October 2013 Exam Specifications: Objective Yes/No: Yes Combined/Separate: Combined Duration: 120 minutes Exam Specifications: Objective + Subjective

Midterm Exam

Final Exam

Teaching Methodology The course utilizes a mixture of interactive lecture (lecture slides, visual aids), class participation, and team activities planned on Team-Based Learning (TBL) approach.The students will form teams and will stay in the same team throughout the semester and will be given prior information regarding the topics to be discussed in the next session as well as the team activities to be performed so that they come prepared. The following team-based activities will be conducted within the classroom. Research Assignment Presentations Group Discussions on Brand topics/issues (Cross-Team) Course Project

Students and teams will receive scores and feedback of all activities on weekly basis. Team Ratings will be provided after every four weeks. Top three teams and Top three students will receive Recognition Certificates on the basis of their Performance.

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Course Project Conducting a Brand Audit The course project experientially integrates the material presented in lectures and activities. It involves research and analysis of a brand with respect to its consumers, the company that owns it, and its competitors. Each team should choose a brand of its interest, with available and accessible information. The selected brand must be approved by the instructor for starting the project. The work involved in the project is to research the existing brand and company culture and strategy, to conduct Brand Tracking Survey with consumers, to analyze the results to understand their perception,and to put all the findings together into a proposal for next steps for the brand. Assuming the audience is internal senior management the group must make a convincing argument that they should invest time and resources in proposal. There are 3 major parts of the project two research parts and a final integrative analysis. A) Secondary Research B) C) Brand Introduction PEST Analysis Competition SWOT Analysis Current Marketing Strategy Conducting Brand Tracking Survey Analyzing Data Compiling Results Measuring Brand Equity Integrating secondary and primary research findings to come up with recommended branding strategy and propose potential next steps for the brand. How to grow brand equity for the consumers. Group Presentation (20 minutes including QA session) Brand Audit Report Submission in PowerPoint format

Primary Research

Recommended Branding Strategy

Project Deliverables

Other Project Options Launching a New Brand Repositioning an Existing Brand

Course Overview Week# Topics Part-1 (Introduction) 1 Introduction to Class What are Brands? Introduction to Brand Management Pros and Cons of Branding Chapter-1 &2(Text) Team-Based Activity Chapter-3 (Text) Reading: Getting Emotional About Brands, William J. McEwen, Gallup B) Recommended Readings/Activities Chapter-1 (Text) Objectives/ Application Defining and understanding the concept and power of Brand.

A)

Part-2 (Establishing Brand Positioning) 2 What is Brand Equity?

Giving a fundamental understanding of Brand Equity.

Part-2 (Establishing Brand Positioning) 3 Brand Positioning

C) Creating a positive Brand Image in the minds of consumers.

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Press, 2004 Part-3 (Building Brand Equity) 4 By Choosing Brand Elements Team-Based Activity Chapter-4 (Text) Team-Based Activity D) Detailing how to build Brand Equity by choosing brand elements like name, sign, symbol, slogan etc.

Part-3 (Building Brand Equity) 5 By Designing Marketing Program (Product, Price, Place)

Chapter-5 (Text) Quiz-01

D) Detailing how to build Brand Equity by designing product, price, place strategies. D) Detailing how to build Brand Equity by designing promotion mix strategy. D) Detailing how to build Brand Equity through secondary associations like celebrities and by adopting cause-related marketing strategy.

Part-3 (Building Brand Equity) 6 By Designing Marketing Program (Integrated Marketing Communication) Part-3 (Building Brand Equity) 7 By Leveraging Secondary Associations By Cause-Related Marketing Mid Term Exam

Chapter-6& 11 (Text) Team-Based Activity

Chapter-7 (Text) Reading: Dimensions of Brand Personality, Jennifer L. Aaker, JMR, Journal of Marketing Research, 1997 Team-Based Activity

Part-4 (Measuring Brand Equity) 8 The Brand Value Chain Brand Tracking Studies Brand Equity Management System

Chapter-8 (Text)

E) Explaining different methods of measuring Brand Equity.

Part-4 (Measuring Brand Equity) By Measuring Brand Knowledge By CBBE Pyramid By Self Reports By Blind Tests By Dollar Metric Method By Expert Opinion By Conjoint Analysis By Brand Valuation

Chapter-9 & 10 (Text) Reading: Note on Brand Audit (By Chandon) Team-Based Activity

E) Explaining different methods of measuring Brand Equity.

Part-5 (Growing and Sustaining Brand Equity) 10 Brand Architecture Brand Hierarchy

Chapter-11 (Text) Team-Based Activity

F)

Describing how to sustain and grow Brand Equity.

Part-5 (Growing and Sustaining Brand Equity) 11 Introducing and Managing Brand Extensions Part-5 (Growing and Sustaining Brand Equity) Brand Reinforcement Brand Revitalization Brand Crisis Retiring a Brand

Chapter-12 (Text) Quiz-02 Chapter-13 (Text) Reading: Branding from the Inside Out, and from the Outside In, Jennifer McFarland, Harvard Publishing, 2002 Team-Based Activity Chapter-14 (Text)

F) Describing how to sustain and grow Brand Equity. G) Providing an insight about managing a brand over a period of time.

12

13

Part-5 (Growing and Sustaining Brand Equity)

G) Providing an insight about

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Global Branding Future of Branding Ethical Branding Course Project Presentations Final Exam Team-Based Activity managing a brand over a period of time. H) Conducting a Brand Audit.

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Textbook(s)/Supplementary Readings Text Readings Dimensions of Brand Personality, Jennifer L. Aaker, JMR, Journal of Marketing Research, 1997 Getting Emotional About Brands, William J. McEwen, Gallup Press, 2004 Note on Brand Audit, Pierre Chandon, INSEAD, 2004 Branding from the Inside Out, and from the Outside In, Jennifer McFarland, Harvard Publishing, 2002 Strategic Brand Management, Kevin Lane Keller, M.G. Parameswaran, Isaac Jacob, 3 Edition, Pearson
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