Strategic Brand Management Course Outline The brand names associated with its products and services is one

of the most valuable assets that an organization can own. Creating strong brands that deliver on their promise and maintaining and enhancing the strength of those brands is thus, a management imperative. The objectives of this course are 1) To increase understanding of the important issues in planning, implementing and evaluating brand strategies 2) To provide the appropriate concepts, theories, models and other tools to make better branding decisions Pedagogy Just as building brands is a highly interactive process among a diversity of teams to be successful, so is the learning process for this course. We shall use a 4-prong learning process for this course1. Lectures by Faculty (supported by your readings) 2. Class Exercises based on SBM caselets 3. Case Analysis 4. Brand Audit Project Students are expected to read the prescribed text before coming to class We shall make use of problem situations and caselets to apply what we learn in class There shall be surprise quizzes/tests Case presentations will be scheduled as per the lesson plan. Students will make presentations (not more than 10-15 mins) and answer queries (5-10 mins) You have to submit the print-out of your ppt before you begin your presentation

Evaluation Case Analysis Brand Audit Project Surprise Quizzes [5X4] Final Exam Attendance (75% compulsory) Class Participation Total 15 25 20 20 10 10 100

Brand Audit Project

An essential ingredient of the course is the brand audit project. The objective of this project is to give you hands on experience in brand management. Through this brand audit, you shall assess the sources of brand equity for your chosen brand and suggest ways to improve and leverage that brand equity. You shall do this in consultation with the faculty and submit an interim report by the 12th session. This project is a very important activity to apply our learning to the reality of the context we are familiar with. This is the most creative part of the learning process. The contents are: Brand Inventory History, Ownership, Target Customer Profile, Product-related Attributes, Brand Elements, Brand Portfolio, Communication, Pricing & Distribution, Positioning POPs & PODs, Profile of No.1 competitor and so on. Brand Exploratory Customer Knowledge Structure, Sources of Brand Equity, Brand Mantra, the CBBE Pyramid, Major Issues and others Conclusion & Recommendations SWOT, Brand Strategies based on Environment, S-T-P, 4/7 Ps and other factors You have to choose a brand for which adequate secondary information is easily available to address these requirements. It is largely based on secondary data. You must also use a convenient sample of 20 respondents with a questionnaire that can incorporate a qualitative research component to discover associations and imagery. For this a consumer product is more suitable. You may limit your study to a single well-known brand you are familiar with. To begin with, register the brand your group wants to audit with me by session 3. Prepare an Initial Draft of the Brand Audit based on what group members already know. Identify areas of information gaps. Check out secondary sources to close the gaps in the document to the extent possible. And then carry out the brand exploratory research to complete it further. Once you have adequate data, do a SWOT. The recommendation on brand strategy & programs logically follows from the SWOT. An Interim Report is due by the 12th session. The final report with primary research data set and findings is due at the time of your final examination. Avoid plagiarism. Its absolutely pretentious to turn in a cut & paste work as your own. A good brand is authentic. It has something original to say. Putting a brand name on a product is a signature of its maker. The maker signs it because he or she is proud of the work. He or she wants the whole world to know that it is he or she who has made it.

Recommended Text: Strategic Brand Management Building, Measuring and managing Brand Equity Kevin Lane Keller Session 1 Brands & Brand Management What is a Brand? Why do brands matter? Branding challenges and opportunities The Concept of Brand Equity Strategic Brand Management Process Customer- based Brand Equity The Concept of Brand Equity as a bridge Sources of brand equity 4 steps of Brand Building Brand-Building implications Marketing Advantages of Strong Brands Chp 1

Session 2

Chp 2

Session 3

Session 4

Session 5 Session 6

Session 7

Session 8

Session 9

Brand Positioning and Values Identifying & establishing Brand Positioning Positioning Guidelines Brand values Internal Branding Case Study Brand Elements Criteria for choosing brand elements Operations & Tactics for Brand Elements Designing Marketing Programs to build Brand Equity New Perspectives on Marketing Product Strategy Pricing Strategy Channel Strategy Role of Integrated Marketing Communications Marketing communication options Developing IMC programs Leveraging Secondary Associations Conceptualizing the Leveraging Process Company Country of Origin Channels of Distribution Co-Branding Licensing Celebrity endorsements Third party sources

Chp 2 (Register your groups brand) Chp 3

Chp 4

Chp 5

Chp 6

Chp 7

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Session 12

Session 13

Session 14

Session 15 Session 16

Session 17

Session 18 Session 19 Session 20

Case Study Brand Equity Measurement and Management System Brand Value Chain Designing Brand tracking studies Brand Equity Management System Measuring sources of brand equity Qualitative Research Techniques Quantitative Research techniques Measuring Outcomes of brand equity Comparative methods Holistic methods Designing and implementing branding strategies Brand-Product Mix Brand Hierarchy Designing Brand Strategy Case Study Introducing New Products and Brand Extensions New products and brand Extensions Advantages of Extensions Disadvantages of Extensions How customers evaluate Brand Extensions Evaluating extension opportunities Managing Brands Over Time Reinforcing Brands Revitalizing Brands Adjustments to brand Portfolio Global Brand Strategy Characteristics of a strong brand Closing Observations

Chp 8

Chp 9 (Submission of Interim Report) Chp 10

Chp 11

Chp 12

Chp 13

Chp 14 Chp 15 Chp 15