Brand Management

Program Credit : PGPM : 3 Class of Sessions : 2012 : 30

Course Code : SL MM 612

Aim Understanding the various facets of branding through concepts and applications, and its role in managing business. Learning Outcomes 1. Explain core concepts in branding like brand identity, personality, image, hierarchy, positioning, extension, equity, and architecture. 2. Differentiate branding strategies across categories and businesses. 3. Evaluate brand positioning and repositioning strategies for different brands. 4. Analyse different brand equity models and measure brand equity through tracking studies, audits and report cards. 5. Describe current practices and innovations in brand communication. 6. Create a brand and formulate branding strategies for its sustainability.
REFERENCE BOOKS Strategic Brand Management Strategic Brand Management Brand Management: The Indian Context; Managing Brand Equity AUTHOR / PUBLICATION Keller, K.L. 03
rd

edition - Pearson

Kapferer, J.N. Free Press - 1994 Moorthi, Y.L.R Sangam Books Ltd. - 1999 Aaker, D.A Free Press - 1991

Brand Leadership: The Next Level of Brand Aaker / Joachimsthaler. Free Press - 2000 Revolution Beyond Branding Brand Positioning: Strategiesfor Competitive Advantage Creating Brand Loyalty Brand Power Creating Powerful Brands, 3 Brand Portfolio Strategy
rd

Marconi, J. Probus Professional Pub. - 1993 Sengupta, S. Tata McGraw Hill - 2005 Czerniawski, R.D. / M.W. Maloney. Hudson House Publishing - 1999 Stobart, P. NYU Press - 1994 e Leslie de, C / Mc Donald. Butterworth Heinemann - 2003 Aaker, David A. Free Press - 2004

Detailed Syllabus Concept of Brand : Why Brand? What does Brand Building involve? Identification of opportunity for branding and Brand Management Process. Brand Identity, personality, image and equity.
Strategic brand Management Process :

Faculty will be handling eight or more cases Hello Kitty: A Japanese Superbrand Bulls Innovative Marketing:Transforming a Humdrum Product into a Happening Brand
Red Volkswagens Iroc Concept: Reviving the

Scirocco to Target a Niche Market The loveLife Brand (A): Initiating a Behavior Change in South African Youth to Prevent HIV Body Shop Brand: Repositioning to Target the Masstige Segment and Impact of its Acquisition by L'Oral Repositioning Dabur
Arvind Brands Competitive Position in the

Sustaining a brand long-term, Branding at different stages of market evolution The scope for branding, the role of branding and branding strategies needed at different stages in the evolution of the market, Brand Architecture: Handling a Large Portfolio, Multi-Brand Portfolio. Brand Hierarchy, Revitalizing brands: Re-launch, Rejuvenation, when brand is dying or stagnating, or when the market is dying or Stagnating, Branding Positioning and repositioning strategies for different brands Creating strong brands through secondary Brand Associations: Creating Brand image through elements of marketing mix. Managing Brand Extensions Measuring and Managing Brand Equity: What it means: how to build it; Choosing brand elements to build brand equity 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). Tracking studies, audits, and brand report card,
Managing brands across geographical

Indian Branded Apparel Market

Multi-Branding Strategy of Videocon

Industries in the Consumer Durables Sector Whats in a Name Lessons from Three Rebranding Exercises in India
Apple iPods Promotional and Positioning

Strategies Boots: Hair-care Sales Promotion

Tourism Malaysia: Creating Brand

Malaysia Snapples Marketing: An Unconventional Brands Claim to Fame Haagen-Dazs: Repositioning a Cult Brand Tata Indica V2 Xeta: Competing in the Indian Small Car Market Mountain Man Brewing Company: Bringing the Brand to Light

boundaries. Special branding categories: Service brands, Private labels, Industrial brands, Luxury brands, Heritage brands, Internet brands, TOM (Top of mind recall) brands. Brand Communication: mixing communication options matching communication options recent innovations in brand communication Brand building in Indian context. Cases Source: Case Studies in Brand Management Volume II

Suggested Schedule of Sessions Topic Concept of Brand (Including case discussion) Strategic brand Management Process (Including case discussion) Creating Brand Image (Including case discussion) Managing Brand Extensions (Including case discussion) Measuring and Managing Brand Equity: (Including case discussion) Managing brands across geographical boundaries (Including case discussion) Special branding categories (Including case discussion) Brand Communication (including case discussion) Brand building in Indian context. (Including case discussion) Total No. of Sessions 3 7

4 2

7 1 2

2 2 30