Course OutlineBrand Management

Semester IV

Instructor: Dr. Subhadip RoyPhone: 09989864694Email: subhadip1@gmail.comRoom: C103

Course Objectives

Branding is the central component of marketing strategy and the dominant theme in

marketing today affecting not just Consumer Goods but also B2B, Services, and Non-

Profits. This course will give students a deeper understanding of the process of brand

building in a variety of business contexts, the integrated requirements for effective brand

reinforcement and revitalization, and the models, measures and impact of brand equity.

There will be special focus on the brands and brand management in the Indian Context.

Note: Coming late to the class will not be entertained.

Mobile Phone and Laptops should not be used in the class.

Plagiarism in the assignment will be dealt seriously.

Learning Objectives

The learning objectives of the course are:

To provide an overview of Brand Management.

To provide a holistic idea about the various Brand Management Functions and

Strategies.

To equip the students with the necessary skills to build, grow and maintain a

successful brand.

To familiarise students with the importance of brand management in the global

market

Required Reading

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Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and

Managing Brand Equity, 4th Indian Edition.

Learning Strategies

Since this is a post graduate course the students will be required to

Come prepared to the class with a reading of the topic to be discussed in advance.

Be prepared to answer questions asked by the faculty and take part in effective

discussions in the classroom.

Be able to critically analyze the course concepts

Learn the applicability of the course concepts in real life business scenarios

Be able to debate (in an civilized way) on the issues of branding with fellow

students

The major role of the faculty will be that of a facilitator. The faculty will also act as a

mentor providing constructive feedback (if necessary to individual students) based on

their performance in the class/presentations/tests.

Evaluation Components

Serial No.

Evaluation Component

Name Type Marks Due by

1 A1 CP 1 Ongoing 15 Session 122 A2 CP 2 Ongoing 15 Session 243 A3 NCP 1 Project

Proposal10 Session 13

4 A4 NCP 2 Interim report

10 Session 23

5 A5 NCP 3 Final Project 20 Session 306 A6 End Term Examination 30 End Sem

The total marks for the internal evaluation would be 70 marks and would have 70% weightage. NCP to be selected from the options by the respective faculty members.

Session Plan

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Session TOPICS Case Chapter in Book

(Keller)1 Introduction to Brand Management Introductory Caselet* Ch. 1

2 – 3 Customer Based Brand EquityAmar Chitra Katha: Changing the

Brand with Changing Times (Dr. Subhadip Roy)

Ch. 2

4 – 5 Brand PositioningTanishq Positioning to Capture

the Indian Woman’s Heart(9-507-025)

Ch. 3

6 – 7 Choosing Brand Elements to Build Brand Equity

Moods of Norway(609106-PDF-ENG)

Ch. 4

8 – 9 Managing Marketing Programs to Build Brand Equity

Gi Joe: Marketing An Icon(505030-PDF-ENG)

Ch. 5

10 – 11 Marketing Communications and Brand Equity

Change the Game: Leveraging Brand Pepsi on Football Frenzy

(Dr. Subhadip Roy)

Ch. 6

12 - 13Leveraging Secondary Brand Associations

Product Red (A) and (B)(9-509-013, 9-509-014)

Ch. 7

14 – 15 Developing a Brand Equity Measurement and Management System

Mountain Man Brewing Company(HBS Brief Cases 2069)

Ch. 8

16 – 17 Measuring Sources of Brand Equity: Capturing Customer Mindset

Saxonville Sausage Company(HBS Brief Cases 2085)

Ch. 9

18 – 19 Measuring Outcomes of Brand Equity: Capturing Market Performance

Marvel Enterprises, Inc. (505001-PDF-ENG)

Ch. 10

20 – 21 Designing and Implementing Branding Strategies

H-E-B’s Own Brands(9-502-053)

Ch. 11

22 – 23 Introducing and Naming New Products and Brand Extensions

Vivanta by Taj: Brand Extension or Brand Confusion (Dr. Subhadip Roy)

Ch. 12

24 – 25 Managing Brands over TimeHeineken N.V. Global Branding

and Advertising(596015-PDF-ENG)

Ch. 13

26 Managing Brands over Geographic Boundaries and Market Segments

Lenovo: Building a Global Brand(9-507-014)

Ch. 14

27 Non Profit Branding

Branding healthcare services for the poor-A case study of Sadguru Netra Chikisyalaya, Chitrakoot, India (Prof. Shailendra Bisht)

28, 29, 30 Brand Simulation using Forio Activity31 – 33 Project Presentations Presentation

* To be given by the Faculty

The session plan is tentative and the faculty has the authority to make modifications if required.

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