Course Title: Brand Management

Course Level:UG

Course Code:MKTG308

Credit Units: Three

Course Objectives:

The objective of this course is to help the students to outline and appraise the theoretical concepts of branding a product. This course enables students to gain

valuable knowledge, broader perspectives, and strategic insights of the concept of a brand as an identifiable and differentiated good or service.

Pre-requisites:

The student opting for this course should have successfully completed the course Principles of Marketing -I and Principles of Marketing –II. The student is

expected to combine the learning across specialization courses including Consumer Behavior and Integrated Marketing Communication. Industry observation

& exposure is also anticipated.

Student Learning Outcomes:

• To identify the role of the branding strategy and its integration with the organization’s overall strategy.

•To produce a brand strategy and formulate action plan for implementation.

• To interpret the implications of managing brands for sustainable competitive advantage.

Course Contents/Syllabus:

Weightage (%)

Module I :Introduction 20

L T P/S SW/F

W

TOTAL

CREDIT

UNITS

3 - - - 3

Meaning and importance of brands.

Brands v/s products.

Challenges and opportunities of branding.

Brand management process.

Role of CRM in building brands.

Module II: : Brand equity 25

Concept of Brand Equity

Sources of brand equity.

Customer Based Brand Equity,

Brand identity prism,

Brand Building

Concept of Cult brands

Implications of brand building.

Module III: Brand Marketing 20

Criteria for choosing Brand elements.

Brand nomenclature

Brand positioning, basis & considerations

Integrated marketing communication.

Celebrity endorsements

Concept of Internal branding, Brand mantras, co-branding

Brand audits.

Module IV: Brand Performance and Branding strategies 20

Brand value chain,

Brand hierarchy.

Designing branding strategy.

Brand extension: Concept, Advantages and disadvantages.

Evaluating opportunities of brand extension.

Module V: Managing Brands 15

Reinforcing Brands.

Brands revitalization

Managing brands internationally,

Advantages and disadvantages of global marketing.

Contribution of technology in branding

Pedagogy for Course Delivery:

Building brands is a highly interactive cross functional process .So, the learning process for this course calls for comprehensive three pronged approach:

1. Theory deliberation & related class activities

2. Case Analysis on the major topics

3. Brand Saga

These three learning forms will be delivered through an integrated process. The class shall focus on core concepts and tools along with prevalent practices in

Industry and Academics. The Case Analysis through caselets & Brand Audit Project shall result in a clear understanding of the subject and a rich perspective.

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

30% NA 70%

Theory Assessment (L&T):

Continuous Assessment/Internal Assessment End Term

Examination

Components (Drop

down)

Mid-Term Exam

Project

Assignment

Attendance

Weightage (%) 10% 10% 5% 5% 70%

Text & References:

Keller Kevin Lane, Strategic Brand Management: Building, Measuring and Managing Brand Equity, Second Edition, Prentice Hall.

Jean Noel Kampferer, Kogan Page, Strategic Brand Management, Second Edition

Richard Elliott, Lary Percy, strategic brand management, oxford university press, third edition

S. Ramesh Kumar, Managing Indian brands, Vikas publication, second edition

Journal

IUP Journal of Brand Management

Brand Reporter