Brand management Syllabus for this exam Sept 2010

Topic 1: Introduction & Concept of Brand- Brand, brand management, overview of brand management - brand equity, extension, personality, positioning and success

Topic 2 Brand Equity- definition concepts and construct, brand equity model by David Aaker , Brand equity model by Keller, Customer based brand equity pyramid, brand value and valuation – concept and approaches, brand equity valuation- cost based, price based and consumer based

Topic 4 Brand personality- Definition and concept, three types of brand personalities- emotion centered, Human centered and others, Five dimensions of brand personality frame work by Jennifer Aaker- Six types of brand personalities by Chris Mcrae

Books and reference material:

Brand management – Indian context by Y L R Moorthi (must read)

Strategic Brand management by Keller

Brand Positioning-Strategies for Competitive Advantage by Sengupta, Subrato

You should have current information on brand management though newspapers, publications and internet

Most of the portion is covered in our three class presentations as guidance

1. To focus your studies, here is the question bank for guidance purpose only. 2. Sometimes questions would be converted into notes and notes would be

converted to full question3. There would be 5 questions and you need to attempt any four. One question

would be on notes .In notes; you have to attempt any two notes out of three.4. Time management is very critical and attempt four questions to get maximum

marks.5. Application questions must be solved within the frame work of brand

management by using theories and concepts covered in syllabus.6. Elaborate your answers with current and relevant examples from brand

management.7. All answers are descriptive in nature. There should be headings to point and sub

point followed by detail explanations and examples.8. Time is 90 minutes and four questions. You should spend only 20-22 minutes on

each question.

Question bank for guidance only

1. Define and explain the concept of brand equity with examples.2. Explain the concept of customer based brand equity pyramid with the diagram

and relevant examples.3. What is brand value? Explain cost based system of brand valuation with

examples.4. Explain the terms brand equity and brand value. Discuss price based method of

brand valuation with examples.5. Discuss the concept of brand value and explain consumer based system of

brand valuation.6. You are given task of determining brand value of Acer (Company manufacturing

Laptops and computers) for acquiring purpose. Which methods you would use for determining brand valuation of “Acer” and why?

7. Define brand value and discuss any two theories of brand valuation8. Explain the terms brand and brand management. Discuss brand extension and

brand positioning with examples9. Define brand personality and discuss six types of brand personalities as

developed by Chris Macrae 10.Explain the term brand personality and discuss two types of brand personalities

such as emotion centered, human centered and other11.Explain the brand personality frame work developed by Jennifer Aaker with

examples12.You must have seen many advertisements by Idea Cellular using Abhishek

Bachchan .What type brand personality they want to project for the brand and why? Explain this with reference to framework of brand personality.

13. , Discuss brand equity model by David Aaker and Brand equity model by Keller with examples.

14 Write notes

1. Brand extension2. Brand personality3. Brand equity and brand valuation4. Brand success factors5. Importance of brand management6. Brand personality framework by Jennifer Aaker7. Brand positioning8. Six types of brand personalities by Chris Macrae 9. Cost based brand valuation methods