Brand Management

Program : PGPM Class of : 2012

Credit : 3 Sessions : 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 AUTHOR / PUBLICATION

Strategic Brand Management Keller, K.L. 03rd

edition - Pearson

Strategic Brand Management Kapferer, J.N. Free Press - 1994

Brand Management: The Indian Context; Moorthi, Y.L.R Sangam Books Ltd. - 1999

Managing Brand Equity Aaker, D.A Free Press - 1991

Brand Leadership: The Next Level of Brand Aaker / Joachimsthaler. Free Press - 2000

Revolution

Beyond Branding Marconi, J. Probus Professional Pub. - 1993

Brand Positioning: Strategies for Competitive Sengupta, S. Tata McGraw Hill - 2005

Advantage

Creating Brand Loyalty Czerniawski, R.D. / M.W. Maloney. Hudson

House Publishing - 1999

Brand Power Stobart, P. NYU Press - 1994

Creating Powerful Brands, 3rd

e Leslie de, C / Mc Donald. Butterworth –

Heinemann - 2003

Brand Portfolio Strategy 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 : 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 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

Faculty will be handling eight or more cases

‘Hello Kitty’: A Japanese Superbrand

Red Bull’s Innovative Marketing:Transforming a Humdrum Product into a Happening Brand

Volkswagen’s 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'Oréal

Repositioning Dabur

Arvind Brands’ Competitive Position in the Indian Branded Apparel Market

Multi-Branding Strategy of Videocon Industries in the Consumer Durables Sector

What’s in a Name – Lessons from Three Rebranding Exercises in India

Apple iPod’s Promotional and Positioning Strategies

Boots: Hair-care Sales Promotion

Tourism Malaysia: Creating ‘Brand Malaysia’

Snapple’s Marketing: An Unconventional Brand’s 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

Source: Case Studies in Brand Management

Volume II

Suggested Schedule of Sessions

Topic No. of

Sessions

Concept of ‘Brand’ (Including case 3

discussion)

Strategic brand Management Process 7

(Including case discussion)

Creating Brand Image (Including case 4

discussion)

Managing Brand Extensions 2

(Including case discussion)

Measuring and Managing Brand

Equity: (Including 7

case discussion)

Managing brands across geographical 1

boundaries (Including case discussion)

Special branding categories (Including 2

case discussion)

Brand Communication (including case

discussion) 2

Brand building in Indian context. 2

(Including case discussion)

Total 30