BRAND MANAGEMENT

Paper Code: 
BSR 617 (B)
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

COURSE OUTCOMES (COS):

 

Course Outcomes

Learning and teaching strategies

Assessment Strategies

CO237: Demonstrate knowledge of the nature and processes of branding and brand management

 

CO238: Evaluate the scope of brand management activity across the overall organizational context and analyze how it relates to other business areas.

 

CO239: Appraise the key issues in managing a brand portfolio and making strategic brand decisions.

 

CO240: Formulate and justify brand development decisions

 

CO241: Analyze and discuss contemporary brand related problems and develop appropriate strategies and initiatives.

 

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching

 

Learning activities for the students:

Self learning assignments, Effective questions, Giving tasks. 

Quiz Continuous assessment test, Semester end examinations, Quiz, tutorials, Assignments, Presentation, Individual and group projects

 

 

9.00
Unit I: 
Concept of a Brand:
  • Definition, Characteristics, Objectives, Elements of a Brand, Benefits of Branding
  • Brand Management: Concept, Functions of Brand Management,
  • Stages of Brand Management: Introduction, Elaboration, Fortification, Types of Brand & their stages, Functional, Symbolic, Experiential
  • Brand Evolution: Consumerism Continuum

 

9.00
Unit II: 
Brand Equity

 

·         Concept, Importance,

·         Brand Report Card

·         Keller’s Brand Equity Model

·         Brand Personality: Concept

·         Branding Architecture: Definition, Types of branding strategy, Product Branding, Line Branding, Range Branding, Umbrella Branding, Source Double Branding, Endorsement Branding,

Factors affecting the branding strategy.

9.00
Unit III: 
Line Extensions

·       Meaning & Significance

·        Risks in Line Extensions

Brand Extensions, Meaning, Need / Importance of Brand Extensions

9.00
Unit IV: 
Types of Brand Extensions
  • Product Form of Extension, Companion Product, Customer Form Extension, Company Expertise, Brand Distinction, Brand Image or Prestige, Distinctive Taste, Ingredient or Component
  • Advantages & Disadvantages of Brand Extensions

 

9.00
Unit V: 
Brand Hierarchy & Portfolio

·         Concept, types

·         Brand hierarchy pyramid

Brand Portfolio: Flankers, Cash Cows, Low-end entry level High-end entry level

Essential Readings: 

     Strategic brand management, Keller,Ambi, Isaac Jacob,Prentice Hall of India, Latest Edition

·         Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G., Tata McGrawHill, Latest Edition

·         Brand Management; Harsh V Verma, 2nd, Excel Books, Latest Edition

 

References: 

SUGGESTED READINGS

·         Brand Aid: A Quick Reference Guide to Solving your Branding Problems and Strengthening your Market Position, AMACOM

·         Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalayan Publishing Houser, Latest Edition.

 

e- RESOURCES

·         Consumer Behavior: Global Edition, Pearson Education (Thinktank), ProQuest Ebook Central, IISuniversity2020

 

JOURNALS

·         Journal of Marketing

·         Marketing Management

·         Marketing Research

 

Academic Year: 
2022-2023
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