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    Brand MGMT

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    Jay Kariya
    This document provides information about a Brand Management course offered as part of an MBA program in 2010. The course objectives are to familiarize students with brand concepts, the role of branding in marketing strategy, building and measuring brand equity, and operational aspects of brand management. It also introduces advanced brand management topics. The course includes 33 sessions covering concepts like brand identity, positioning, strategic brand management processes, creating brand image, managing brand extensions, equity, and special categories. Students will analyze multiple case studies in areas like rebranding, promotional strategies, and competing in domestic and international markets.

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    Brand MGMT

    Uploaded by

    Jay Kariya
    70 views3 pages
    This document provides information about a Brand Management course offered as part of an MBA program in 2010. The course objectives are to familiarize students with brand concepts, the role of branding in marketing strategy, building and measuring brand equity, and operational aspects of brand management. It also introduces advanced brand management topics. The course includes 33 sessions covering concepts like brand identity, positioning, strategic brand management processes, creating brand image, managing brand extensions, equity, and special categories. Students will analyze multiple case studies in areas like rebranding, promotional strategies, and competing in domestic and international markets.

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    brand mgmt

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    This document provides information about a Brand Management course offered as part of an MBA program in 2010. The course objectives are to familiarize students with brand concepts, the role of branding in marketing strategy, building and measuring brand equity, and operational aspects of brand management. It also introduces advanced brand management topics. The course includes 33 sessions covering concepts like brand identity, positioning, strategic brand management processes, creating brand image, managing brand extensions, equity, and special categories. Students will analyze multiple case studies in areas like rebranding, promotional strategies, and competing in domestic and international markets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    70 views3 pages

    Brand MGMT

    Uploaded by

    Jay Kariya
    This document provides information about a Brand Management course offered as part of an MBA program in 2010. The course objectives are to familiarize students with brand concepts, the role of branding in marketing strategy, building and measuring brand equity, and operational aspects of brand management. It also introduces advanced brand management topics. The course includes 33 sessions covering concepts like brand identity, positioning, strategic brand management processes, creating brand image, managing brand extensions, equity, and special categories. Students will analyze multiple case studies in areas like rebranding, promotional strategies, and competing in domestic and international markets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    Brand Management 

    Program  :  MBA  Class of  :  2010 


    Credit  :  3  Sessions  :  33 
    Course Code :  SL MM 612 

    Objective 
    To familiarize students  with the  concept  of a ‘brand’, the role  of branding in  marketing strategy;  brand 
    equity,  its  importance  and  measurement,  how  to  create  and  retain  brand  equity;  operational  aspects  of 
    brand management. To introduce students to advanced topics of Brand Management. 

    REFERENCE BOOKS  AUTHOR / PUBLICATION 
    Strategic Brand Management, 2 nd  e  Keller, K.L. Prentice –Hall 
    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 
    Aaker / Joachimsthaler. Free Press ­ 2000 
    Brand Revolution 
    Marconi,  J.  Probus  Professional  Pub.  ­ 
    Beyond Branding 
    1993 
    Brand  Positioning:  Strategies  for 
    Sengupta, S. Tata McGraw Hill ­ 2005 
    Competitive Advantage 
    Czerniawski,  R.D.  /  M.W.  Maloney. 
    Creating Brand Loyalty 
    Hudson House Publishing ­ 1999 
    Brand Power  Stobart, P.  NYU Press ­ 1994 
    Leslie  de,  C  /  Mc  Donald.  Butterworth  – 
    Creating Powerful Brands, 3 rd  e 
    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. 
    Branding Positioning and repositioning, 
    Strategic brand Management  Process  : Sustaining  a brand  long­term, 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: Re­launch, Rejuvenation, when brand is dying or 
    stagnating, or when the market is dying or stagnating 
    Creating    strong  brands    through      secondary  Brand  Associations:  Creating  Brand  image  through 
    elements of marketing mix. 
    Managing Brand Extensions 
    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). The 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 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
    ·  Multi­Branding 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: Hair­care Sales Promotion
    ·  Tourism Malaysia: Creating ‘Brand Malaysia’
    ·  Snapple’s Marketing: An Unconventional Brand’s Claim to Fame
    ·  Haagen­Dazs: 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 discussion)  3 
    Branding Positioning and repositioning (Including case discussion)  2 
    Strategic brand Management Process  (Including case discussion)  8 
    Creating Brand Image (Including case discussion)  5 
    Managing Brand Extensions (Including case discussion)  2 
    Managing Brand Equity: (Including case discussion)  8 
    Managing brands across geographical boundaries (Including case discussion)  1 
    Special branding categories (Including case discussion)  2 
    Brand building in Indian context. (Including case discussion)  2 
    Total  33

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