Strategic Brand Management

Emerging Issues: Online Governance and ICANN — Jurisdiction — Fraud — Consumer Loyalty of Website-Services — The Quadratic Effect of Flow — Role of Technology Readiness in Developing Trust and Loyalty for E-Services in Developing Countries Practical Component: ‘© Students can form a team and identify Internet Properties & its Marketing Implication © Students can choose a Website for analysis based on its content, design, usability, attractiveness and other website properties * Students can conduct a survey on Consumer who use internet marketing to identify the pros and cons of e-marketing. ‘Students can do a project on branding strategies using internet marketing, + Students can write a report on Google advertising strategies Students can discuss about traditional offline business in the online world. RECOMMENDED BOOKS: + E-Marketing, Judy Strauss and Raymond Frost, Prentice Hall, 6th Edition, 2013 + Internet Marketing: Integrating Online and Offline Strategies. M. L, Roberts and Debra Zahay, 3rd edition, Cengage Publishing, 2013 + Digital Marketing: Strategy, Implementation and Practice, Chaffey D., Ellis-Chadwick, Sth Edition, F., Pearson, 2012. + E Marketing — The essential guide to online marketing, Rob Stokes, Flat worldknowledge, 2010. + E-marketing in Developed and Developing Countries: Emerging Practices, Hatem El- Gohary and Riyadh Bid, IGI Global, 2013 REFERENCE BOOKS + The Essential Guide to Online Marketing, Rob Strokes, Quirk, ISBN: 9781936126323 + The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases,Online Video, and Viral Marketing to Reach Buyers Directly, David Merman Scott, 2*Edition, Jan 2010 + E-Commerce: An Indian Perspective, P. T. Joseph, Prentice Hall, 4th Edition, 2013 + Electronic Commerce: A Simplified Approach, Munesh Chandra Trivedi, JaicoPublishing House, 2011 + Online Display Advertising: Targeting and Obtrusiveness, Marketing Science, Goldfarband Tucker, May-June 2011. STRATEGIC BRAND MANAGEMENT Subject Code 16MBA MM404 TA Marks: 20 Number of Lecture Hours/Week : 03, Exam Hours: 03 Number of Lecture Hours 256 Exam Marks: 80 Practical Component £02 Hours! Week Objectives: + To appreciate the relationship between corporate strategy and Brand Management, 56+ To explore the various issues related to Brand Management, brand association, brand identity, brand architecture, leveraging brand assets, brand portfolio management, + To develop familiarity and competence with the strategies and tactics involved in building, leveraging and defending strong brands in different sectors. Outcomes: The student should be able to: Develop skills for managing brands strategically ympare and contrast the elements of product and brand management. Assess growth-opportunities for brands, e-g., brand extension strategies Critique the different measures of brand equity. vvvyY Unit 1: (8 Hours) Introduction to the concept of Brand Management: Brand —Meaning, Definition, Evolution of Brands, Functions of Brand to consumer, Role ofBrand- Advantages of Brand, Product Vs Brand, Branding- Meaning, Creation of Brands through goods, services, people, Organisation, Retailstores, places, online, entertainment, ideas, challenges to Brand builders Brand Management-Meaning & Definition. Strategic Brand Management Process-Meaning, Steps in Brand Management Process Strong Indian Brands Unit 2: (8 Hours) Customer Based Brand Equity: Customer Based Brand Equity-Meaning, Model of CBBE Brand Equity: Meaning, Sources, Steps in Building Brands, Brand building blocks- Resonance, Judgments, Feelings, performance, imagery, salience-Brand Building Implications, DavidAaker’s Brand Equity Model Brand Identity & Positioning: Meaning of Brand identity, Need for Identity & Positioning, Dimensions of brand identity, Brand identity prism, Brand positioning — Meaning, Point of parity & Point of difference, positioning guidelines Brand Value: Definition, Core Brand values, Brand mantras, Internal branding, Unit 3: (10 Hours) Choosing Brand Elements to Build Brand Equity: Criteria for choosing brand elements, options & tactics for brand clements-Brand name, Namingguidelines, Naming procedure, Awareness, Brand Associations, Logos & Symbols & theirbenefits, Characters & Benefits, Slogans & Benefits, Packaging, Leveraging Brand Knowledge: Meaning of Brand Knowledge, Dimensions of Brand Knowledge, Meaning of LeveragingSecondary Brand Knowledge & Conceptualizing the leverage pro 88. Unit 4: (10 Hours) Brand Value chain- Designing Brand Tracking studies, Establishing brand Equity Management Systems. 7Methods for measuring Brand Equity- Quantitative Techniques & Quantitative Techniques,Compatative methods-Brand based comparisons, marketing based comparisons- ConjointAnalysis, Holistic methods. Managing Brand Equity:Brand Reinforcement, Brand Revitalization, Brand Crisis. Units: (8 Hours) Designing and sustaining branding strategies:Brand hierarchy, Branding strategy, Brand extension and brand transfer, Managing Brands overtime. Brand Architecture and brand consolidation. Brand Imitations:Meaning of Brand Imitation, Kinds of imitations, Factors affecting Brand Imitation, Imitation VsLater market entry, First movers advantages, Free rider effects, Benefits for later entrants,Imitation Strategies. Unit 6: (8 Hours) Making Brands go Global:Geographic extension, sources of opportunities for global brand, single name to global brand,consumers & globalization, conditions favoring marketing, barriers to globalization, managerialblockages, organization for a global brand, pathways to globalization. ‘Luxury Brand Management: Luxury definition and relativity, luxury goods and luxury brands, basic psychologicalphenomena associated with luxury purchase, luxury marketing mix, luxury retail, Internationalluxury markets: historical leaders and emerging countries. Case studies (4 Hours) Practical Components: * Go to a supermarket and find the brand elements in various brands of soaps, mobiles,jeans, and other product © If you would start an MBA College, what would the positioning be with POP’s and POD's? * Pick up your college, analyse its positioning and how would you reposition it? + Pick a multiproduct company and as completely as possible analyze its brand portfolio and brand extensions? © Consider some groups like Tata’s , Birla’s, Infosys ete — what is their branding strategy + Students are supposed to assess the product life eycle and appraise altemative approaches to luxury brand management. © Students can select any two popular brands and identify and examine the criteria for success in the luxury brand industry. RECOMMENDED BOOKS: + Strategic Brand Management, Building Measuring & Managing Brand Equity — 2nd Ed Phi / Pearson Education — Kevin Lane Keller. + Brand Management -The Indian Context - Y L R Moorthi — Vikas Publication. + Strategic Brand Management — Jean, Noel, Kapferer — Kogan Page India. + Brand Imitations — Dr S Kaplan, Dr S Pandey , I/e, HPH, 2004 + Brand Management, Tapan Panda, 2/e, Excel Publication 58

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