XAVIER INSTITUTE OF MANAGEMENT & ENTREPRENEURSHIP
Lesson Plan
Term
: B25 Fifth Term
Course
: Product and Brand management
Name of the Faculty Member
Academic Year: 2020-21
Duration: Nov 20-Feb21
: Dr.J.Daniel Inbaraj
Course Credits: 3
Introduction
More and more firms have come to realize that their brands are among their most valuable assets in
the firm. The goal of this course is to teach students the strategic significance of the role of brands
in creating shareholder value. Using lectures, cases, discussions, exercises and group projects, the
students should develop fluency with the core principles associated with branding including:
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Understanding of how to develop a brand positioning
Managing total brand experience
How to manage the brand relevancy over time?
How to achieve growth through brand extension?
Brand design and brand messaging
Learning Objectives
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To equip students with the various dimensions of product management such as product-line
decisions, product platform and product life cycle
To explore the various issues related to Brand Management
To enhance the understanding and appreciation of brand associations, brand identity, leveraging
brand assets, brand portfolio management etc.
To develop familiarity and competence with the strategies and tactics involved in building,
leveraging and defending strong brands in different sectors.
Learning Outcomes: On completion of the course, the participant will be able to:
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The learner will be able to understand stages of product life cycle
The learner will be able to understand the process of new product development
The learner will understand the nuances of branding
The Lerner will be able to design strategies for creating and enhancing brand equity
The learner will be able to adopt and or evolve a suitable framework for measuring brand
performance.
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Knowledge
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Articulate the concept of branding and provide his/her understanding.
Appreciate concepts related to marketing mix and how it aids decision making in
business.
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Look for customer insights from marketing campaigns.
Enhance the strategic creativity and strong communication skills.
Skills
Attitude:
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Effectively realize the importance of customer orientation in business decisions.
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Place marketing decisions on its significance in the broad context of strategic
business decisions in organizations.
Pedagogical Approach
Learning will be through a combination of text book reading, reviewing articles from leading
research journals and case discussions. Cases & Articles will be provided well in advance to enable
students to come fully prepared.
Course Evaluation
Students will be evaluated on the following components:
Assessment Tool
Attendance
Individual Presentation
Quiz
Group Project Presentation ,
Assignment
Mid Term Exam
Final Exam
%
5
5
5
20
25
40
100
Text Book:
1. Building, Measuring and Managing Brand Equity 4th edition Kevin Lane Keller, Ambi
M.G.Parameswaran, Isaac Jacob.
Reference Books:
1. Building Brand Authenticity: 7 Habits of Iconic Brands, Michael Beverland
2. Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit, Anne Bahr
Thompson
3. Positioning: The Battle for Your Mind, Al Ries and Jack Trout
4. Building a Story Brand, Donald Miller
5. Designing Brand Identity: An Essential Guide for the Whole Branding Team, Alina
Wheeler
6. Brand Portfolio Strategy, David Aaker
Learning Sources
1. www.hbr.org
2. www.fbhs.com
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www.interbrand.com/
www.AdvertisingAge.com
www.adweek.com
www.Americandemographics.com (part of ad age)
www.brandchannel.com
www.marketingpower.com
Session-wise plan is outlined below:
Pre-Class
Reading
Assignment/
Case/Quiz/ Class
Tests
Focus
(Knowledge/
Skills/ Attitude)
What is a brand?
Why do brand matters?
Why branding is so crucial to
organizations success?
Strategic Brand Management
Process
Chapter 1
(Text Book)
Case Study
Discussion
Knowledge/
Skills/ Attitude
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Brand Culture, Brand Value,
Brand Dynamics Pyramid
Brand Resonance Pyramid
Reading handout
9
10
Customer based Brand equity
Chapter 2
Chapter 4
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12
13
14
15
16
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Brand Positioning
Chapter 2
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20
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22
23
24
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27
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Brand Experience
Articles
Brand Valuation
Chapter 8
Measuring Source of brand
equity
Brand Portfolio Strategy
Chapter 9
Sessi
on
1
2
3
4
5
Topic
Dimensions of Brand
Personality
Brand Romance , CoBranding
Brand Value Chain
Role of Social Media in
Brand Building
Why Brands Fail?
Classic Failures, Idea
Failures, People Failures,
Rebranding Failures
Extension Failures
Reading Handout
Articles
Chapter 7
Quiz -1
Case Study
Discussion
Case Study
Discussion
Case Study
Discussion
Case Study
Discussion
Articles
Articles
Case Study
Discussion
Quiz - 2
Case Study
Discussion
Articles
Articles
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Case Study
Discussion
Knowledge/
Skills/ Attitude
Knowledge/
Skills/ Attitude
Knowledge/
Skills/ Attitude
Knowledge/
Skills/ Attitude
Knowledge/
Skills/ Attitude
Knowledge/
Skills/ Attitude
Knowledge/
Skills/ Attitude
Knowledge/
Skills/ Attitude
Knowledge/
Skills/ Attitude
Knowledge/
Skills/ Attitude
Knowledge/
Skills/ Attitude
Knowledge/
Skills/ Attitude
Knowledge/
Skills/ Attitude
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Knowledge/
Skills/ Attitude
Brand Audit – Presentation
Details of Cases, Class Exercises and Assignments:
1. The details of all the cases to be covered in this course will be shared in the classroom.
Note: As the course progresses, based on the student and class requirements, we will be covering
additional cases, exercises and assignments.
Note: The assignment marks will be normalised for 20 Marks.
Prepared on: 10.11.2020
Prepared by:
Approved by
Dr.J. Daniel Inbaraj
Assignment – 1 (10 Marks)
Tom Peters: http://www.tompeters.com/tpc/brand_you.php
“What do you want to be known for? What is unique about you? What is the special value you
provide to your team and organization? In the new world of work cultivating your individual brand,
your “saleable distinction” is not optional. If those you work with don’t appreciate what’s unique
and valuable about you, you won’t be around for long. As Tom says, “Be distinct or be extinct!”
“Developing your individual brand is not self-aggrandizing or antithetical to organizational
branding. By defining your brand and connecting it to the brand of your team, you are enhancing
the brand of your team. By defining your team’s brand and connecting it to the brand of your
organization, you are enhancing the brand of your organization. Just as your organizational brand
must reflect the vision, mission, and values of your organization, so must your individual brand.
“When you don’t develop a brand for yourself, others do it for you! How they define you or your
team then becomes your “default brand”—a brand you are stuck with, which may not be flattering.
(For instance, what if you’re saddled with a brand like “unreliable,” “hard to deal with,” or “oldschool”?) Better to deliberately create a brand that represents what you want to be known for—a
brand that makes an unforgettable impression and conveys trustworthiness and consistency.”
Self Positioning Statement: Draft a positioning statement for yourself. The statement should be
short and pithy yet capture your unique brand essence. It also should address your target audience’s
key insight (that one singular need, desire or want that motivates or drives their behavior). A good
general rule of thumb is to use 16 words or less for your final statement. You should include the
following in your document:
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1) target audience
2) target audience’s customer insight (singular need, desire or want)
3) your unique brand essence or equity and
4) positioning statement.
You can position yourself towards employers, business acquaintances, friends, future
boyfriends/girlfriends and even potential in-laws.
Submit the Assignment on or before November 20th ,2020 and after completion you will
explaining it in the class.
Assignment 2 - Group Project (20 Marks)
Group Project Report
Description of the task
You will be required to work in a group consisting of approximately 3-4 members and you are free
to choose the composition of your group. Each group will be allocated (randomly) to one of the
available brands,
There are two components to the assignment:
Brand Audit and Brand Plan (see below for a description of each).
Part A: Brand Audit
A brand audit enables the organisation to know what factors are contributing to a brand’s
performance. An audit gathers and evaluates information about the brand and competing brands. It
can be used to answer questions such as:
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What is my brand?
What is the core proposition of my brand?
Business and brand resource strengths
Value of the brand
Awareness of the brand in the market
Deficiencies of the brand
New trends and market opportunities
Outside threats
New product development and future channels of profitability
Competitive standing in the market
Perception, image, reputation and attitude to the brand in the market
Effectiveness of brand management efforts
What do my customers/clients/employees think about my brand?
Who are the competing brands and what are they doing?
What opportunities are emerging and what can threaten the brand?
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 A variety of sources should be used to assemble this profile. You should consult
 business publications, trade magazines, journal articles, books, and company sources such
as annual reports and websites.
Part B: Brand Plan – Stretching the Brand
This part is forward-looking. Your task is to assess the sources of brand strength for your selected
brand and suggest ways to leverage that strength in terms of a specific line/brand extension (of your
own choosing). Ongoing and new initiatives should be considered at a strategic level (brand
positioning and extension, product and geographical portfolios, etc.) and at a tactical level (names,
logos, designs, packaging, communications, etc.).
The group assignment once completed should be presented in the classroom for the discussions.
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