BRAND MANAGEMENT
Course Outline for PGP
Marketing Elective Course – 20 Sessions
"A brand that captures your mind gains behavior. A brand that captures your heart gains commitment."
(Scott Talgo)
Faculty: Dr. Preeti Krishnan Lyndem
Office (hours): B-101 (by appointment)
Email: preeti.k.lyndem@iimb.ernet.in
General Objectives of the Course:
 To familiarize students with the concept of ‘brand’
 To enable students to become familiar and comfortable with the usage of distinct concepts such as brand
positioning, brand identity, brand personality, brand communication, brand knowledge, brand awareness, brand
image, and brand equity/value
 To highlight the centrality and criticality of branding in marketing strategy decisions (through the brand
management framework and product-brand matrix)
 To introduce the importance, measurement, and management of brand equity (concepts such as valuation
methods, strategic brand management process, and brand audit.)
 To highlight the practical application of the concepts through the study of international and Indian case studies
 To grant them hands-on training on running a basic brand audit / topical project
Learning Outcomes of the Course:
1. Explain core concepts in branding such as 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. Analyze 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. Formulate branding strategies for the sustainability of a new or established brand.
Teaching Pedagogy: My teaching would include case discussions (in class + online via Moodle), project work,
presentations, assignment, and examination.
Assessment (linked to Learning Outcomes):
Format of each form of assessable work
Assignment (individual component – due on Session 5)
Moodle Participation (group: 10% + individual: 10%)
Mid-Term Examination (individual component)
Project: Brand Audit or Topical (group component – due Session 19)
TOTAL
Weights
10%
20%
35%
35%
100%
Mandatory Text Book: “Strategic Brand Management: Building, Measuring, and Managing Brand Equity” by
Kevin Lane Keller, Pearson Prentice-Hall, 3rd Edition.
Reference Text Book: “The New Strategic Brand Management” by Jean-Noel Kapferer, Kogan Page Limited.
Attendance Requirement: 75%
1
Course Content with Tentative Session Plan
Topics
Essential Readings
Case
Article
Additional Instructions
Session 1
Introduction; What is a Brand?
1.
Gap, Inc. – Building a Brand
1.
Interbrand (2004), “What is a Brand?”, a chapter from Brands and Branding.
Assignment (DUE at start of 5th Session):
1) Explain the following 12 terms with 1 example for each:
Brand Positioning
Brand Identity
Brand Personality
Brand Communication
Brand Knowledge
Brand Awareness
Brand Image
Brand Equity
Brand Loyalty
Brand Architecture
Brand Hierarchy
Brand Extension
2) What would be the linkages amongst the following elements? I.e., from your understanding of
the following elements, draw up a brand management framework:
a) Brand Awareness
b) Brand Communication
c) Brand Equity
d) Brand Identity
e) Brand Image
f) Brand Personality
g) Brand Positioning
Session 2
Topic
Essential Readings
Case
Article
Topic
Essential Readings
Case
Article
Recommended Reading
Topic
Essential Readings
Case
Article
Branding
1.
1.
Dove: Evolution of a Brand
Grimaldi Vincent, “The Fundamentals of Branding”
Session 3
Branding after M&A; Elements of Brand Management
1.
1.
1.
Doosan Infracore International: Portable Power Brand Transformation (A)
Guzman, Francisco (Esade), “A Brand Building Literature Review”
Louro, Maria J. and Paulo V. Cunho (2001), “Brand Management Paradigms,” Journal of
Marketing Management, Vol. 17, 849-875.
Session 4
Brand Positioning & Repositioning
1.
1.
Microsoft Corp.: Branding and Positioning .NET
“Brand Confusion”
Topics
Session 5
Brand Positioning & Repositioning; New Products & Brand Extensions; Brand Management
Framework
Essential Readings
Case
Article
Additional Instruction
1.
Xiameter: The Past and Future of a “Disruptive Innovation”
1.
“Whatever Happened to Positioning”
Assignments to be individually submitted (print out) to Faculty at the START of the session
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Topics
Essential Readings
Case
Article
Topics
Essential Readings
Case
Article
Recommended Reading
Topics
Essential Readings
Case
Article
Topics
Essential Readings
Case
Articles
Session 6
Brand Positioning & Repositioning; New Products & Brand Extensions
1.
1.
Toyota: Repositioning the Brand in Europe (A)
“Lure of Global Branding”
Session 7
Brand Positioning & Repositioning; New Products & Brand Extensions
1.
1.
1.
Mountain Man Brewing Co.: Bringing the Brand to Light
“Prioritize Brands in the Portfolio: Developing a Brand Portfolio Strategy in a Silo
Environment”
Hem, L.E. (2001), “Factors Influencing Successful Brand Extensions.” (on Moodle)
Session 8
Designing & Implementing Branding Strategies; Choosing Brand Elements to Build Brand Equity
1.
1.
Redefining the AXA Brand
“Creating the Living Brand”
Session 9
Designing Marketing Programs to Build Brand Equity; Iconic Brands
1.
1.
2.
Harley-Davidson: Building a Brand Through Consumer Engagement
“What Becomes an Icon Most?”
Aaker, Jennifer L. (1997), “Dimensions of Brand Personality,” Journal of Marketing
Research, 34(3), 347-356.
“Getting Brand Communities Right”
Recommended Reading
1.
Topic
Essential Readings
Case
Article
Managing Brands over Time
Topic
Essential Readings
Case
Article
Managing Brands over Time
Session 10
1.
1.
Samsung: Redefining a Brand
“If Brands are Built Over Years, Why are They Managed over Quarters?”
Session 11
Topics
Essential Readings
Case
Article
Recommended Reading
1.
1.
Reebok Pursuing Generation X
“See Your Brands Through Your Customers’ Eyes”
Session 12
Leveraging Secondary Brand Knowledge to Build Brand Equity; Integrating Marketing
Communications to Build Brand Equity
1.
1.
1.
‘Do It Show’: A New Mobile Communications Service in Korea
“Why You Need A New-Media ‘Ringmaster’”
Iqbal, Mohammad, “The Elongating Tail of Brand Communication: An Approach to BrandBuilding Incorporating Long Tail Economics,” Ogilvy & Mather, Bangalore. (on Moodle)
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Topics
Essential Readings
Case
Article
Topics
Essential Readings
Case
Article
Recommended Reading
Topics
Essential Readings
Case
Article
Recommended Reading
Topic
Essential Readings
Case
Article
Session 13
Customer-Based Brand Equity; Developing a Brand Equity Measurement and Management
System
1.
1.
Trouble Brews at Starbucks
Keller, Kevin L. (1993), “Conceptualizing, Measuring, and Managing Customer-Based
Brand Equity,” Journal of Marketing, 57, 1-22.
Session 14
Measuring Sources of Brand Equity: Capturing Customer Mindset; Brand Loyalty
1.
1.
1.
Case for Brand Loyalty
Fournier, Susan (1998), “Consumers and Their Brands: Developing Relationship Theory in
Consumer Research,” Journal of Consumer Research, 24, 343-373.
Oliver, Richard L. (1999), “Whence Consumer Loyalty?” Journal of Marketing, Vol. 63,
33-44.
Session 15
Measuring Outcomes of Brand Equity: Capturing Market Performance (Brand Valuation)
1.
1.
1.
Habitat for Humanity International: Brand Valuation
“Brand Valuation” – A Chapter from Brands and Branding. An Economist Book.
Raggio, Randle D. and Robert P. Leone (2007), “The Theoretical Separation of Brand
Equity and Brand Value: Managerial Implications for Strategic Planning,” Journal of Brand
Management, Vol. 14, 380-395.
Session 16
Managing Brands over Geographic Boundaries and Market Segments
1.
1.
Infosys: The Challenge of Global Branding
“How Global Brands Compete”
Session 17
Topic
Essential Readings
Case
Article
Topic
Essential Readings
Case
Article
Topics
Additional Instruction
Brand Gender
1.
1.
Unilever’s Mission for Vitality
Alreck, Pamela L. (1994), “Commentary: A New Formula for Gendering Products and
Brands,” Journal of Product and Brand Management, 3(1), 6-18.
Session 18
Counterfeiting of Brands – Managing the Menace
1.
1.
Can Knock-offs Knock Out Your Business?
“Protect Your Product’s Look and Feel from Imitators”
Sessions 19-20
Final Perspectives
Project Presentations
Project Final Report Due at the start of session 19
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Guidelines for Group Project
Brand Audit or Topical:
 The objective is to complete a brand audit OR a topical brand-related issue of your choice. The objective
of this project is to give you hands-on experience in brand management.
 Through the brand audit, you shall assess the sources of brand equity for your chosen brand and suggest
ways to improve and leverage that brand equity.
Through the topical issue, you shall assess the relevant concepts for your chosen brand(s) and suggest ways
to improve and leverage the brand equity.
This project is a very important activity to apply our learning to the reality of the context we are familiar
with. You shall do this in consultation with me.
 You will choose your team members (5 in each team) by the 6th session and submit an interim report to me
by the 8th session and the final report by the start of the 19th session.
 For guidelines on brand audit, please go through pages 126-131 of Keller’s textbook. Use the Rolex Brand
Audit (pages 132-137) as the benchmark. Note that some aspects shall change depending on the brand you
decide on auditing.
 Another very useful resource is available at:
http://faculty.insead.edu/chandon/personal_page/documents/case-note_brand%20audit-inspection%20copy.pdf
 The contents of the project report are:
(A) Brand Inventory:
History, Ownership, Target Customer Profile, Product-related Attributes, Brand Elements, Brand Portfolio, Communication,
Pricing & Distribution, Positioning, POPs & PODs, Profile of No.1 competitor, etc.
(B) Brand Exploratory:
Customer Knowledge Structure, Sources of Brand Equity, Brand Mantra, The CBBE Pyramid, Major Issues, etc.
(C) Conclusion & Recommendations
SWOT, Brand Strategies based on Environment, S-T-P, 4/7 P’s and other factors
 You have to choose a brand for which adequate secondary information is easily available to address these
requirements. It is largely based on secondary data.
 Primary data collection: You will also use a convenient sample of a minimum of 30 respondents with a
questionnaire that can incorporate quantitative and qualitative research components to discover associations
and imagery. You may limit your study to a single well-known brand you are familiar with.
Students will be required to regularly interact with the faculty to ensure good progress on the intensive project.
Moodle registration
Course name
:
Course category
: Marketing
Course enrollment key :
Group participation – Each group will be assigned one week on Moodle to lead discussions.
Individual participation – Students not part of the group assigned for the week shall participate in discussions.
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