Course Sheet
Course Code
MKTG 641
Course Title
Brand Management
Credits
3
Course Objectives
This course will give students an understanding of the process of brand building in a variety of business
contexts. There will be special focus on the brands and brand management in the Indian Context.
Course Description
Course Outline- Major topics followed by subtopics
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Introduction to Brand Management
o What is a Brand
o What Can be Branded
o Branding Challenges
o Strategic brand Management process
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Customer Based Brand Equity (CBBE)
o Concept of Brand Equity
o Customer based Brand Equity
o Creating Customer Value
Brand Positioning
o Identifying & Establishing Brand Positioning
o Positioning guidelines
o Brand Audit
o Brand mantras
Choosing Brand elements to build Brand Equity
o Criteria for choosing brand elements
o Options & tactics for Brand Elements
Managing Marketing programs to build Brand Equity
o New perspectives on marketing
o Product, Pricing & Channel strategies
Marketing Communications & Brand equity
o New Media Environment
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o Overview of Marketing Communications Options
o Developing Integrated Marketing Communications (IMC) programs
Leveraging secondary Brand Associations
o Conceptualizing the leveraging process
o Ways of leveraging secondary brand associations
Developing Brand Equity Measurement & Management System
o Brand Value chain
o Brand Tracking Studies
o Brand Equity Management System
Measuring sources of Brand Equity
o Qualitative & Quantitative techniques
o Models of CBBE
Measuring Outcomes of Brand Equity
o Comparative & Holistic Methods
Designing & Implementing Branding strategies
o Brand architecture
o Brand Hierarchy
o Designing of Branding Strategy
o Cause Marketing for Brand Equity
Introducing & Naming New Products & Brand Extensions
o New Products & Brand Extensions
o Advantages & Disadvantages of Brand Extension
o Evaluating Brand Extension Opportunities
o Understanding how Consumers evaluate Brand extensions
Managing Brands Over time
o Reinforcing & revitalizing Brands
o Adjustments to brand Portfolio
Managing brands over Geographical Boundaries
o Advantages & Disadvantages of Global marketing Program
o Building Global CBBE
Contemporary Branding Strategy
o Strategic Brand Management
o What makes a Strong Brand
o Special Applications
Course Delivery
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Lectures, Case Discussions, Simulations, Labs, Practitioners sessions
Textbook
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Kevin Lane Keller, “Strategic Brand Management”, 3rd Edition, 2008, Pearson
Reference Books & Additional Reading Material
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Jean-Noel Kapferer, “Strategic Brand Management Creating& Sustaining Brand Equity Long
Term”, Kogan Page, 2008
NitishRai Gupta, “The 7 Principles of Brand Management”, Tata McGraw Hill, 2011
KirtiDutta, “Brand Management – Principles and Practices”, Oxford University Press, 2012
M.G. Parameswaran, “Building Brand Value”, Tata McGraw Hill, 2006