17MBAMM404 Strategic Brand Management syllabus for MBA

Introduction to the concept of Brand Management:

Brand –Meaning, Definition, Evolution of Brands, Functions of Brand to consumer, Role of Brand- 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

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, David Aaker’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,

Choosing Brand Elements to Build Brand Equity:

Criteria for choosing brand elements, options & tactics for brand elements-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 process.

Brand Value chain-

Designing Brand Tracking studies, Establishing brand Equity Management Systems.

Methods for measuring Brand Equity-

Quantitative Techniques & Quantitative Techniques,Comparative methods-Brand based comparisons, marketing based comparisons- ConjointAnalysis, Holistic methods.

Managing Brand Equity:

Brand Reinforcement, Brand Revitalization, Brand Crisis.

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.

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. 8 Hrs

Case studies

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 etc – what is their branding strategy
• Students are supposed to assess the product life cycle and appraise alternative 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. 4 Hrs

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 , 1/e, HPH, 2004.
• Brand Management, Tapan Panda, 2/e, Excel Publication.

REFERENCE BOOKS:

• Brand Management- Harish V Verma, 2/e, Excel BOOKS.
• Compendium Brand Management – Chunnawalla, 1/e, HPH, 2003.
• Managing Indian Brands – S Ramesh Kumar – Vikas.
• Strategic Brand Management- Richard Elliott & Larry Perclu, 1/e, Oxford Press.
• Creating powerful brands – Chernatony, 1/e, Elsevier Publication.