‘Semester: 3 Learning Objectives: At the end of the curriculum the student should be in a position to develop the following attributes: 1) Knowledge: ao oe to the brand. 2) Skills: Ability to develop a brand identity structure, Learn to develop brand as a system, ceo re equity. 3) Attitude: Understand the concept of brand and brand identity. Learn the strategies and tools to create brand identities. Develop the understanding of managing brands asa system (brands and sub brands). Learn to measure brand equity, providing a value proposition and providing credibility Learn to apply marketing concepts in brand building. ‘Measure brand equity across products and markets, Possess intra functional understanding to make brand decisions, leveraging brand Learn to develop and maintain sustainable brand over a period of time. a. Ability to adapt organizations to changing environment for brand building. b. Ethical considerations in brand building. Content: Sr.No. Scope of topic to be covered Teaching Hours T Brand management ‘Introduction to brand management ‘+ Brand Origin and Brand meaning ‘Product and brand management Responsibilities and challenges 3 7 ‘Anaiomy of Brand ‘© Tangible and intangible attributes + Product and Emotion * Attributes, Benefits and perception 3 Building a Brand Brand management process 4 Brand building tools and objectives * Core Brand Values and Brand Mantras 7 Brand Pyramid + Building Blocks of brands ‘wwwsiescoms.edu Page 59Brand Essence + Brand Resonance 3 Brand Identity and Brand Image 3 ©) Brand identity structure © Brand symbols ‘© Brand identity Aker Mode! ‘+ Brand Identity Prism Kapferer é Brand Equity 3 Determinants of Consumer based brand equity Sources of brand equity Brand Knowledge Brand Awareness Associative memory network model Brand Associations, T Brand Positioning 3 ‘+ Positioning strategies + Perceptual mapping 5 Brand Elements 3 © Brand names = Logos + URLs. slovans 9 Brand strategy 3 ‘© Managing Brand system © Brandextensions, Leveraging brands 0 Measuring Brand Equity 3 + Brand Audit + BAY ‘Reference Materials Books: 1) Ackar, A. D. (1996). Building Strong: Brands, New York: The Fee Press. 2) Lehmann, D. R. & Winer, R.S. (2001), Product Management, McGraw-Hill 3) Sengupta, S. (2005). Brand Positioning: Strategies for Competitive Advantage, Tata McGraw- Hill 4) Tybout, A. M. & Calkins, T. (2005), Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management, John Wiley & Sons. Addendum: 1. The course delivery would be through class room sessions supplemented with guest lectures, teraction sessions and other appropriate sessions!