Brand Management

Program : MBA Class of : 2011

Credit : 3 Sessions : 33
Course Code : SL MM 612

Objective
To familiarize students with the concept of a ‘brand’, the role of branding in marketing strategy;
brand equity, its importance and measurement, how to create and retain brand equity; operational
aspects of brand management. To introduce students to advanced topics of Brand Management.

REFERENCE BOOKS AUTHOR / PUBLICATION

Strategic Brand Management Keller, K.L. 03rd edition - Pearson
Strategic Brand Management Kapferer, J.N. Free Press - 1994
Brand Management: The Indian Context; Moorthi, Y.L.R Sangam Books Ltd. - 1999
Managing Brand Equity Aaker, D.A Free Press - 1991
Brand Leadership: The Next Level of Brand
Aaker / Joachimsthaler. Free Press - 2000
Revolution
Beyond Branding Marconi, J. Probus Professional Pub. - 1993
Brand Positioning: Strategies for Competitive
Sengupta, S. Tata McGraw Hill - 2005
Advantage
Czerniawski, R.D. / M.W. Maloney. Hudson
Creating Brand Loyalty
House Publishing - 1999
Brand Power Stobart, P. NYU Press - 1994
Leslie de, C / Mc Donald. Butterworth –
Creating Powerful Brands, 3rd e
Heinemann - 2003
Brand Portfolio Strategy Aaker, David A. Free Press - 2004

Detailed Syllabus stagnating

Concept of ‘Brand’ : Why Brand? What does
Brand Building involve? Identification of
opportunity for branding and Brand
Management Process. Brand Identity,
personality, image and equity.
Branding Positioning and repositioning,
Strategic brand Management Process :
Sustaining a brand long-term, Branding at
different stages of market – evolution – The
scope for branding, the role of branding and
branding strategies needed at different stages in
the evolution of the market, Brand Architecture:
Handling a Large Portfolio, Multi-Brand
Portfolio. Brand Hierarchy, Revitalizing brands:
Re-launch, Rejuvenation, when brand is dying
or stagnating, or when the market is dying or
Creating strong brands through secondary
Brand Associations: Creating Brand image
through elements of marketing mix.
Managing Brand Extensions
Managing Brand Equity: What it means: how
to build it; Choosing brand elements to build
brand equity – Customer based brand equity –
Understanding and Measuring brand equity
using Aaker, Keller. Kapferer, Young and
Rubicum, Interbrand methodologies (methods
of brand valuation); Monitoring brands, Sources
of brand equity (Brand Awareness, Brand
personality, Brand loyalty, perceived quality,
brand associations). The Brand Report Card
Managing brands across geographical
boundaries. Source: Case Studies in Brand Management
Volume II
Special branding categories: Service brands,
Private labels, Industrial brands, Luxury brands,
Heritage brands, Internet brands, TOM (Top of
mind recall) brands.
Suggested Schedule of Sessions
Brand building in Indian context.
Cases No. of
Topic
Sessions
Faculty will be handling eight or more cases
Concept of ‘Brand’ (Including case
‘Hello Kitty’: A Japanese Superbrand 3
discussion)
Red Bull’s Innovative Branding Positioning and
Marketing:Transforming a Humdrum repositioning (Including case 2
Product into a Happening Brand discussion)
Volkswagen’s Iroc Concept: Reviving the Strategic brand Management Process
Scirocco to Target a Niche Market 8
(Including case discussion)
The loveLife Brand (A): Initiating a Creating Brand Image (Including case
Behavior Change in South African Youth to 5
discussion)
Prevent HIV
Managing Brand Extensions
Body Shop Brand: Repositioning to Target 2
(Including case discussion)
the ‘Masstige’ Segment and Impact of its
Acquisition by L'Oréal Managing Brand Equity: (Including
8
case discussion)
Repositioning Dabur
Managing brands across geographical
Arvind Brands’ Competitive Position in the 1
boundaries (Including case discussion)
Indian Branded Apparel Market
Special branding categories (Including
Multi-Branding Strategy of Videocon 2
case discussion)
Industries in the Consumer Durables Sector
Brand building in Indian context.
What’s in a Name – Lessons from Three 2
(Including case discussion)
Rebranding Exercises in India
Total 33
Apple iPod’s Promotional and Positioning
Strategies
Boots: Hair-care Sales Promotion
Tourism Malaysia: Creating ‘Brand
Malaysia’
Snapple’s Marketing: An Unconventional
Brand’s Claim to Fame
Haagen-Dazs: Repositioning a Cult Brand
Tata Indica V2 Xeta: Competing in the
Indian Small Car Market
Mountain Man Brewing Company:
Bringing the Brand to Light