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    Brand Management MBA3017

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    sahillibra
    This document outlines the modules covered in an MBA course on Brand Management. The modules cover concepts of branding including brand as a strategic asset and brand asset management. They also cover factors of brand success like brand equity, brand extension types and risks, importance of brand image and personality, brand positioning strategies and perceptual mapping, measuring return on brand investment, and the role of advertising in brand building strategy. The course references several textbooks on brand management, brand asset management, strategic brand management, and brand positioning.

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    Brand Management MBA3017

    Uploaded by

    sahillibra
    17 views1 page
    This document outlines the modules covered in an MBA course on Brand Management. The modules cover concepts of branding including brand as a strategic asset and brand asset management. They also cover factors of brand success like brand equity, brand extension types and risks, importance of brand image and personality, brand positioning strategies and perceptual mapping, measuring return on brand investment, and the role of advertising in brand building strategy. The course references several textbooks on brand management, brand asset management, strategic brand management, and brand positioning.

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    This document outlines the modules covered in an MBA course on Brand Management. The modules cover concepts of branding including brand as a strategic asset and brand asset management. They also cover factors of brand success like brand equity, brand extension types and risks, importance of brand image and personality, brand positioning strategies and perceptual mapping, measuring return on brand investment, and the role of advertising in brand building strategy. The course references several textbooks on brand management, brand asset management, strategic brand management, and brand positioning.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    17 views1 page

    Brand Management MBA3017

    Uploaded by

    sahillibra
    This document outlines the modules covered in an MBA course on Brand Management. The modules cover concepts of branding including brand as a strategic asset and brand asset management. They also cover factors of brand success like brand equity, brand extension types and risks, importance of brand image and personality, brand positioning strategies and perceptual mapping, measuring return on brand investment, and the role of advertising in brand building strategy. The course references several textbooks on brand management, brand asset management, strategic brand management, and brand positioning.

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    Download as PDF, TXT or read online from Scribd
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    BIRLA INSTITUTE OF TECHNOLOGY, RANCHI, INDIA DEPARTMENT OF MANAGEMENT

    MBA3017 BRAND MANAGEMENT


    Module 1: Concept of a brand: Logic of branding, Brand as a strategic asset, overview of brand asset management. Module 2: Factors of brand success: Concept of brand equity, Cost based, price based and customer based brand equity. Module 3: Brand extension: Need for brand extension, types of brand extension, category related, image related and unrelated brand extensions, risks of brand extension, line vs brand extension. Module 4: Brand image and brand personality: Importance definitions, implementing a brand personality strategy. Factors governing brand personality. Module 5: Brand positioning: Definition, components of brand positioning, perceptual mapping, repositioning strategies. Module 6: Return on brand investment: Measuring return on brand investment (ROBI) Module 7: Contribution of Advertising strategy to brand building: The development of strategy, Brand audit, Role of advertising. Reference Text Books: 1. 2. 3. 4. Brand Management -Y L R Moorthi Brand Asset Management- Scott M Davis Strategic Brand Management - Keller Brand Positioning - S. Sengupta

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