Brand Management

Lecturer : Mr.
Ahmad Mujtaba Malik

Email id : [email protected]
Contact# : 0345-5559509
Classes : BBA VII, VIII, MBA III-IV
Slot : Morning-Evening
Session : Wednesday (11:30-13:00) With Appointment
Course Code : MKT-476 & 563
Course Objectives
Brand Management Course highlights the benefits of recognizing the importance and
relevance of marketing strategy and brand management. The students will understand the strategic
brands management process and how it is different and relevant simultaneously from strategic
process. This course will help the students to become better brand managers and develops brand
that will caters to consumers more effectively and efficiently. This course will also introduce
students with the research perspective of this subject. The students will be able to comprehend
different concepts and strategies to sustain competition from competitive brands in the market. This
course will assist Managers, for devising appropriate strategies and a chance to develop critical
analysis for different kinds of individual and brand portfolios. Furthermore students will learn to
develop winning mix for incorporating promotional tools required to highlight the presence,
imagery, personality and unique selling propositions of the brands. The course will open avenues
for the students to understand ethical issues in brand management and their long term relevance to
brand sustainability
Key Learning Outcomes:

The concepts and techniques learnt through this course will help students in a number of ways,
including:
 Understanding brand architecture and its conceptual bridging with marketing concepts.
 Students should be able to demonstrate an ability to comprehend brand equity and its
application.
 Developing comprehensive understanding and ability to handle different brand equity
measurement methods.
 Demonstrating an ability to apply brand strategy and be able to articulate brand strategy
towards branding actions.
 Be able to handle sustainable brand growth, considering brand ethical issues and
measurement.
 The students should be capable of employing brand audit.
Contents
Week Lecture TOPICS TO BE COVERED
No No
1. ( Ch1) Opening Perspectives
Introduction To Brand and Brand Management Concepts
1.
2. ( Ch1) Opening Perspectives
Strategic Brand Management Process
3. ( Ch 2) Developing a Brand Strategy
Customer Based Brand Equity
2.
4. ( Ch 2) Developing a Brand Strategy
Brand Positioning
5. ( Ch3) Brand Resonance and Brand Value Chain
Quiz 1 Building a Strong Brand and Luxury Brands
3.
6. ( Ch3) Brand Resonance and Brand Value Chain
Brand Value Chain and Brand Building Communities
7. ( Ch 4) Designing and Implementing Brand Marketing Programs
Choosing Brand Elements To Build Brand Equity
4.
8. ( Ch 4) Designing and Implementing Brand Marketing Programs
Choosing Brand Elements To Build Brand Equity
9. ( Ch 5) Designing Marketing Programs to Build Brand Equity
Assign-1 Perspectives on Marketing and Product Strategy
5.
10. ( Ch 5) Designing Marketing Programs to Build Brand Equity
Pricing Strategy and Channel Strategy
11. Case Study: 1
6.
12 Case Study: 2
13. ( Ch 6) Integrating Marketing Communications To Build Brand
Equity The New Media Environment , Four Major Marketing
Communications
7.
14. ( Ch 6) Integrating Marketing Communications To Build Brand
Equity Brand Amplifiers and Developing Integrated Marketing
Communication Programs
MID TERM EXAMS
MID TERM BREAK
15. ( Ch7) Leveraging Secondary Brand Knowledge To Build Brand
Equity Conceptualizing the leveraging concept, Company ,
Country of Origin and other Geographic Areas, Place Branding,
channel of distribution
ASSESSMENT INSTRUMENT WITH WEIGHTS:
SNR ITEMS MARKS

1 Mid Term Exam 30
2 End Term Exam 50
3 Internal Evaluation Breakdown
Quizzes and Class Participation 5
Case Discussion assignments 5
Practical Project & Présentations 10
Total 20 20
GRAND TOTAL 100
Quiz:
1. Chapter 2
2. Chapter 5
3. Chapter 12
Assignments:
1. Explain brand positioning concept of HOWDY in detail?
2. What are different tools used to promote new brand and explain which tool they have to
focus with help of examples?
3. Explain push and pull strategy and explain which strategy is useful for PEPSI to revive its
market share in Lahore?
Projects:
 Develop repositioning strategies for KFC and made their brand on top of fast food market.
RECOMMENDED TEXT BOOK
 Strategic Brand Management: Building, Measuring and Managing Brand Equity” By Kevin
Lane Keller, 4th Edition, Prentice Hall Inc.
REFERENCE BOOKS
 Strategic Brand Management: Creating and Sustaining Brand Equity long Term by Jean
Noel Kepferer- Auflage, London, 1997
 Managing Brand Equity. Aaker, D. A. (2009). Free Press NewYork , Harvard Business
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Brand Management

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Lecturer : Mr.

Ahmad Mujtaba Malik

Key Learning Outcomes:

SNR ITEMS MARKS

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