Scribd Logo
Upload

Welcome to Scribd!

  • 49 views

    Brand Management

    Uploaded by

    vaibhavsalgaonkarpc

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Brand Management

    Uploaded by

    vaibhavsalgaonkarpc
    49 views2 pages

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    49 views2 pages

    Brand Management

    Uploaded by

    vaibhavsalgaonkarpc

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    B.

    Com
    Semester VI
    Business Management (DSE 8)
    BRAND MANAGEMENT
    Course Code: UCOD129

    Course Objective: To understand the methods of managing brands and strategies for brand
    Management.

    UNIT I : INTRODUCTION TO BRAND (25 Marks, 15 Lectures)

    Meaning and Definitions of Brand – Branding- Concepts – Brand Evolution– Factors


    shaping a brand over its life cycle- Features of good brand name-Functions of Brand -
    Significance of Brands – Different Types of Brands – Co branding – Store brands-Branding
    Challenges and Opportunities, Brand Choice decision and models, Launching a new brand,
    Building brand in Indian Market,

    UNIT II: BRAND STRATEGIES (25 Marks, 15 Lectures)


    Strategic Brand Management process – Identifying and establishing brand positioning and
    values- Brand building, brand positioning and values brand repositioning- designing and
    implementing brand strategies, brand extension, brand transfer, brand hierarchy – Branding
    for Global Markets – Competing with foreign brands, Digital branding, Global branding,
    Corporate Branding, Service branding, B2B branding

    UNIT III: BRAND COMMUNICATIONS, BRAND EXTENSION AND BRAND


    EQUITY (30 Marks, 16 Lectures)

    BRAND COMMUNICATION - Brand image Building – Brand Loyalty programmes–


    Brand Promotion Methods – Role of Brand ambassadors, celebrities – On line Brand
    Promotions.

    BRAND EXTENSION – Naming new brand and extension, Advantages of extension,


    disadvantages of extension, Brand Adoption Practices – Different type of brand extension
    – Factors influencing Decision for extension – Re-branding and re-launching.

    BRAND EQUITY -Customer based brand equity, Concept of brand equity, sources of brand
    equity, benefits of brand equity, choosing brand elements to build brand equity, Brand
    element choice criteria, Brand element option, brand element tactics
    UNIT IV: BRAND VALUATION AND PERFORMANCE ( 20 marks , 16 lectures)
    Measuring sources of brand equity, qualitative research techniques, quantitative research
    techniques, measuring outcomes of brand equity, Comparative methods, Holistic methods,
    Brand equity measurement systems, Brand audit, establishing brand equity management
    system, Measuring Brand Performance – Brand Equity Management –Global Branding
    strategies - -Role of Brand Managers- Managing brand crisis, ethics and brands, managing
    brand overtime

    References:
    1. Kevin Lane Keller, Strategic Brand Management: Building, Measuring and Managing,
    Prentice Hall, 4rd Edition, 2012.
    2 Moorthi YLR, Brand Management – I edition, Vikas Publishing House 2012
    3. Lan Batey, Asain Branding – A Great way to fly, PHI, Singapore, 2002.
    4. Paul Tmepoal, Branding in Asia, John Willy, 2000.
    5. Ramesh Kumar, Managing Indian Brands, Vikas Publication, India, 2002.
    6. Jagdeep Kapoor, Brandex, Biztranza, India, 2005.
    7. Mahim Sagar, Deepali Singh, D.P.Agarwal, Achintya Gupta.–Brand Management Ane
    Books Pvt.Ltd – (2009).
    8 Gulnar Sharma and Karan Singh Khundia , Brand Management, Himalaya Publishing
    House ( 2012 )
    9) Aaker, David A: Building a Strong Brands, Free Press, New York
    10)Joel Kapfferrer: Strategic Brand Management, Kogen Page

    You might also like