Institute of Business Management College of Business Management

Brand Management Code: MKT 511 Course Outline, Assignments & Learning Obje ti!es "a ult#: $ja% &asa#
1' Aims and Obje ti!es: This course is designed to introduce the concept of brands, brand equity, brand identities, the value of brand as an asset and how they deliver value to all the stakeholders including the company. Students will develop appreciation of brand architectures, brand product relationships, brand vision and brand positioning. The students will learn the skills needed to visuali!e, create, launch, and manage brands. Students will also learn techniques to grow and manage single brands and brand portfolios through e"tensions and handling brand name changes by proper planning and techniques, especially through use of brand metrics, and brand activations. Students will be e"posed to contemporary developments in branding theories and brand management techniques by the use of new literature on the sub#ect, best practices $ case studies. %. (re)re*uisites& Management. 'rinciples of Marketing $ Marketing

(. Intended Learning Out omes a. )nowledge and understanding *+ ,ole of brand management in the changing business environment %+ Brand concepts in the contemporary conte"t (+ -pportunities and challenges in the creation and management of brands. .+ /mportance of innovation for brands. 0+ Brand metrics. b. /ntellectual skills

*+ 1naly!ing brand practices in the country and in global markets. %+ 1nticipating, accepting or influencing change in the management of brnads. (+ Challenging the status quo. c. 'rofessional and practical skills *+ 1naly!ing business case studies %+ 'articipating productively in group discussions d. 2eneral and transferable skills *+ 3riting summaries of articles $ case studies %+ 3orking in teams. +' Tea ,ing Met,odolog#: a. 4ach session would normally begin with a quick recap of concepts discussed in the previous session. b. The normal teaching methodology will consist of interactive class discussions, based on te"tbook chapters, case studies, $ other reading assignments notified or distributed, as a follow up of the preceding session. Students participating in class discussions will be rewarded. c. ,eading assignments will consist of book chapters, case studies and other relevant handouts and research studies. d. Students will be encouraged to take notes during class, in order to enhance retention of concepts. Soft copies of every class presentation will be made available after every session. e. 5aunches of new brands in the market will be discussed and students will be encouraged to come with such materials to class for discussion. Attendan e: Students are e"pected to attend all sessions to benefit from points outside of the shared material, spontaneously highlighted during class discussions. 1llowed absences should only be utili!ed in case of illness or emergencies. Students not meeting the attendance requirement stipulated by /oBM shall do so at their own risk.. -#llabus:

-essi To.i s on

/eading0 Assignme nt And Cases

Learning Obje ti!es

*$%

a+ /ntroductio n b+ Term 'ro#ect briefing c+ 6nderstand ing Brands

Developing/ Managing Brands

Understanding contemporary branding Responsibilities of brand management Brand identity, personality & positioning Role of brand communities Understanding brand equity

($.

Ch. %7 Te"tbook

Reviewing key principles of strategic brand management ew rules of brand management ew brand realities Building t!e brand in reverse "!e #$%% brand e&perience '!allenges of brand management

0$8

;$ *<

>$?

9eveloping brand identity The need for identity and positioning :our questions& focus on positioning 1pproaches to positioning Brand identity prism. Building & Te"tbook Brand life cycle or product *ustaining Brands life cycle =urturing brands 2rowth $ decline of brands Brand pricing $ distribution Creating entry barriers Brand or customer equity Building & Te"tbook $ Creating a brand platform *ustaining Brands Case Branding company or stud#: product -aturn Strong brands, strong positioning Comparing 'eugeot $ @3 2olf.
Brand (dentity & )ositioning

Ch. 07 Te"tbook

** *%$* (

*st Mid Term /dentity $ Brand Change

*.$* 0

2rowth through Brand 4"tension

*8$* >

Multi brand portfolios

Te"tbook Should brands change& reassurance or stimulation /ntegration $ differentiation Brand values $ e"pectations Balancing growth, diversity $ coherence. Te"tbook $ Brand e"tension in Arti le practice ,easons for brand e"tension 1i!ea brand e"tension &2AT /$-$A/C2 T$LL- 3- ABO3T B/A14 $5T$1-IO1' Te"tbook $ 'ortfolio si!e Case management stud#: Benefits of multiple T,e brands -6at , 5inking portfolio and 7rou. segmentation )ey rules to manage multi brand portfolios :rom 1rthur 1nderson to 1ccenture brand change $ fusion of identities ,ationale for brand transfers Challenges in transferring brands 3hen not to switch brands Some best practices. Aow valuable are brands ,easons for brand decline 'reventing brand aging ,e#uvenating a brand 2rowing older but not aging.

*? *;$% <

8nd Mid) Term $9am: Aandling Ch. *%7 Brand Te"tbook Transfers $ =ame Change

%*$% %

"urning +round a Brand

Ch. *(7 Te"tbook

%($% . %0$% 8

Managing a 2lobal Brand Branding in the 9igital 1ge

Case stud#: -tarbu ;s 1rticle

Starbucks B a story of growth

The #ourney in practice. 5aunching a pilot 1 customer e"perience plan =ew roles for marketing $ brand management.

%>$% ? %;$( <

Term 'ro#ect 'resentations "I1AL $5AM

7rading (oli #: 7rade A< A A) B< B B) C< C 4 " Mar;s =>)1?? =1)=5 AB)=? A@)A> B=)A+ B5)BA >=)B@ >@)>A >?)>+ C >? 7rade (oints @ +'A= +'BA +'>B +'++ + 8'>B 8'5 1'5 ?

Assessment: :inal 4"am .<C Mid Term 4"ams B T3- D*0 Marks each+ (<C 1ssignments 7 Class 'articipation *<C Eui!!es 0C Term 'ro#ect DCase 'resentation+ *0C

Text Book:
ew *trategic Brand Management, -ean. oel /apferer 0t! 1dition 2 M)3 Books

Reference Books:
Marketing "e&t, )!ilip /ottler & /evin /eller

Articles:
"o be provided