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COURSE OUTLINE
Brand Management
PGDM
2015-2017
4
BRMT
3 (24 Sessions)
Prof. Simon George and Prof. Vinod Madhavan
Introduction:
This course focuses on management of products more specifically on brands, in
a marketing set up of a company. A brand focused management has assumed
importance in the background of more intense competition among brands in the
market and due to the need of more focused support required for each brand in
the company. Products are generic and tangible expressions, while brands are
the tangible and intangible expressions of a product. Brands tell consumers
about its origin, identity, personality, culture, values in addition to the functional
utility that it offers. A brand very specifically expresses a product through a
name. Brand management hence consists of creating tangible and intangible
assets in a product to the satisfaction of the customers by fulfilling his needs. It
also means being strategic to be more effective than competition. Brands
provide an opportunity for the company to differentiate a product through its
tangible features and make it stand out distinct against competition. A key task
of branding involves giving an appropriate name to a product to make it distinct
and easily identifiable. The name, the tangible and intangible dimensions added
over a period of time creates a unique aura around each brand. This task of
consciously and consistently nurturing a brand favorably and positively in the
mind of the consumer is called Brand management.
Brand management thus essentially include product creation, product
development, creating an identity and value, product launch, communicating
the image and building the brand. It also includes developing very deeper
understanding of present and potential consumers (their characteristics and
behavior) too. These tasks are carried out with a strategic intention to create
powerful brands. These tasks form the various components of discussion in this
course on Brand management.
Course Objectives:
Concept of a Brand
Products and product Development process
Brand Architecture and Product portfolio analysis
Brand analysis
Product- market fit. Understanding Segmentation strategies
Developing Positioning strategies.
Creating a Brand identity.
Brand Equity
Branding management Strategies
Market testing
Product launch and re-launch.
Brand extension-an effective brand strategy
Brand valuation
Brand audit and brand report card
Digital branding
Policy on Plagiarism:
Plagiarism of any kind and to any extent would attract penalties. The
assessment would be zero for the particular component, with no further
opportunity to improve. Repetition of the offence would result in failure in the
subject.
Yes / No
Weightage
(%)
Duration
(Minutes)
Open / Close
Book
NO
NA
NA
NA
YES
35%
120
Close book
Weightage
Class participation
30%
All sessions
Quiz
15%
Assignment
20%
Assessment of Learning:
Programme Learning Goals-Objective Course Matrix:
PLG
PLG
1
PLG
2
PLG
3
PLO
Programme Learning Objective
#
Demonstration of mastery in
the fundamentals of the
technical and functional
areas of management of an
enterprise
Demonstration of
understanding of effective
integration and coordination
of all functional areas and
the resultant impact on the
performance of an enterprise
Demonstration of conceptual
knowledge and skills to view
an enterprise as a whole and
of how the enterprises
Addresse
d by the
Course
Yes No
PLO
3B
strategy and organization
should be harmonized with
the external forces in the
environment
PLO
3C
PLO
3D
PLG
4
PLO
4A
PLO
4B
PLO
5A
PLG
5
Demonstration of the
capacity to take leadership
role in business situations
PLO
5B
Session
SESSION PLAN
2
3
Session title
What is brand
management?
Brand elements
What is brand
management?
Brand elements
What is brand
management?
Pertai
ns to
obj.
Method
Text
book
chapt
er
1B
Discussion
Ch.1&
2
1B
Discussion
Ch.1&
2
1B
Discussion
Ch.1&
2
Case/exerci
se
Other Reading
Concept of a
brand
Case: NACCO
- Marketing
jam
Case: NACCO
- Marketing
Concept of a
brand
Concept of a
brand
Brand elements
jam
Brand
Architecture and
Product portfolio
analysis
Product
portfolio
analysis
Product portfolio
analysis
In class
exercise
Brand
Architecture
Case:
Mahindra
rise
10
11
12
13
Se
ssi
on
no.
14
Product
development and
brand analysis
Product
development and
brand analysis
Product
development and
brand analysis
Establishing
product market
fit- Segmentation
and Brand
positioning
Establishing
product market
fit- Segmentation
and Brand
positioning
Brand Identity
Brand Identity
Session title
Market testing
for brand launch
1A
Discussion
1A
Discussion
2A
Discussion
Ch.11
Ch.11
2A
Discussion
Case: Victor
brand
2A
Solution
presentati
on
Case: Victor
brand
5B
5B
1A &
3A
1A &
3A
Pertai
ns to
obj.
Discussion
Discussion
Case: Ontela
PicDeck (A)
Case: Pride
stovesAssessing
brand value.
Discussion
Lecture
Chapter 8 &11 of
Kotler, Keller,
Koshy, Jha.
Brand Identity by
Jean Noel
Kapferer
Discussion
Method
Chapter 20 of
Kotler, Keller,
Koshy, Jha.
Chapter 20 of
Kotler, Keller,
Koshy, Jha.
Chapter 20 of
Kotler, Keller,
Koshy, Jha.
Chapter 8 &11 of
Kotler, Keller,
Koshy, Jha.
Ch.3
Ch.3
Text
book
chapt
er
Brand Identity by
Jean Noel
Kapferer
Case/exerci
se
Other Reading
Chapter 19,
of Kotler,
Keller, Koshy,
Jha.
Test marketing
new products Chapter 10- book
on New Product
15
Brand equity
3D
Discussion
Ch. 8
&9
16
Brand equity
3D
Discussion
Ch. 8
&9
development by
Robert .J.
Thomas.
(a)Brand Equity
and its
measurement Notes by
Instructor.
(a)Brand Equity
and its
measurement Notes by
Instructor.
Quiz (15%)
17
18
(a)Brand Equity
and its
measurement Notes by
Instructor.
(a)Brand Equity
and its
measurement -
3D
Discussion
Case: Kurlon
ltd.
3D
Solution
presentati
on
Case: Kurlon
ltd.
19
Branding
Strategies
5B
Discussion
Ch.11
Case: Loreal
20
Branding
Strategies
5B
Discussion
Ch.11
Case: Loreal
Branding
strategies in a
changing
Marketing
environment.
Branding
strategies in a
changing
Marketing
environment.
21
22
23
Brand extension
Brand valuation
Digital branding
1A
Discussion
3B
Discussion
3B
Discussion
Ch.12
Case: Hi
designleather
heritage or
life style
brand
Leveraging brand
equity for
developing
appropriate
brand extension
strategies. By
Instructor.
Assessing brand
Value- by Michael
Birkin.
Branding in the
digital Age, by
David C
Adelman,
Harvard Business
Review.
24
Digital branding
5B
Case
discussion
Case: Accor
Jean Noel Kapferer (2003) Strategic brand management, 2/e, Kogan Page.
Paul Stobart (1995) Brand Power, 2/e,The Macmillan Press ltd. .
David Aker(1991)Managing brand Equity, 1/e,Free Press
David Aker (1996)Building Strong brands , 1/e, Free Press
Pran K Choudhury (2001) Successful branding, 1/e, University Press ltd.
YLR Moorthi (2002) Brand management,2/e, Vikas Publishing.
Endorsed by :
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