LESSON PLAN

Programme
Module / Subject

: BBA
: Strategic Brand
Management
: 2015-18
:

Semester No:
Tutor Name

: 3
: SUBHANKAR

Batch
Specialization
: BMC
Core Book(s)
1. I- nurture material 1
Reference Reading (s)
:
1. J N Kapferer, The New Strategic Brand Management - Creating and sustaining brand
equity long term, Kogan Page India Private Limited, 2005
2. Killer Web Content: (2006) Make The Sale, Deliver The Service, Build The Brand Gerry
McGovern,1/e, A & C Black.
Session
1

Unit
Unit-1 Brand
equity

Topics
What is a brand?
Introduction

Meaning and scope

Features and basic

characteristics

Activity

Remarks

Guest Lecture

1 Hr

5
6
7
8

9
10

Differentiating
between brand assets,
strength and value
Tracking brand equity;
Goodwill: the
convergence of
finance and marketing
How brands create
value for the customer
Brand and business
building Brand
building from product
to values, and vice
versa;
Are leading brands the
best products or the
best value?;
Activity (Class
Presentation /test
/Assignment

Assignment on
Strategies for brand
building

discussion)

Session
11

Unit
Unit-2 From
Private labels to
Store Brands

12

Topics
Activity
Evolution
of
the
distributors brand ; Why
have distributors brands? ;
The three stages of the
distributors brand

Remarks

13
Factors in the success of
distributors brands
Competing
against
distributors brands

14
15

The increasing role of

Strategy in Branding in
this regard---Global
examples
16
The increasing role of
Communication mix on
Branding in this regard--Indian examples
Revision

17
18

Activity (Class
Presentation /test
/Assignment discussion)

Session

Unit

19

Unit-3 The New

rules of Brand
Management

20
21

22

Topics

Offline Activity:
Case study

CT-1

Activity

The new brand

realities; Brand or
business model
power?
Building the brand in
reverse?
Beginning with the
Industrial Tour to
strong 360 experience Digital Company for
enhancement of
knowledge regarding
new rules of brand
management
The enlarged scope of
brand management;

Remarks

23

The use of technology

& mobile & www in
generating new brand
strategies

24

Strategic Brand
Building: A technique
Revision

25

Activity (Class
Presentation /test
/Assignment
discussion)

26

Session

Unit

27

Unit-4
Sustaining a
Brand in Long
Term

28
29
30
31

32
33

Session
34

Offline Activity:
Case study

Unit
Unit-5
Managing Global
Brand

Topics

Activity

Remarks

Is there a brand life

cycle? Significance
Study
Nurturing a perceived
difference Investing
in communication
Branding is an art at
retail
Creating entry barriers
;Defending
against
brand counterfeiting
Brand equity versus Assignment on
customer
equity: Customer Equity
Sustaining proximity
with influencers;
Revision
Activity (Class
Presentation /test
/Assignment
discussion)

CT-2

Topics

Activity

Patterns of brand
globalisation ; Why
globalise

35
The benefits of a
global image

Remarks

36

Conditions favouring
global brands

Case Study Analysis

of Nike

37
38

Barriers to
globalisation
Coping with local
diversity

39
40
41

Achieving the delicate

localglobal balance
Revision
Activity (Class
Presentation /test
/Assignment
discussion)

CT-3