MBA II Year I Semester MINOR – II (Marketing)

18MBAP420 BRAND MANAGEMENT

L T P C

3 1 0 4

Course Prerequisite: Basics of Marketing

Course Description:

The course builds on existing communications and consumer behaviour models in order to explore
many of the issues facing a modern-day brand manager. This course helps to define, develop and
apply tactics and strategies in brand management through a systematic model and process. Focus on
the concept of brand equity and its creation and growth through brand positioning, measurement of
brand performance and strategies to sustain and build over time.

Course Objective

1. To understand the significance of Branding.

2. To identify a brand.

3. To demonstrate how to position a brand.

4. To elucidate how to enhance brand value to through appropriate communication

5. To teach how to assess brand performance/personality.

UNIT I: INTRODUCTION

Concept of brand, significance and objectives of branding, different types of brands, Branding
Challenges and opportunities, planning and implementing brand programme, Branding in India:
Challenges and opportunities. Branding and Rural Markets. Global Branding strategies.

UNIT II: BRAND IDENTITY

Brand Identity: concept, elements, benefits, developing brand identity system, brand identity
structure, Brand knowledge, Brand awareness & Brand Image, brand failures, Identity, co-brands,
store brands, launching new brands.

UNIT III: BRAND POSITIONING AND EQUITY

Brand positioning: Definition of Target Market & Market Segmentation. Establishing the Points of
Parity & Points of Difference. Brand positioning guidelines, establishing brand values.

Brand equity: concept, elements, types of brand equity: cost based, price brand and customer-based
brand equity, need for measuring brand equity, Keller’s CBBE Model, brand equity –Issues
UNIT IV: BRAND COMMUNICATIONS AND EXTENSION

Advertising and brand building, Brand promotion methods, Integrated Marketing communications
for brand building. Brand extension: concept, need, merits and demerits, guidelines, types. Re-
branding and Re-launching, Factors influencing extension decisions, Managing Growth through
Brand Extensions.

UNIT V: BRAND PERFORMANCE AND PERSONALITY

Measuring and interpreting brand performance, celebrity endorsements, role of brand ambassadors
and celebrities. Brand personality: concept, definition, importance, dimensions. Brand personality
and brand image in managing brands.

Case Study: Compulsory and Relevant Cases have to be discussed in each unit.

Assignment: Two relevant assignments have to be given to the students

Course Outcome:

At the end of the course, the students will be able to 1. Identify need for branding.

2. Develop a brand using branding models.

3. Use the appropriate framework to position a given brand.

4. Use appropriate brand communication to enhance the brand value.

5. Assess brand performance/personality.

Text Books:

1. Ramesh Kumar, Managing Indian Brands, Vikas Publication, India, 2002.

2. MahimSagar, Deepali Singh, D.P.Agarwal, Achintya Gupta. Brand Management Ane Books Pvt.Ltd ,
2009.

3. Kevin Lane Keller, Strategic Brand Management, Pearson Education, India.

4. Mathur, U.G. Brand Management – Text and Cases, Macmillan India Ltd. 2006.

Reference Books:

1. Aarsh V. Varma, Brand Management , Excel Books 2007

2. David Aaker, Managing Brand Equity, Free Press, 2009

3. YLR Murthy, Brand Management: Indian Cases .Vikas, New Delhi

4. Chunnawala, S.A., Compendium of Brand Management, Himalaya Publications House, 2004.

Mode of Evaluation: Assignments, Seminars, Written Examinations