SYLLABUS & LESSON PLAN

L T P C
MB18NR03 RETAIL BRAND MANAGEMENT

2 0 2 3

COURSE OBJECTIVES
• Develop a consumer-centric approach to building, measuring and evaluating strategies to build retail brand
• Identify important issues related to planning and implementing retail brand strategies for a diverse group of marketing.
• Evaluate retail brand impact and to measure strength for any particular market offering.
• Apply branding principles and retail marketing communication concepts

UNIT I Understanding of retail Brands – Definitions - Branding Concepts – Functions of Brand - Significance of Brands –
Different Types of Retail Brands – Co branding – Store brands. Building and Developing Retail Brand
UNIT II Generating brand loyalty- Brand image Building – Brand Loyalty programes – Brand Promotion Methods – Role of
Retail Brand ambassadors,– on line Retail Brand promotions.
UNIT III Retail Positioning and Brand image-Repositioning and brand image – Positioning of retail shops – Building retail
store Image - Brand image and store image-Retail service quality management
UNIT IV
Aligning the brand image with that of franchisees- Managing franchise relationships - dynamics of relationship- trust as
relationship builder, cultural aspects of relationship, stages of relationship building process, building a long term
relationship
UNIT V Developing and Evaluating a Retail Franchise System :Preparing for franchise - Assessing a potential franchise-
factors include retail brand age & stage in the life cycle.

LEARNING RESOURCES
1. Kevin lane keller, Strategic Brand Management, 3rd edition Pearson, 2011.
2. Srinivasan, Strategic Retail Management,Biztantra ,Dreamtech press,2010
3.Barry Berman, Joel R Evans, Retail Management-A Strategic Approach,10th edition,Pearson.2010
4. Kevin lane Keller, Best practice cases in branding: Lessons from the world’s strongest brands,3rd edition,
Pearson 2011.
5. Kaperfere, Strategic Brand Management, 4th edition, Paper back.
6. David asker, Building Strong Brands, free press, 1995.
7.A.K. Chitale & Ravi Gupta, Product Policy and Brand Management,3rd edition
 Lesson Plan

Student
Sl.No Syllabus Unit & Pedagogy Learning Learning
. Topics Session Preparation Outcomes Assessment
No.
Industry
. analysis,Case
Unit I LR1-Pg-290- study, Group
1. UNIT-I 1-9 hrs 291;6-9:157- Discussion
167:289-301
-Understanding 59-74.
Of Retail
Brands-
Definitions Concept learnt:

-branding Retail Branding,

concepts
Co-branding,
-Functions Presentations and
brand Discussion Store brands

-Significance of Global branding

Brands strategies in
Retail
-Different Types
of Retail brands

-co branding

-Store Brands

-Building and
Developing
Retail brands

2 UNIT II Unit II LR1-Pg59-74: Industry analysis- Concepts learnt: Case study,

Performing and Group
-Generating Session 198-199: Non performing Building Brand Discussion,
brand loyalty 10-19 Brands-Industry equity
hours 235-271;304- strategy Analysis
-Brand Image 307;17-21 and Assignments,
Building
 -Brand Loyalty Discussion and
programs Presentation

-Brand
Promotion
Methods

-Role of Retail
Brand
Ambassadors

-online retail
Brand
Promotions

3 UNIT III Unit-III LR3-Pg540- fStudy on Site, Concepts learnt: Case study,
550 Discussion and Group
-Retail Session Presentation, Types of Care Discussion
positioning and 20-29 -Pyramidal
Brand Image hours Case study and Structure of
Discussion Health Services-
-Repositioning Complexity of
and Brand Hospital
Image Organization

-Positioning of
Retail shops

-Building retail
store image

-Brand image
and store image

-Retail
Service quality
Management
Class quiz,
4 UNIT IV Unit IV LR2-Pg198- Presentation, Concepts learnt: Group
208; Discussion
-Aligning brand Session Case study(LR3- Branding in Retail
Reference seminars
image with that 30- pg 596) and
Material
of Franchisees 39hours Discussion Franchisee model
issued
-Managing
 franchise CRM in Retail
relationships

-Dynamics of
relationship

-Trust as
relationship
builder

-cultural aspects
of relationship

-stages of
relationship
building process

-building long
term
relationship

MCQs and
5 UNIT V Unit-V  Refer study Study on Site, Concepts learnt: Group
material Mini project discussion
Developing and Session issued/LR2- presentation, Retail Franchising
evaluating a Management
Pg198-208
retail franchise 40- Case study and
system: 45hours Discussion
 

- preparing for
franchise

-Assessing a
potential
franchise

-Retail brand
image and stage
in the Life Cycle

TOTAL 45 HRS
Internal Valuation Pattern:

Component Marks
Cycle test 10
Surprise Test 5
Model Exam 15
Mini Project 15
Class participation 5
Total 50
LEARNING RESOURCES
LR1. Kevin lane keller, Strategic Brand Management, 3rd edition Pearson, 2011.
LR2. Srinivasan, Strategic Retail Management,Biztantra ,Dreamtech press,2010
LR3.Barry Berman, Joel R Evans, Retail Management-A Strategic Approach,10th edition,Pearson.2010
LR4. Kevin lane Keller, Best practice cases in branding: Lessons from the world’s strongest brands,3rd edition,
Pearson 2011.
LR5. Kaperfere, Strategic Brand Management, 4th edition, Paper back.
LR6. David asker, Building Strong Brands, free press, 1995.
LR7.A.K. Chitale & Ravi Gupta, Product Policy and Brand Management,3rd edition

Dr. S. Premlatha Dr.S.Senthilkumar Dr.V.M. Ponniah

Course Coordinator HOD-Marketing Dean-MBA