Module Name: Brand ManagementCourse Code: Block: 1Credit: 1Maximum Marks: 30

Module Prepared by:

1. Dr Neha Chibber

Module plan Discussion Date: July 1st, 2013

Members Present: Ranjani Matta, Anupama Parashar, Rajkumari Mittal, Saima Rizvi, Shivani Khurana, Pragya Sonawane, Ruchi Shah

Comments: The course was appreciated as it has caselets giving an in-sight into the concepts. This time the assessment would be based on End Term Exam and Ad-mad competition.

Final Submission Date: July 8th, 2013

Module Approved by:

Area Chair:

1. Ms Ranjani Matta ___________________________

2. Dr Pragya Sonawane ___________________________

3. Ms. Ruchi Shah ___________________________

4. Ms.Rajkumari Mittal ___________________________

5. Dr Anupama Prashar ____________________________

Dean:

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Director:

IILM Institute for Higher Education

Course Manual

Brand Management

PGP 2012-14

Sectors Job Profiles in this sector

FMCG, Consumer Durables (CD)

and Consumer Semi-Durables

(CSD) categories of industries.

Brand Manager

Brand Coordinator

Product Manager

Brand Custodians

Marketing Managers

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Course Overview

“If this company were to split up, I would give you the property, plant and equipment and I

would take the brands and the trademarks and I would be far better off than you.”

John Stuart

Ex-Chairman of Quaker Oats

A brand encapsulates an organization’s entire marketing effort on behalf of a product or ser-

vice. A strong brand is important as the battle for customers intensifies day by day. Compan-

ies spend enormous sums to design, launch, recreate and manage a brand. Brand managers

are the focal point of various activities – advertising & sales promotions, market research,

sales, distribution, purchase, pricing, R &D and strategy etc.

Keeping the above in view, the main objective of this course is to give students, a funda-

mental understanding and knowledge of building, measuring analysing and managing brand

categories for a company.

Learning Outcomes:

The objective of the course is to help you to understand:

1) Why do Brands matter – We will dig deep and understand as to why are brands im-

portant, what functions do they perform and why are they so valuable to marketers.

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2) Tools for measuring brand – We will examine the brand equity concept and introduce

the customer based brand equity concept. Also understand the financial implications

of a brand for a firm.

3) How to build strong brands – Discuss the concept of brand positioning and How to in-

tegrate marketing communications to build a strong brand.

4) Impact of brand equity on product line and firm performance, evaluating opportun-

ities for extending brands, and repositioning existing brands

5) Strategies to manage brands over time – How to reinforce and revitalise brands over

time.

These topics are explored in a variety of brand contexts. The course uses a combina-

tion of case analyses, projects and lectures, allowing students to develop their reper-

toire of marketing decision skills.

2. Introduction to the Tutors:

2.1 Area ChairName- Ruchi ShahPhone Number- 0124 6675721Email ID- ruchi.shah@iilm.eduCabin Location- Cabin 49, 1st Floor Gurgaon Campus

2.2 Tutor

Dr Neha Chibber

Pre Requisites

It is essential that the student has a thorough understanding of concepts from Marketing

Management.

Books and References:

Strategic Brand Management by Kevin Lane Keller

David Aakar- “Managing Brand Equity” Free Press

Supplementary Text:

Philip Kotler, Readings in marketing management.

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Subroto Sengupta, Brand positioning – Strategies for competitive Advantage.

Kapferer Noel Jean (KNJ), Strategic Brand Management

Sengupta S., Brand Positioning

Session Plan

Session Topic Chapter/activity

1 What is a brand and why do they matter. Keller, Chs 1

2 Case discussion - Amul Presentation of analysis

3 How to identify and establish brand positioning

and values

Keller , Chs 2 & 3

4 Case discussion – Lifebuoy & Dettol Presentation of analysis

5 Choosing brand elements and designing

marketing programs to build brand equity

Keller , Chs 4,5

6 Case discussion – Nike Presentation of analysis

7 Integrating marketing communications to build

brand equity

Keller , Chs 6,7

8 Case discussion – Maggie 2 minute noodles Presentation of analysis

9 Measuring Brand Equity -1 Keller, Chs 8

10 Case Discussion – Indian Premier League Presentation of analysis

11 Measuring Brand Equity -2 Keller, Chs 9,10

12 Guest Lecture Presentation of analysis

13 Brand extensions, co-branding and brand

architecture

Keller, Chs 11,12

14 Case discussion – Apple Presentation of analysis

15 Managing Brands over time Keller, Chs 13

16 Case discussion – Vodafone and Airtel Presentation of analysis

17 Global Brands Keller Ch 14

18 Case discussion – McDonalds Presentation of analysis

19 Private Labels and Generics Keller Ch 15

20 Closing Observations and review Keller Ch 15

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21 Ad Mad

22 Ad Mad continues

23 End Term Exam

24 End Term Exam

SESSION DETAILS

Session 1

What is a brand and why do they matter?

We will discuss the concept of brands and why are they so important for both consumers

and firm. The class will explore the important issues in planning, implementing and

evaluating brand strategies and discuss appropriate concepts, theories, models, and other

tools to make better branding decisions.

Reference Reading:

Chapter 1, Strategic Brand Management Kellers

Aaker, David Building strong brands

Learning Outcome:

The first class will give the students an introduction to the concept of branding. They would

be able to answer the questions like what is a brand and why do brands matter? They would

also learn the challenges and opportunities in branding.

Session 2

Case discussion - Amul

Two groups will analyse the growth of Amul brand and present answer to following

questions:

1) Evaluate the growth of Amul brand

2) Before the introduction of Amul brand, most people considered milk and butter as

commodities. How did Amul brand these commodities and who were its initial

competitors.

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3) How did Amul brand differentiate itself?

4) How has the situation changed with respect to recent competition

Reference Reading:

Chapter 1, Strategic Brand Management Kellers

Aaker, David Building strong brands

Learning Outcome:

After this session students will gain knowledge about how simple commodities and be

converted to brands and how stronger brands can be built over a period time through apt

marketing strategies.

Session 3

How to identify and establish brand positioning and values

We will explore the concept of brand equity and how to identify and establish an effective

brand positioning. We will discuss the customer based brand equity model in detail and

discus some of the main implications of this model. We will also discuss the advantages of

creating a strong brand.

Reference Reading:

Keller , Chs 2 & 3

Ries, Al & Laura (2004): The origin of brands, Harper Business

Learning Outcome:

After this session students will gain an insight on how Customer based brand equity is the

differential effect that brand knowledge has on consumer response to marketing of that

brand. Also the students will learn the principles of identifying and establishing brand

positioning.

Session 4

Case – Lifebuoy and Dettol

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1) Evaluate the positioning of each brand

2) Who are their target markets

3) What are their main points of parity and points of difference?

4) Have they defined their positioning correctly? How might it be improved?

Reference Reading:

Keller, Chs 2 & 3

Ries, Al & Laura (2004): The origin of brands, Harper Business

Learning Outcome: This session will help students understand how brands are positioned

differently to tap the mind space of consumers.

Session 5

Choosing brand elements and designing marketing programs to build brand equity

In this session we will discuss how marketing activities in general and product, pricing and

distribution strategies in particular – build brand equity. How can marketers integrate these

activities to enhance brand awareness, improve the brand image, elicit positive brand

response, and increase brand resonance.

Reference Reading:

Keller , Chs 4,5

Learning Outcome: This session will help students understand on how brand can be

effectively integrated into the marketing program to create brand equity. It will also help

students understand on how a marketer should select the various brand elements to

enhance brand awareness.

Session 6

Case – Nike

1) Identify all its brand elements

2) Assess the ability of brand elements to contribute to brand equity.

3) Do a brand elements comparative analysis of Nike and its competitors.

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4) Identify five more brands which have mixed and matched their brand elements

effectively to enhance brand awareness

Reference Reading:

Keller , Chs 4,5

Learning Outcome: This session will enable the students to understand the importance of

brand elements and how they need to be mixed and matched effectively to enhance brand

awareness.

Session 7

Integrating marketing communications to build brand equity

Marketing communications are the means by which firms attempt to inform, persuade, and

remind consumers directly or indirectly about the brand they sell. In this session we will

discuss the common marketing communication options for the consumer market.

Reference Reading:

Keller Ch-6,7

Learning Outcome: At the end of the session, the students will have an understanding of the

various marketing communication channels which can be used to inform the consumers

about a particular product.

Session 8

Case – Maggie 2 minute noodles

1) What are the mediums of marketing communication used by Maggi

2) Evaluate their print ads and TV commercial.

3) Evaluate the use of internet, specifically social media efforts in promoting Maggi

4) What were the sale and consumer promotion activities that have been used

effectively?

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Reference Reading:

Keller Ch-6,7

Learning Outcome:

The session will help students understand on how marketing communications can be

integrated to enhance brand equity. Different communication options have different

strengths and can accomplish different objectives.

Session 9

Measuring brand equity 1

We take a detailed look at what consumers know and feel about and act toward brands and

how marketers can develop measurement procedures to assess how well their brands are

doing.

Reference Reading:

Keller, Chs 8

Aaker David A – Managing Brand Equity

Learning Outcome: Students will understand how brand equity or value gets created. How

marketers can trace the value creation process for their brands to better understand the

financial impact of their marketing expenditures and investments.

Session 10

Case - Indian Premier League (IPL)

1) Pick an IPL team and identify sources of its brand equity.

2) What does a team contribute to the branding of a player and what does a player

contribute to the branding of a team.

3) Contrast the situations of a new player versus and established player and a new team

versus an established team.

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4) What marketing advice would you give a new player in choosing a team and what advice

would you give an expansion team in picking players.

Reference Reading:

Keller, Chs 8

Aaker David A – Managing Brand Equity

Learning Outcome: Students will learn how different aspects of brand awareness and brand

image can lead to differential customer response making up brand equity. How we can

isolate perceptions and assess them in greater detail.

Session 11

Measuring Brand Equity -2

Taking the discussion of session 9 forward, we will discuss the ways to measure the benefits

or outcomes of brand equity. We will also discuss the general guidelines for creating and

detecting ROI from branding activities.

Reference Reading:

Keller, Chs 9, 10

Aaker David A – Managing Brand Equity

Learning Outcome: Students will understand the importance of using multiple measures and

research methods to capture the richness and complexity of brand equity. Also how as

marketers they can maximize the potential value of a brand according to the type and nature

of their marketing activities.

Session 12

Guest Lecture

A brand manager will be invited to give a lecture to students on the practical aspects of a

brand and what all entails the job of a brand manager.

Session 13

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Brand extensions, co-branding and brand architecture

We will consider issues related to branding strategies and how to maximize branding equity

across all the different brands and products the firm might sell.

Reference Reading:

Keller, Chs 11,12

Learning Outcome: A key aspect of managing brand equity is the proper branding strategy.

Students will understand how they should develop a branding strategy for a firm and which

brand elements can be applied across the various products that the firm sells.

Session 14

Case – Apple

1) The branding of i by Apple as in iMac, iPhone, iPod etc has been hugely successful.

How important is ‘i’ to Apple’s branding effort.

2) Report other examples from other industries, where individual letters have been

branded.

3) Does the iPhone come with any inherited brand equity or does it have to build brand

equity from scratch.

4) Why are people ready to shell out $100 from a company with no previous experience

in the industry?

Reference Reading:

Keller, Chs 11,12

Learning Outcome: Students will understand why firms link any one brand element to

multiple products? They will also get an understanding of the principle of commonality

which states that the more common brand elements products share, the stronger the

linkages between the products.

Session 15

Managing brands over time

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Marketing environment will continue to evolve and change, often in very significant ways.

Shifts in consumer behaviour, competitive strategies, government regulations, and other

aspects of the marketing environment can profoundly affect the fortunes of a brand.

Reference Reading:

Keller, Chs 13

Learning Outcome: Students will understand why marketers must actively manage brand

equity over time by reinforcing the brand meaning and if necessary by making adjustments

to the marketing program to identify new sources of brand equity.

Session 16

Case – Airtel and Vodafone

1) Investigate the branding strategies of these companies

2) How is each positioned

3) Investigate the re branding strategies of both the brands

4) To what extent are these two mobile service brands differentiated? How is

differentiation achieved in this business?

Reference Reading:

Keller, Chs 13

Learning Outcome: Students will understand why brands go through rebranding and

different possible brand revitalization strategies that can be adopted to maintain and grow

the brand equity.

Session 17

Global Brands

We will look into the brand management issues over regional, demographic and cultural

market segments. We will also consider the broader issues in developing a global brand

strategy and look at the some of the pros and cons of developing a standard global

marketing program.

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Reference Reading:

Keller, Chs 14

Learning Outcome: Students will understand the specific and strategic and tactical issues in

building global consumer based brand equity. They will also get an insight into the

international issues of global branding strategies

Session 18

Case – McDonalds

1) Assess the extent to which the brand is marketed on a standardized versus

customized basis.

2) In Indian context how has Mc Donald adopted the “Think global act local” policy.

3) Contrast Coca-Cola’s and McDonald’s global branding strategies. How are they

similar and how are they different? Why they are so well respected?

Reference Reading:

Keller, Chs 14

Learning Outcome: Students will understand the advantages and disadvantages of a global

marketing strategy. How companies have successfully blended standardisation and

customisation.

Session 19 & 20

Closing Observations

We will review the CBBE framework, highlight and summarize success factors for branding .

We also discuss the threat that a firm faces from private label brands and generics.

Reference Reading:

Keller, Chs 15

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Learning Outcome: Students will be able to revise the various branding concepts that were

covered in the previous sessions. Each branding situation is unique and requires careful

scrutiny and analysis of how best to apply to various recommendations and guidelines that

we covered in the previous sessions.

Session 21 & 22

Ad Mad Competition

Session 23 & 24

End Term Exam

Assessments:

S.No Parameter Weightage

1 Ad Mad (team based) 50%

2 End Term 50%

Ad mad:

Students are required to form a group of 5. Each group will be allotted a product. The group

has to brand the product and work out on an advertisement around that.

Ad Mad ASSESSMENT RUBRICS

S No Criteria Marks

1 Brand name decided by the group

(group marks)

5

2 Content of ad (group marks) 5

3 The quality of delivery of student

(individual marks)

5

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