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Transcript of SLMM612
Brand Management
Program : PGPM Class of : 2012
Credit : 3 Sessions : 30
Course Code : SL MM 612
Aim Understanding the various facets of branding through concepts and applications, and its
role in managing business.
Learning Outcomes
1. Explain core concepts in branding like brand identity, personality, image, hierarchy,
positioning, extension, equity, and architecture.
2. Differentiate branding strategies across categories and businesses.
3. Evaluate brand positioning and repositioning strategies for different brands.
4. Analyse different brand equity models and measure brand equity through tracking
studies, audits and report cards.
5. Describe current practices and innovations in brand communication.
6. Create a brand and formulate branding strategies for its sustainability.
REFERENCE BOOKS AUTHOR / PUBLICATION
Strategic Brand Management Keller, K.L. 03rd
edition - Pearson
Strategic Brand Management Kapferer, J.N. Free Press - 1994
Brand Management: The Indian Context; Moorthi, Y.L.R Sangam Books Ltd. - 1999
Managing Brand Equity Aaker, D.A Free Press - 1991
Brand Leadership: The Next Level of Brand Aaker / Joachimsthaler. Free Press - 2000
Revolution
Beyond Branding Marconi, J. Probus Professional Pub. - 1993
Brand Positioning: Strategies for Competitive Sengupta, S. Tata McGraw Hill - 2005
Advantage
Creating Brand Loyalty Czerniawski, R.D. / M.W. Maloney. Hudson
House Publishing - 1999
Brand Power Stobart, P. NYU Press - 1994
Creating Powerful Brands, 3rd
e Leslie de, C / Mc Donald. Butterworth –
Heinemann - 2003
Brand Portfolio Strategy Aaker, David A. Free Press - 2004
Detailed Syllabus Concept of ‘Brand’ : Why Brand? What does Brand Building involve? Identification of opportunity for branding and Brand Management Process. Brand Identity, personality, image and equity. Strategic brand Management Process : Sustaining a brand long-term, Branding at different stages of market – evolution – The scope for branding, the role of branding and branding strategies needed at different stages in the evolution of the market, Brand Architecture: Handling a Large Portfolio, Multi-Brand Portfolio. Brand Hierarchy, Revitalizing brands: Re-launch, Rejuvenation, when brand is dying or stagnating, or when the market is dying or Stagnating, Branding Positioning and
repositioning strategies for different brands Creating strong brands through secondary Brand Associations: Creating Brand image through elements of marketing mix. Managing Brand Extensions Measuring and Managing Brand Equity: What it means: how to build it; Choosing brand elements to build brand equity – Customer based brand equity – Understanding and Measuring brand equity using Aaker, Keller. Kapferer, Young and Rubicum, Interbrand methodologies (methods of brand valuation); Monitoring brands, Sources of brand equity (Brand Awareness, Brand personality, Brand loyalty, perceived
quality, brand associations). Tracking studies, audits, and brand report card, Managing brands across geographical boundaries. Special branding categories: Service brands, Private labels, Industrial brands, Luxury brands, Heritage brands, Internet brands, TOM (Top of mind recall) brands. Brand Communication: mixing communication
options – matching communication options –
recent innovations in brand communication
Brand building in Indian context. Cases
Faculty will be handling eight or more cases
‘Hello Kitty’: A Japanese Superbrand
Red Bull’s Innovative Marketing:Transforming a Humdrum Product into a Happening Brand
Volkswagen’s Iroc Concept: Reviving the Scirocco to Target a Niche Market
The loveLife Brand (A): Initiating a Behavior Change in South African Youth to Prevent HIV
Body Shop Brand: Repositioning to Target the ‘Masstige’ Segment and Impact of its Acquisition by L'Oréal
Repositioning Dabur
Arvind Brands’ Competitive Position in the Indian Branded Apparel Market
Multi-Branding Strategy of Videocon Industries in the Consumer Durables Sector
What’s in a Name – Lessons from Three Rebranding Exercises in India
Apple iPod’s Promotional and Positioning Strategies
Boots: Hair-care Sales Promotion
Tourism Malaysia: Creating ‘Brand Malaysia’
Snapple’s Marketing: An Unconventional Brand’s Claim to Fame
Haagen-Dazs: Repositioning a Cult Brand
Tata Indica V2 Xeta: Competing in the Indian Small Car Market
Mountain Man Brewing Company: Bringing the Brand to Light
Source: Case Studies in Brand Management
Volume II
Suggested Schedule of Sessions
Topic No. of
Sessions
Concept of ‘Brand’ (Including case 3
discussion)
Strategic brand Management Process 7
(Including case discussion)
Creating Brand Image (Including case 4
discussion)
Managing Brand Extensions 2
(Including case discussion)
Measuring and Managing Brand
Equity: (Including 7
case discussion)
Managing brands across geographical 1
boundaries (Including case discussion)
Special branding categories (Including 2
case discussion)
Brand Communication (including case
discussion) 2
Brand building in Indian context. 2
(Including case discussion)
Total 30