Complete Syllabus of Brand Management | MKT 687 | MBS 4th semester

Credits: 3

Lecture Hours: 48

Course Objectives:

This course aims to enhance knowledge and skills to students in brand management with a special focus on brand building in the market-driven competitive business environment.

Course Description:

This course is designed to develop students to become effective brand managers. The course includes the concept, importance, challenges and opportunities of branding, customer based brand equity, positioning and values, planning and implementation of brand marketing programs, measuring and interpreting brand performance and growing and sustaining brand equity.

Course Details:

Unit 1: Introduction LH 6

Concept of brand, branding and brand management. Importance of branding to consumers and firms. Branding of various entities. Branding challenges and opportunities. The brand equity concept. Strategic brand management process.

Unit 2: Customer based Brand Equity, Brand Positioning and Values LH 10

Customer based brand equity. Sources of brand equity. Building a strong brand: The four steps of brand building. Brand building implications. Identifying and establishing brand positioning. Positioning guidelines. Defining and establishing brand values. Internal branding

Unit 3: Planning and Implementing Brand Marketing Programs LH 12

Criteria for choosing brand elements. Options and tactics for brand elements. Designing marketing programs to build brand equity: product strategy, pricing strategy, channel strategy, marketing communication options and developing integrated marketing communication programs. Leveraging secondary brand knowledge to build brand equity

Unit 4: Measuring and Interpreting Brand Performance LH 10

The brand value chain. Designing brand tracking studies and establishing a brand equity management system. Quantitative and qualitative research techniques for measuring sources of brand equity. Comparative methods and holistic methods for measuring outcomes of brand equity.

Unit 5: Growing and Sustaining Brand Equity LH 10

Designing and implementing branding strategies: The brand product-matrix, brand hierarchy, Designing a branding strategy. Brand extension. Managing brand over time: Reinforcing brands, revitalizing brands, adjustments to the brand portfolio.

Basic Book:

Keller, K. L. (2007). Strategic Brand Management: Building, Measuring and Managing Brand Equity. New Delhi: Prentice Hall.

Reference Books:

David, A. (2009). Managing Brand Equity: Capitalizing on the value of a brand name . Free Press. 

Jean, N. K. (2004). Strategic Brand Management. New Delhi: Kogan Page India Private Limited.