programme

Brand Management

Home/ Brand Management
Course TypeCourse CodeNo. Of Credits
Foundation CoreSBP2MB6112

Semester and Year Offered:

Course Coordinator and Team: Prof. Kartik Dave

Email of course coordinator: kartik[at]aud[dot]ac[dot]in

Pre-requisites: NA

Course Objective: The objective of the course is to develop an understanding of concepts associated with building brand equity, and managing brand identity.

Course Outcomes:

At the end of the course participants will be able to:

  1. Understand a consumer-centric approach to building, measuring and evaluating strategies that build brand equity for new and existing brands.
  2. Identify important issues related to planning and implementing brand strategies for a diverse group of marketing offerings (e.g., products, services, industrial goods, non-profits, etc.).
  3. Discover how to identify brand meaning and to measure brand strength for any particular market offering.
  4. Apply branding principles and marketing communication concepts and frameworks to achieve brand management goals and improve marketing performance.
  5. Brief Description of Modules/Main Modules:

Unit 1: Introduction to Brand and Brand Management: (6 hours)

Brand equity; Brand positioning and brand elements

Unit 2: Leveraging Secondary Brand Associations (6 hours)

Place/country of origin, distribution; Co-branding, licensing, celebrity, events

Unit 3: Brand Equity Measurement System (4 hours)

Brand value chain; Tracking studies; Brand management tools, PBM exercises

Unit 4: Measuring Sources of Brand Equity (4 hours)

Research techniques; Brand valuation; Aaker’s brand equity model; Interbrand method

Unit 5: Designing and Implementing Branding Strategies (6 hours)

Brand architecture; Brand hierarchy, designing strategy; Corporate branding

Unit 6: Managing Brands over Time (6 hours)

Brand extension; Revitalizing brands

Assessment Details with weights:

 

Assessment

Weightage

Case analysis and presentations

20 %

Mid Term

30 %

Project

20%

End Term

30%

Reading List:

  1. Aaker, D. A. (1996). Building strong brands, New York: Free Press.
  2. Aaker, D. A. (2012). Building strong brands. Simon and Schuster.
  3. Aaker, D. A. (2004). Brand portfolio strategy, New York: Free Press. Education.
  4. Aaker, D. A. (2009). Managing brand equity. Simon and Schuster.
  5. Aaker, D. A., & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster.
  6. Kapferer, J. N. (2003). Strategic brand management, London: Oxford.
  7. Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.
  8. Keller, K. L. (2008). Best practice cases in branding, New Delhi: Pearson.
  9. Keller, K. L., Jacob, I., and Parmeswaran, A.M.G. (2011). Strategic Brand Management, 3rd Edition, Pearson
  10. Moorthi, Y. L. (2000). Brand Management: The Indian Context. Vikas Publishing House.
  11. Ries, Al., and Ries, L. (2004). The origins of brands, New York: Collins.
  12. Sengupta, S. (2005). Brand positioning: Strategies for competitive advantage. Tata McGraw-Hill Education.
  13. Verma, H. V. (2010). Branding demystified: from plans to payoffs, New Delhi: Response Books Sage.
  14. Temporal, P. (2011). Advanced brand management: Managing brands in a changing world. John Wiley & Sons.
  15. Kumar, S. R. (2009). Consumer behaviour and branding: concepts, readings and cases-the Indian context. Pearson Education India.