LahoreUniversityofManagementSciences

MKTG392BrandManagement
FallSemester2015

Instructor
RoomNo.
OfficeHours
Email
Telephone
Secretary/TA
TAOfficeHours
CourseURL(ifany)

Dr.RohailAshraf
3rd,Floor,SDSBBuilding
TBA
rohail.ashraf@lums.edu.pk
04235608429
FaizaQayyum
ByEmail
Suraj.lums.edu.pk

COURSEBASICS
CreditHours
Lecture(s)
Recitation/Lab(perweek)
Tutorial(perweek)

3
NbrofLec(s)PerWeek
NbrofLec(s)PerWeek
NbrofLec(s)PerWeek

2
N/A
N/A

Duration
Duration
Duration

1hour15minuteseach
N/A
N/A

COURSEDISTRIBUTION
Core
Elective
OpenforStudentCategory
CloseforStudentCategory

Yes
Seniors,Juniors,Sophomores
Allfreshmen

COURSEDESCRIPTION

AMA (American Marketing Association) defines brand as a name, term, sign, symbol, or design, or a combination of them,
intendedtoidentifythegoodsandservicesofonesellerorgroupofsellersfromthoseofthecompetitor.Howeverscholarsand
practitionersagreethatabrandismuchmorethanthat.Brandisapromisetothecustomer,brandisanoverallexperiencetothe
customer that encompasses all touch points with the customer. As traditional competitive advantages are fading, the new
competitivearenaisBrandEquity,whichcreateslongtermprofitablebrandrelationships.

This course take a customer based cognitive perspective and examines the building blocks of brand equity across 4 different
modules:

Module1:WhatareBrands?
Module2:HowtoBuildBrands?
Module3:HowtoKeepTrackofyourBrands
Module4:CarryingyourBrandsforward!

COURSEPREREQUISITE(S)

PrinciplesofMarketing(MKTG201)

LahoreUniversityofManagementSciences
COURSEOBJECTIVES

The course is designed to introduce students to basic concepts of branding and to enable them to see through
interlinkagesamongtheseconcepts.Inaddition,itaimstodevelopthemasindependentreadersofthediscipline
sothattheycanbrandintheirownuniqueway.Forthisreason,thecoursewillnotonlyusethetextbookbutwill
also introduce students to the sources of upcoming marketing thoughts so that they can independently keep
themselvesuptodateinfuture(iftheywish).

COURSELEARNINGOUTCOMES(CLO)

Successfulcompletionofthecoursemeansstudentswillbeableto:

1. DemonstrateafundamentalunderstandingofBrandEquity.
2. DetailhowtobuildBrandEquity.
3. UsedifferentmethodsofmeasuringBrandEquity.
4. ExplainhowtosustainandgrowBrandEquity.
5. ConductaBrandAudit.

UNDERGRADUATEPROGRAMLEARNINGGOALS&OBJECTIVES

GeneralLearningGoals&Objectives
Goal1EffectiveWrittenandOralCommunication
Objective:Studentswilldemonstrateeffectivewritingandoralcommunicationskills
Goal2EthicalUnderstandingandReasoning
Objective:Studentswilldemonstratethattheyareabletoidentifyandaddressethicalissuesinanorganizational
context.
Goal3AnalyticalThinkingandProblemSolvingSkills
Objective:Studentswilldemonstratethattheyareabletoidentifykeyproblemsandgenerateviablesolutions.
Goal4ApplicationofInformationTechnology
Objective:Studentswilldemonstratethattheyareabletousecurrenttechnologiesinbusinessand
managementcontext.
Goal5TeamworkinDiverseandMulticulturalEnvironments
Objective:Studentswilldemonstratethattheyareabletoworkeffectivelyindiverseenvironments.
Goal6UnderstandingOrganizationalEcosystems
Objective:StudentswilldemonstratethattheyhaveanunderstandingofEconomic,Political,Regulatory,Legal,
Technological,andSocialenvironmentoforganizations.

MajorSpecificLearningGoals&Objectives
Goal7(a)DisciplineSpecificKnowledgeandUnderstanding
Objective:Studentswilldemonstrateknowledgeofkeybusinessdisciplinesandhowtheyinteractincluding
applicationtorealworldsituations(Includingsubjectknowledge).
Goal7(b)Understandingthesciencebehindthedecisionmakingprocess(forMGSMajors)
Objective:Studentswilldemonstrateabilitytoanalyzeabusinessproblem,designandapplyappropriate
decisionsupporttools,interpretresultsandmakemeaningfulrecommendationstosupportthedecisionmaker

LahoreUniversityofManagementSciences
Indicatebelowhowthecourselearningobjectivesspecificallyrelatetoanyprogramlearninggoalsandobjectives.

PROGRAMLEARNINGGOALSAND
OBJECTIVES
Goal1EffectiveWrittenandOral
Communication

Goal2EthicalUnderstandingandReasoning
Goal3AnalyticalThinkingandProblem
SolvingSkills

COURSELEARNINGOBJECTIVES
Oral:Studentsaresupposedtoactively
participateintheclassanddeliver
professionaloralpresentation.
Written:Studentssubmitonereportand
onepresentation(withcomments)that
involvesubstantiallevelofwriting
N/A
Studentspolishthisskillsby(i)conducting
brandauditandrecommendingsolutions
toproblemsand(ii)bydesigningsolution
experimentsinresearchreport

Goal4ApplicationofInformationTechnology
N/A

Goal5TeamworkinDiverseand
Thecourselaysstrongemphasis onteam
MulticulturalEnvironments
workbygettingtheminvolvedintwo
differentprojects
Goal6UnderstandingOrganizational
N/A
Ecosystems
Goal7(a)DisciplineSpecificKnowledgeand
Exhaustivecoverageofimportant
Understanding
marketingtopics
Goal7(b)Understandingthescience
Thiscoursestakesascientificapproachto
behindthedecisionmakingprocess
brandingbydescribinghowwecan
structureourmanagementofbrandsand
makethemmoreefficient.

COURSEASSESSMENTITEM
ClassParticipationandProjects

QuizzesandExam
Projects

Projects

Quizzes,Exam
Classparticipation,Projects,
Quizzes,Exams
Classparticipation,Projects,
QuizzesandExam

GRADINGBREAKUPANDPOLICY

ResearchProject(TeamBased):10
BrandAuditProject+Presentation(TeamBased):15
Quiz(s):20(Therewillbe5quizzeswithn1format;Missingaquizwillbeconsideredasyourlowestgrade.Nomakeupsfor
quizzes!)
ClassParticipation:15
Attendance:5
FinalExamination:35

EXAMINATIONDETAIL
Midterm
Exam

FinalExam

Yes/No:No

Yes/No:Yes
Combined/Separate:Combined
Duration:3hours
ExamSpecifications:Objective+Subjective

LahoreUniversityofManagementSciences
COURSEPROJECT

ImportantSuggestions&Notes:
1.
2.

Allprojectsaregroupwork
Studentsshouldwritetheirnameonsection(s)theyhaveworkedon.

3.

Academichonestyisexpectedofstudents!Anyissuesinthisregardwillbetreatedwithoutanycompassion!

4.

Groupprojectisnotaworkof4individualsworkingon4differentparts.Suchprojectsnaturallycreatesilosofoutput
withoutofsyncideas.Pleasedospendsometimeinsynchronizingwork;ifnot,thewholepurposeofgroupworkislost.
Youcandothisintwoways:a)nominateateamleadwiththemainresponsibilityofsynchronizingwork,b)conducta
prefinalizationgroupmeetingtodiscusssynchronizationpoints(recommendedoption).

5.

Quiteoftenreportsaresubmittedassumingthatthereaderhasthesamemindsetasthewriter.Suchanassumptionis
wrong!Pleasenotethatthereader(instructors,yourlinemanagers,topmanagementetc.)willalwaysbepressedwith
time.Ifyoucannotmakeadocumentthatisstructured(titlepagewithnecessarydetailssuchastopic+groupmember
email addresses + groupnumber etc., TOC, pagenumbers, headingsnumbered and in levels) and has a logical flow of
argument,thenpleasedontexpectafavorablefeedback!

6.

Considering there is substantial grade for projects, the issues of free riders in group may potentially deteriorate the
qualityofoutput.Itisstronglysuggestedthatyoucontacttheinstructorassoonasyoufaceanysuchissues.Noteforthe
Freeriders:Youwilleitherbeforcedtoworkontheprojectallalone(withsomenegativedeductionstothegrade)or
givenanFdependingonyourinterest!

7.

Formeetings,ALLthegroupmembersshouldbehaveresponsiblyandcomeONTIME.Latearrivalsmaynotbeallowedin
themeeting.

ResearchProject:
(CLO#1)
Objective:Theaimofthisprojectistointroducestudentstotherealmofmarketingresearch.Asthisisanelementarybranding
courseattheundergradlevel,thereforeyouarenotexpectedtounderstandtheentireresearchpaper.Youareonlyexpectedto
understandtheintroduction,hypothesisdevelopment,andconclusionsectionsONLY.

LearningOutcome:Thisprojectisaimedtoexposestudentstothemostnonpublicfriendlyformofmarketingliterature.Theidea
is that students will be able to identify high quality work and develop a relative comfort level with this kind of literature over
multipleiterations.

Project:Studentsareexpectedtopickanytopicoftheirinterestfromthecourseanddothefollowing:
1. Conduct5pagesofliteraturereview(3articlespermember)
2. Planandconductasmallintelligentbrandexperiment(forthebrandselectedinBrandAudit)
3. ConclusionandOpinion

Deliverables:Therewillbetwodeliverablesfortheproject:
1.

2.

Midterm(2%points):Literaturereviewof5pages(1.5spacing)andtheintegrateddiagramONLY.Subsequently,a11
meetingwillbeconductedtoevaluateperformanceandtodiscusshowtoimproveliteraturereviewinordertofinda
betterstructureforthedocument.
FinalReport(8%points):Allthethreecomponentsinastructuredreport.

LahoreUniversityofManagementSciences
BrandAudit:
(CLO#5)
Each team should choose a brand of their interest and that it must be approved by the instructor. The work involved in the
projectistoconductBrandTrackingSurveywithconsumersinordertodissectthebrandandestimateitshealth.Assumingthe
audienceisinternalseniormanagement,thegroupmustmakeaconvincingargumentastohowthebrandshouldbemanaged.
Thereare3majorpartsoftheprojecttworesearchpartsandafinalintegrativeanalysis.

SecondaryResearch

1. BrandIntroduction
2. Competition
3. BrandInventory
4. CurrentMarketingStrategy

PrimaryResearch

5. ConductingBrandTrackingSurvey
6. AnalyzingData
7. CompilingResults
8. MeasuringBrandEquity

RecommendedBrandingStrategy(UseresultsofExperiment,secondaryandPrimaryResearchdata)

Deliverables:Thereare2deliverablesforthis:

1. Midterm(5%points):SecondaryResearch
2. Presentation(10%points):Apresentationofthecompleteauditwithemphasisonrecommendations+brandexperiment
willhavetobemadeinfrontoftheclass.
(Note:Pleaseaddnotesontheslidessothattheinstructorcanusethemlatterontomakeadetailedevaluation)

LahoreUniversityofManagementSciences
COURSEOVERVIEW
WEEK
TOPICS
#

RECOMMENDED
READINGS/ACTIVITIES

OBJECTIVES/
APPLICATION

CLO

Module1:
WhatareBrands?

Part1(Introduction)

IntroductiontoClass
WhatareBrands?
IntroductiontoBrand
Management
ProsandConsofBranding
Part1(Introduction)

BrandEquity

Chapter1(pp.211;2729;3845)

Definingand
1
understandingtheconcept
andpowerofBrand.

Chapter2(pp.4878)

GroupListDue

Givingafundamental
understandingofBrand
Equity.

Module2:
HowtoBuildBrands?

4.1

5.1

5.2

Part2(EstablishingBrandPositioning)

BrandPositioning

Chapter3(Text)

Clancy&Trout(2002),Brand
Confusion,HBR

ResearchProject/BrandAudit
SummaryDue

CreatingapositiveBrand
Imageinthemindsof
consumers.

Part3(BuildingBrandEquity)

ByChoosingBrandElements
ByDesigningMarketing
Program
(Product,Price,Place)

Chapter4(pp.140154;174177)
Chapter5(194195;200201;211
219;)

Fetscherinetal.,(2012),InChina,pick
yourbrandnamecarefully,HBR

Part3(BuildingBrandEquity)

ByDesigningMarketing
Program
(IntegratedMarketing
Communication)

ResearchSession(ReadingArticles)

Chapter6(pp.230234;237;267276)

Holt(2003),Whatbecomesanicon
most,HBR

2
Detailinghowtobuild
BrandEquitybychoosing
brandelementslikename,
sign,symbol,sloganetc.
andbydesigningproduct,
price,placestrategies.

2
Detailinghowtobuild
BrandEquityby
designingpromotionmix
strategyandbydeveloping
culturearoundit.

Krasnikoveetal.(2009),Evaluating
theFinancialImpactofBrandingUsing
Trademarks,JM

Explaininghowsmallreal
lifeexperimentscanbe
usedtoprovideinsightful
decisions.

1,2

LahoreUniversityofManagementSciences
6.1

6.2

Part3(BuildingBrandEquity)

ByLeveragingSecondary
Associations

Chapter7(Text)

ResearchSession(Conductingreallife
experiments)

Anderson&Simester(2011),Astep
bystepguidetosmartbusiness
experiments,HBR

Detailinghowtobuild
2
BrandEquitythrough
secondaryassociationslike
celebritiesandby
adoptingcauserelated
marketingstrategy.

MidtermSubmissionDue

Module3:
HowtoKeepTrackofyourBrands

Part4(MeasuringBrandEquity)

TheBrandValueChain
BrandTrackingStudies
BrandEquityManagement
System

Part4(MeasuringBrandEquity
Sources)

Part4(MeasuringBrandEquity
Outcomes)

Chapter8(Text)

Explainingdifferent
methodsofmeasuring
BrandEquity.

Chapter9(Text)

Explainingdifferent
methodsofmeasuring
BrandEquity.

Explainingdifferent
methodsofmeasuring
BrandEquity.

Chapter10(Text)

Module4:
CarryingyourBrandsforward!

10

11&
12.1

Part5(GrowingandSustainingBrand
Equity)

BrandArchitecture
BrandHierarchy

Part5(GrowingandSustainingBrand
Equity)

IntroducingandManaging
BrandExtensions

Chapter11(435475;485488)

Case:Dev(2008),CorporateBrand:
HelporHindrance,HBR

Describinghowtosustain
andgrowBrandEquity.

Chapter12

Volckner&Sattler(2006),Driversof
brandextensionsuccess,JM

Quelch&Kenny(1994),Extend
Profits,NotProductLines,HBR

Aaker(1997),Shouldyoutakeyour
brandwheretheactionis?,HBR

Describinghowtoextend
yourbrandstonew
productcategories

LahoreUniversityofManagementSciences
12.2

13

14

Part5(GrowingandSustainingBrand
Equity)
BrandCommunities

Part5(GrowingandSustainingBrand
Equity)

BrandReinforcement
BrandRevitalization
BrandCrisis
RetiringaBrand

CourseProjectPresentations

FinalExam

Fournier&Lee(2013),GettingBrand
Communitiesright,HBR

ResearchReportSubmission
Chapter13(Text)

Ahrendts(2013),TurninganAging
BritisthIconintoaGlobalLuxury
Brand,HBR

BrandAuditSubmission

Describehowbrand
communitieshelpsustain
thebrand

1,3,4

Providinganinsightabout 1,4,5
managingabrandovera
periodoftime.

TEXTBOOK(S)/SUPPLEMENTARYREADINGS
Text

StrategicBrandManagement,KevinLaneKeller,M.G.Parameswaran,IsaacJacob,3rdEdition,Pearson

OnlineReferences:
http://www.interbrand.com/en/
http://hbr.org/magazine

Note:

A) Classtimingswillstrictlybeadheredto.
B) QuestionsrelatedtothediscussionsinclasswillalsobeincludedintheQuizzesandtheFinalexam.
C) Passivelistenersarenotencouragedtotakethiscourse.Eachstudentissupposedtoactivelyparticipateinclassdiscussions
toearnhis/her"classparticipation"(CP)grade.Theinstructormaycallonstudentstoanswerquestionsanddiscussclass
materialstoencourageeveryonetoparticipateintheclassdiscussions.