NMIMS – SBM : Teaching Plan ( Course Description )
Course Code
Course Title Brand Management
Course Instructor Dr. Amit Bhadra
Credit Value 3 credits ( 100 marks paper )
Programme & FT MBA II Yr Trimester IV Trimester Pre-requisite Marketing Management, Marketing Planning Objectives (a) Develop a sound understanding of the Brand Management function 1. What is a brand and the importance of branding 1. Brand Identity 2. Brand Personality 3. Brand Positioning 4. Launching, Sustaining, Adopting Brands Learning (b) Designing marketing programs to build brand equity Objectives / 1. Brand Elements Outcomes 2. Secondary Brand Associations 3. Media advertising 4. Public relations, Publicity, Sponsorships. 5. Experience Marketing, Permission Marketing 6. One to One Marketing, Buzz Marketing. (c ) Designing and implementing brand strategies 1. Brand architecture 2. Measurement of brand equity. Session Topic Pre read/Class Activity no. 1 Strategic Implications of Branding The New Strategic Brand Brand as an Asset Management: J.N.Kapferer- Brand Identity Chapter 7: Brand Identity Brand Identity Perspectives and positioning
2 Brand Identity and Positioning The New Strategic Brand
Session Plan Brand Key Management: J.N.Kapferer Brand Position Chapter 7: Brand Identity Brand Prism and position 3 Positioning the Brand Strategic Brand Defining the Competitive Frame of Management, Kevin Lane Reference Keller, M.G.Parmeswaran, Core Brand Associations and the Brand Isaac Jacob. Chapter 2 Mantra Brand Audit 4 Broadening the concept of a Brand Building Strong Brands: Brand as Product David. A. Aaker Chapter 4, 5 Brand as Organisation Brand as Person Brand as Symbol The Brand Identity Structure Corporate Brands, Organisational Brands Creating Brand Personality Product Based Drivers, Non Product Drivers Self-Expression Model Multiple Personalities, Relationship Model 5 Brand Elements Strategic Brand Choosing Brand Elements Management, Kevin Lane Options and Tactics for Brand Elements Keller, M.G.Parmeswaran, Brand Awareness, Brand Associations, Isaac Jacob. Chapter 4 Perceived Quality Naming, URLs, Logo and Symbols, Characters, Slogans, Jingles, Packaging Quiz 1 6 Brand Benefits Eileen Fisher: Repositioning Functional The Brand. Emotional Anat Keinan; Jill Avery; Fiona Self Expressive Wilson; Michael I. Norton Brand Positioning HBS Case Brand Extensions 7 Launching the Brand The New Strategic Brand Brand Launch vs Product Launch Management: J.N.Kapferer Brand Launch Stages Chapter 8: Launching the Brand Name Brand Brand Communication Territory Brand Communities, Opinion Leaders, Evangelists The Brand’s Flagship Product Concept Creative Approaches to Launching the brand 8 Sustaining the Brand The New Strategic Brand Nurturing perceived differences Management: J.N.Kapferer Integrating new and Existing Positions Chapter 10: Sustaining the Removing Barriers to Consumption brand long term Strategies to stay ahead Readings: The New Strategic Brand 9 The challenge of growth in Mature The New Strategic Brand Markets Management: J.N.Kapferer Increasing Consumption Chapter 9: Challenge of Controlling Defections growth in mature markets Adapting to the market Sustaining core values 10 Brand Management beyond Brand The New Strategic Brand Evocation Management: J.N.Kapferer The Brand System Chapter 6: New Rules of Brand Assets, Brand Strength, Brand Brand Management Value Measures of Brand Equity Power of Communities Vs. Market Segments Quiz 2 11 Customer-Centered Brand Customer-Centered Brand Management Management HBR Article Building Brands around customer Roland T. Rust; Valarie A. segments Zeithaml; Katherine N. Customer Equity Lemon 12 Brand Competition Introducing New Coke Importance of product in psychological Susan Fournier brands Pub Date: Dec 17, 1999 Role of research in brand management Product #: 500067-PDF-ENG 13 Advertising formats Ogilvy on Advertising TVC Types David Ogilvy Print Advertising Rules of advertising 14 New Formats of Marketing Integrating Marketing Communications Communications to build i. Interactive Events brand equity. Chapter 6 ii. Experiential Marketing Strategic Brand iii. Sponsorships Management, Keller, iv. One-to-one Marketing M.G.Parmeswaran, Jacob. v. Permission Marketing vi. Buzz Marketing vii. Commercials Linked to a Movie viii. In-film Product Placement ix. You tube movies x. Informicals xi. Out of Home Advertising Quiz 3 15 Brand Associations Leveraging Secondary Brand Leveraging Secondary brand Associations to build brand associations to build brand equity. equity.Chapter 7 Celebrity endorsement, country of Strategic Brand origins, corporate brand, Co-branding, Management, Keller, licensing. M.G.Parmeswaran, Jacob. 16 Growth through Brand Extensions The New Strategic Brand i. Line / Brand Extensions Management: J.N.Kapferer ii. Conditions for success Chapter 12: Brand Extnsions. 17 Developing a Brand Architecture Readings: The New Strategic Product Brand Architecture Brand Management: Line Brand Architecture J.N.Kapferer Range Brand Architecture Chapter 13: Brand Source Brand Architecture Architecture Endorser Brand Architecture Maker Brand Architecture Corporate Brand Architecture Quiz 4 18 Marketing Programs Case : The Pepsi refresh Partner Engagement project Employee Engagement Harvard Case: Michael I. Customer Engagement Norton; Jill Avery New Platforms Social Media/ Sports Marketing In Store Programs/ Event Sponsorship 19 Group Assignment Field/ Study Projects 20 Group Assignment Field/ Study Projects Teaching / Methodology Concept Sharing, Illustration using cases, Case Discussion, Field / Study Project Assessment Task Details Marks Individual , Class Quiz 30 3*10 Assessment Group Cases 15 methods Evaluation Group Presentation 15 Assignment Final Examination 2 Hours 40 The New Strategic Brand Management: J.N.Kapferer Reading List and Strategic Brand Management, Keller, M.G.Parmeswaran, Jacob References Ogilvy on Advertising, David Ogilvy
Signature of Faculty Area Chairperson Program Chairperson