16MBAMM404 Strategic Brand Management syllabus for MBA

Introduction to the concept of Brand Management: Brand –Meaning, Definition, Evolution of Brands, Functions of Brand to consumer, Role of Brand- Advantages of Brand, Product Vs Brand,

Branding- Meaning, Creation of Brands through goods, services, people, Organisation, Retailstores, places, online, entertainment, ideas, challenges to Brand builders

Brand Management-Meaning & Definition.

Strategic Brand Management Process-Meaning, Steps in Brand Management Process Strong Indian Brands

Customer Based Brand Equity: Customer Based Brand Equity-Meaning, Model of CBBE

Brand Equity: Meaning, Sources, Steps in Building Brands, Brand building blocks- Resonance,Judgments, Feelings, performance, imagery, salience-Brand Building Implications, DavidAaker’s Brand Equity Model.

Brand Identity & Positioning: Meaning of Brand identity, Need for Identity & Positioning,Dimensions of brand identity, Brand identity prism,

Brand positioning – Meaning, Point of parity & Point of difference, positioning guidelines

Brand Value: Definition, Core Brand values, Brand mantras, Internal branding,

Choosing Brand Elements to Build Brand Equity: Criteria for choosing brand elements, options & tactics for brand elements-Brand name, Namingguidelines, Naming procedure, Awareness, Brand Associations, Logos & Symbols & theirbenefits, Characters & Benefits, Slogans & Benefits, Packaging.

Leveraging Brand Knowledge: Meaning of Brand Knowledge, Dimensions of Brand Knowledge, Meaning of LeveragingSecondary Brand Knowledge & Conceptualizing the leverage process.

Brand Value chain- Designing Brand Tracking studies, Establishing brand Equity Management Systems.

Methods for measuring Brand Equity- Quantitative Techniques & Quantitative Techniques,Comparative methods-Brand based comparisons, marketing based comparisons- ConjointAnalysis, Holistic methods.

Managing Brand Equity:Brand Reinforcement, Brand Revitalization, Brand Crisis.

Designing and sustaining branding strategies:Brand hierarchy, Branding strategy, Brand extension and brand transfer, Managing Brands overtime. Brand Architecture and brand consolidation.

Brand Imitations:Meaning of Brand Imitation, Kinds of imitations, Factors affecting Brand Imitation, Imitation VsLater market entry, First movers advantages, Free rider effects, Benefits for later entrants,Imitation Strategies.

Making Brands go Global(8 Hours):Geographic extension, sources of opportunities for global brand, single name to global brand,consumers & globalization, conditions favoring marketing, barriers to globalization, managerialblockages, organization for a global brand, pathways to globalization.

Luxury Brand Management: Luxury definition and relativity, luxury goods and luxury brands, basic psychologicalphenomena associated with luxury purchase, luxury marketing mix, luxury retail, Internationalluxury markets: historical leaders and emerging countries.

Case studies (4 Hours)

Practical Components:

• Go to a supermarket and find the brand elements in various brands of soaps, mobiles,jeans, and other product

• If you would start an MBA College, what would the positioning be with POP’s and POD’s?

• Pick up your college, analyse its positioning and how would you reposition it?

• Pick a multiproduct company and as completely as possible analyze its brand portfolio and brand extensions?

• Consider some groups like Tata’s , Birla’s, Infosys etc – what is their branding strategy

• Students are supposed to assess the product life cycle and appraise alternative approaches to luxury brand management.

• Students can select any two popular brands and identify and examine the criteria for success in the luxury brand industry.