Course title: Brand Management Course code: PPM 195 No. of credits: 2 L-T-P: 28-00-00 Learning hours: 28 Pre-requisite course code and title (if any): NA Department: Business Sustainability Course coordinator: Prof. Sanjay Chandwani Course instructor: Prof. Sanjay Chandwani Contact details: Mob: 9871715326, Email ID: chandwani.sanjay@gmail.com Course type: Elective Course offered in: Semester Course description: More and more firms of all types have come to the realization that one of the most valuable assets they have is the brand names associated with their products or services. Despite this recognition, very little attention has been paid to the subject in management, especially in MBA programs. Strategic Brand Management is an advanced MBA elective that addresses important branding decisions faced by an organization. Course objectives: The course s basic objectives are: 1) to increase understanding of the important issues in planning and evaluating brand strategies; 2) to provide the appropriate theories, models, and other tools to make better branding decisions and; 3) to provide a forum for students to apply these principles at the consumer level that will improve managerial decision-making with respect to brands. One aim of the course is to make these concepts relevant for any type of organization (public or private, large or small, etc.). Learning Objectives Strategic Brand Management is a marketing elective that is designed to improve student s marketing skills and understanding of specific marketing topics, as well as big picture issues of how various aspects of marketing fit together, all from brand equity perspective. Accordingly Strategic Brand Management is organized around the product and brand management decisions that must be made to build, measure and manage brand equity. Specifically the course begins with two sessions that deal with the content and the context of brand management decisions. Its purpose is to provide the big picture for the course. The next few sessions deal with strategies and tactics to build measure and manage brand equity. These sessions address direct and indirect measures of brand equity, desired brand knowledge structures, how to choose brand elements and develop marketing programs, how to introduce and name new products, corporate perspectives and how to manage brands over time and geographical boundaries. The remaining sessions put all this material together to consider various applications. Course Linkages A specialized paper in Marketing aims to draw heavily from the basics of marketing and also from other disciplines too especially in Consumer Behaviour and Advertising and Promotion Management. Infact, most issues in Consumer Behaviour are linked to behavioural patterns and purchase decisions with respect to a product brand. On the other hand, Advertising is more the visible face of the brand and needs to be looked at more from the marketer s perspective. Brand management also independently needs to be assessed too especially in the areas of Brand valuation where financial tools are used for analysis.
Course Pre-requisite Marketing Management as well as preliminary exposure to International context of Marketing Management are two areas which are imperative for the course. Especially areas of Products and International product decisions are important to assess. Course contents Module Topic L T P 1 Module 1: Introduction to the module Strategic Brand Management 8 0 2 Case 1: Himalaya Herbal Case 2: Super Shampoo Reading: Chapter 1,2 (KLK) Module 2 : Building Brand Equity 1 3 Case 3: JSW Shoppe Case : Infosys Reading: Chapter 3, (KLK Module 3: Building Brand Equity 2 Case 5: Centuryply Case 6: Reebok Reading: Chapter 5,6,7, Appendix C (KLK) Module : Measuring Brand Equity Case 7: Brand Equity Reading: Chapter 9,10 (KLK) 2 5 Module 5 : Managing Brand Equity 6 Case 8 : Luis Vuitton In India Case 9: Saffola Case 10: Coke and Pepsi Reading : Chapter 11,12,13,1 (KLK) 6 Module 6: Project Presentations-Branding and Brand Audit Total 28 0 0 Evaluation criteria: Performance is evaluated on the following parameters: 1. Group based Case Analysis : 20% 2. Group based branding Project : 30% 3. Class Participation : 10%. Major Exam : 0%
Learning outcomes: Beginning with exposure to the concepts of Brand Identity, Brand Image, Brand associations, Brand reputation, etc., the students will acquire knowledge and thematic competencies in Brand architecture, Brand Audit and Brand strategy. Pedagogical approach: The sessions will be interspersed with conceptual discussions and lectures along with cases being picked up at relevant places to discuss the application aspect of the concept. A set of cases is being provided separately. The students are also advised to look at the text and the reference books for further understanding. Materials: Suggested readings : Prescribed Text Book- Strategic Brand Management- Kevin Lane Keller (KLK) Additional Readings : Regular reading of material shared on website www.afaqs.com/ Additional information (if any): N/A Student responsibilities: Attendance, feedback, discipline: as per university rules. Thorough preparation of Case studies Course reviewers: 1. DR. Pinaki Das Gupta, IMI 2. Mr. Anil Gupta Module Wise Teaching Plan Module 1: Course Introduction The objective of the first 2 sessions are to provide the big picture for the course in terms of what strategic brand management is all about. The goal is for you to get a sense for what decisions must be made in brand management. Before the first session, please read the entire course syllabus carefully. The first two chapters provide a useful overview of the scope involved in the course and the topics that will be covered. The second half of Chapter 2 summarises the framework that will be developed throughout the course and should be read carefully. Topics - Course Structure and Content - History of Branding - Why do Brands Matter? - Overview of Brand Equity - Examples of strong brands
Module 2: Building Brand Equity 1 The objective of the next sessions is to consider in depth how to build brand equity. This session provides the foundation for the other sessions to follow. Specifically, we will develop a conceptual model of brand knowledge and consider how it impacts consumer responses to marketing actions. This session also addresses how to choose brand elements (i.e., brand names, logos, symbols, slogans, etc.) and the role they play in contributing to brand equity. - Creating Mental Maps - Brand Building Blocks - Brand Positioning Criteria - Brand Element Guidelines and Examples Module 3: Building Brand Equity 2 This session concerns how to optimize the marketing mix to build brand equity. Although you have probably studied the P s in the other courses, you probably not consider them from the perspective of brand equity and the effects of the marketing mix actions on brand knowledge structures. We will also consider how to leverage secondary associations to build brand equity. - Perceived Quality - Value Pricing - Blending push and pull strategies - Integrated Marketing Communications - Leveraging Secondary Associations Module : Measuring Brand Equity In this session we will explore a number of different ways to measure brand equity. Chapter 8 and 9 may be more of a review depending on your familiarity with marketing research techniques and can be skimmed accordingly. Chapter 10 deals more with the process of managing brand equity measurement and should be read more carefully. - Indirect and Direct Measures of Brand Equity - Qualitative, Exploratory Research - Quantitative, Tracking Research - Experimental Approach - Industry Measurement Models - Financial Measures of Brand Equity - Brand Equity Measurement System
Module 5: Managing Brand Equity 1 The objective of the next sessions is to consider in depth how to manage brand equity. In today s session, we take a broader perspective to consider various multi-brand issues. What role should the corporate name and image play in individual brand strategies? We also will consider issues concerning the appropriate product and brand strategy to effectively leverage brand equity and introduce new products. Which product or service categories should be considered and what names and other brand identities should be applied? - Corporate Branding Strategy - Brand Hierarchy - Brand Portfolios - Line Extensions - Category Extensions - Perceived Quality - Value Pricing - Blending push and pull strategies - Integrated Marketing Communications - Leveraging Secondary Associations Module 6: Project Presentations- Branding and Brand Audit It is imperative that the theoretical and case based learnings in Branding and Brand Management be applied by the students by taking up cases of real life organisations. The Term Project is meant to enable students to complete their learning by applying the concepts learnt in the course by doing a study using a rigorous research methodology and presenting this in the class. This will also facilitate shared learning.