COURSE OBJECTIVE:
To introduce the concept of branding and brand management with special emphasis on developing brand equity.
UNIT-I Branding concepts; branding challenges and opportunities; brand equity concept; strategic brand management process; customer based equity; building a strong brand and its implications; identifying and establishing brand positioning; defining and establishing brand values; internal branding.
UNIT-II Choosing brand elements to build brand equity; designing marketing programs to building brand equity: integrating marketing communication to build brand equity: information processing model of communication, marketing communication options, leveraging secondary brand knowledge to build brand equity: conceptualizing the leveraging process, country of origin; co-branding, licensing, celebrity endorsement, sporting, cultural and other events.
UNIT-III Developing a brand equity measurement and management system: establishing brand equity management system; measuring sources of brand equity-capturing customer mindset; qualitative research techniques, quantitative research techniques, measuring outcomes of brand equity, capturing market performance.
UNIT-IV Designing and implementing branding strategies; brand-product matrix, brand hierarchy, introducing and meaning new products and brand extensions; managing brands over time; managing brands over geographic boundaries and market segments.
Suggested Reading:
7. Keller, Kevin Lane; Strategic Brand Management; Pearson Education; New Delhi.
8. Kapferer, Jean Noel; Strategic Brand Management; Kogan Page; New Delhi.
9. Kumar, S. Ramesh; Marketing and Branding –The Indian Scenario; Pearson Education; New Delhi.
10. Kapoor, Jagdeep; 24 Brand Mantras; Sage Publications; New Delhi.
11. Sengupta Subroto; brand Positioning; Strategies for competitive advantage; Tat McGraw Hill; New Deli.
12. Clifton, Rita & Simmons, John; Brands and Branding; The Economic; Delhi.
Note:
4. One case study be discussed – per unit – in the class.
Instruction for External Examiner: The question paper will have of two sections. Section ‘A’ shall comprise 8 questions (2 questions from each unit). The students will be required to attempt four questions (one question from each unit). Section ‘B’ will contain one CASE STUDY which will be compulsory. All the five questions will carry equal marks.
To introduce the concept of branding and brand management with special emphasis on developing brand equity.
UNIT-I Branding concepts; branding challenges and opportunities; brand equity concept; strategic brand management process; customer based equity; building a strong brand and its implications; identifying and establishing brand positioning; defining and establishing brand values; internal branding.
UNIT-II Choosing brand elements to build brand equity; designing marketing programs to building brand equity: integrating marketing communication to build brand equity: information processing model of communication, marketing communication options, leveraging secondary brand knowledge to build brand equity: conceptualizing the leveraging process, country of origin; co-branding, licensing, celebrity endorsement, sporting, cultural and other events.
UNIT-III Developing a brand equity measurement and management system: establishing brand equity management system; measuring sources of brand equity-capturing customer mindset; qualitative research techniques, quantitative research techniques, measuring outcomes of brand equity, capturing market performance.
UNIT-IV Designing and implementing branding strategies; brand-product matrix, brand hierarchy, introducing and meaning new products and brand extensions; managing brands over time; managing brands over geographic boundaries and market segments.
Suggested Reading:
7. Keller, Kevin Lane; Strategic Brand Management; Pearson Education; New Delhi.
8. Kapferer, Jean Noel; Strategic Brand Management; Kogan Page; New Delhi.
9. Kumar, S. Ramesh; Marketing and Branding –The Indian Scenario; Pearson Education; New Delhi.
10. Kapoor, Jagdeep; 24 Brand Mantras; Sage Publications; New Delhi.
11. Sengupta Subroto; brand Positioning; Strategies for competitive advantage; Tat McGraw Hill; New Deli.
12. Clifton, Rita & Simmons, John; Brands and Branding; The Economic; Delhi.
Note:
4. One case study be discussed – per unit – in the class.
Instruction for External Examiner: The question paper will have of two sections. Section ‘A’ shall comprise 8 questions (2 questions from each unit). The students will be required to attempt four questions (one question from each unit). Section ‘B’ will contain one CASE STUDY which will be compulsory. All the five questions will carry equal marks.
No comments:
Post a Comment