BA6001-BRAND MANAGEMENT |
INTRODUCTION |
Basic understanding of Brands – Definitions – Branding Concepts – Functions of Brand –
Significance of Brands – Different Types of Brands – Co Branding – Store Brands. |
BRAND STRATEGIES |
Strategic Brand Management Process – Building a Strong Brand – Brand Positioning – Establishing
Brand Values – Brand Vision – Brand Elements – Branding for Global Markets – Competing with
Foreign Brands. |
BRAND COMMUNICATIONS |
Brand Image Building – Brand Loyalty Programmes – Brand Promotion Methods – Role of Brand
Ambassadors, Celebrities – Online Brand Promotions.
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BRAND EXTENSION |
Brand Adoption Practices – Different type of Brand Extension – Factors Influencing Decision for
Extension – Re-Branding and Re-Launching.
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BRAND PERFORMANCE |
Measuring Brand Performance – Brand Equity Management – Global Branding Strategies – Brand
Audit – Brand Equity Measurement – Brand Leverage – Role of Brand Managers – Branding
Challenges and Opportunities – Case Studies. |
Text Books |
1. Kevin Lane Keller, Strategic Brand Management: Building, Measuring and Managing,
Prentice Hall, 3rd Edition, 2007.
2. Mathew, Brand Management – Text & cases, MacMillan, 2008. |
Reference Books |
1. Alice Tybout and Philip Kotler, Kellogg on Branding, Wiley, 2008
2. Lan Batey, Asian Branding – A Great way to fly, PHI, 2002.
3. Paul Tmepoal, Branding in Asia, John Willy, 2000.
4. Ramesh Kumar, Managing Indian Brands, Vikas Publication, India, 2002. |
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