Brand Management Dr Harsh V Verma Associate Professor FMS, University of Delhi harshfms@rediffmail.

.com Objectives The business environment has evolved over time changing the context of business. The concept of value, value creation process and valued assets has undergone a radical change. Consequently branding process and brands have assumed important significance. This course is designed to provide insights into the processes and strategies for developing and managing successful brands. Course administration Brand Management course aims to improve marketing skills by fostering problem solving approach based on conceptual foundations. The approach to session administration is participation centric. The sessions blend lectures, role plays, brand exploration studies, and case discussions to reach desired learning outcomes. Contents 1. Logic and rationale: context, content and consequences of marketing and emergence of brand as the asset 2. Decoding brands: deciphering meaning and contents, signifier and signified, brand types 3. Brand creation: brand idea and value orbits 4. Brand placement: space identification and choice 5. Consumer perspective: decision heuristics and strategies 6. Leverage: gaining from internal and external assets for better market performance 7. Brand evolution: concept management over time 8. Branding strategies: organization and architecture 9. Revitalization and rejuvenation: getting brand back into business 10. Brand Equity and value: how branding adds value, brand valuation

Circulation restricted only to the participants.

Suggested readings 1. Keller, Kevin Lane, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Pearson Education, New Delhi, 2008. 2. Aaker, David A, Building Strong Brands, The Free Press, NY, 1996. 3. Verma, Harsh V, Brand Management: Text and Cases, Excel Books, New Delhi, 2007. 4. Verma, Harsh V, Branding Demystified: From Plans to Payoffs, Response Books (Sage), 2010. 5. Tybout, Alice and Calkins, Tim, Kellogg on Brand Management, New Delhi, Wiley 2006. 6. Kapferer, Joel-Neal, Strategic Brand Management, Kogan Page,Pentoville Road, Oxford, 2003. 7. Kapferer, Joel-Neal, Reinventing the Brand, , Kogan Page, Pentonville Road, London 2001. Evaluation The structure of evaluation is going to be both continuous and event specific. Different components include: quiz, written assignment, case analysis, participation and written examination. The weights will be announced during the course.