Course Outline Brand Management Semester IV

Instructor: Dr. Subhadip Roy Phone: 09989864694 Email: subhadip1@gmail.com Room: C103 Course Objectives
Branding is the central component of marketing strategy and the dominant theme in marketing today affecting not just Consumer Goods but also B2B, Services, and NonProfits. This course will give students a deeper understanding of the process of brand building in a variety of business contexts, the integrated requirements for effective brand reinforcement and revitalization, and the models, measures and impact of brand equity. There will be special focus on the brands and brand management in the Indian Context.

Note: Coming late to the class will not be entertained. Mobile Phone and Laptops should not be used in the class. Plagiarism in the assignment will be dealt seriously.

Learning Objectives
The learning objectives of the course are: To provide an overview of Brand Management. To provide a holistic idea about the various Brand Management Functions and Strategies.
To equip the students with the necessary skills to build, grow and maintain a

successful brand. To familiarise students with the importance of brand management in the global market

Required Reading

Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Indian Edition.

Learning Strategies
Since this is a post graduate course the students will be required to

Come prepared to the class with a reading of the topic to be discussed in advance. Be prepared to answer questions asked by the faculty and take part in effective discussions in the classroom. Be able to critically analyze the course concepts Learn the applicability of the course concepts in real life business scenarios Be able to debate (in an civilized way) on the issues of branding with fellow students

The major role of the faculty will be that of a facilitator. The faculty will also act as a mentor providing constructive feedback (if necessary to individual students) based on their performance in the class/presentations/tests.

Evaluation Components
Serial No. 1 2 3 4 5 6 Evaluation Name Component A1 CP 1 A2 CP 2 A3 NCP 1 A4 A5 A6 NCP 2 NCP 3 End Term Type Ongoing Ongoing Project Proposal Interim report Final Project Examination Marks 15 15 10 10 20 30 Due by Session 12 Session 24 Session 13 Session 23 Session 30 End Sem

The total marks for the internal evaluation would be 70 marks and would have 70% weightage. NCP to be selected from the options by the respective faculty members.

Session Plan
Session TOPICS Case Chapter in Book (Keller ) Ch. 1 Ch. 2

1 23

Introduction to Brand Management Customer Based Brand Equity

45 67 89 10 11 12 - 13

Brand Positioning Choosing Brand Elements to Build Brand Equity Managing Marketing Programs to Build Brand Equity Marketing Communications and Brand Equity Leveraging Secondary Brand Associations

Introductory Caselet* Amar Chitra Katha: Changing the Brand with Changing Times (Dr. Subhadip Roy) Tanishq Positioning to Capture the Indian Womans Heart (9-507-025) Moods of Norway (609106-PDF-ENG) Gi Joe: Marketing An Icon (505030-PDF-ENG) Change the Game: Leveraging Brand Pepsi on Football Frenzy (Dr. Subhadip Roy) Product Red (A) and (B) (9-509-013, 9-509-014)

Ch. 3 Ch. 4 Ch. 5 Ch. 6 Ch. 7

14 15 16 17 18 19 20 21 22 23 24 25 26

Developing a Brand Equity Measurement and Management System Measuring Sources of Brand Equity: Capturing Customer Mindset Measuring Outcomes of Brand Equity: Capturing Market Performance Designing and Implementing Branding Strategies Introducing and Naming New Products and Brand Extensions Managing Brands over Time Managing Brands over Geographic Boundaries and Market Segments

Mountain Man Brewing Company (HBS Brief Cases 2069) Saxonville Sausage Company (HBS Brief Cases 2085) Marvel Enterprises, Inc. (505001-PDF-ENG) H-E-Bs Own Brands (9-502-053) Vivanta by Taj: Brand Extension or Brand Confusion (Dr. Subhadip Roy) Heineken N.V. Global Branding and Advertising (596015-PDF-ENG) Lenovo: Building a Global Brand (9-507-014) Branding healthcare services for the poor-A case study of Sadguru Netra Chikisyalaya, Chitrakoot, India (Prof. Shailendra Bisht) Activity Presentation

Ch. 8 Ch. 9 Ch. 10 Ch. 11 Ch. 12 Ch. 13 Ch. 14

27

Non Profit Branding

28, 29, 30 Brand Simulation using Forio 31 33 Project Presentations * To be given by the Faculty

The session plan is tentative and the faculty has the authority to make modifications if required.