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Course Code: MMBA405E02
Semester: IV

BRAND MANAGEMENT

Course Objectives: To understand the methods of managing brands and strategies

for brand management.

UNIT I 12 Periods
INTRODUCTION
Basics Understanding of Brands - History of Branding- Definitions - Branding
Concepts - Functions of Brand - Significance of Brands - Different Types of Brands -
Co branding - Store brands- Branding Challenges and Opportunities - History of
Branding-Case Study.

UNIT II 12 Periods
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-Case Study.

UNIT III 12 Periods

BRAND COMMUNICATIONS
Brand image Building - Brand Loyalty programmes - Brand Promotion Methods -
Role of Brand ambassadors, celebrities - On line Brand Promotions- New Media
Environment- Brand Amplifiers- Developing Integrated Marketing Communication
Programs-Case Study.

UNIT IV 12 Periods
BRAND EXTENSION
New Products and Brand Extensions- Brand Adoption Practices - Different type of
brand extension - Factors influencing decision for extension - Understanding How
Consumers Evaluate Brand Extensions - Evaluating Brand Extension Opportunities -
Advantages of Extensions - Disadvantages of Brand Extensions-Re-branding and
re-launching-Case Study.

UNIT V 12 Periods
BRAND PERFORMANCE
Measuring Brand Performance - Establishing a Brand Equity Management System -
Global Branding strategies - Brand Audit - Designing Brand Tracking Studies - Brand
Equity Measurement - Comprehensive models of consumer based brand equity-
Brand Leverage -Role of Brand Managers-Case Study.

REFERENCES
 1. Kevin Lane Keller, Strategic Brand Management: Building, Measuring and
Managing, Pearson, 4th Edition, 2013. Woods, D.D. and E. Hollnagel.Joint
cognitive systems. Boca Raton: Taylor & Francis, 2010.
2. Moorthi YLR, Brand Management 1st Edition, Vikas Publishing House 2012.
3. Paul Tmepoal, Branding in Asia, John Willy, 2000.
4. Ramesh Kumar, Managing Indian Brands, Vikas Publication, India, 2002.
5. Mahim Sagar, Deepali Singh, D.P.Agarwal, Achintya Gupta,Brand
Management Ane Books Pvt.Ltd (2009).

LEARNING OUTCOMES

Unit-I The learner able to understand the definition, concepts, functions and types of
branding, Challenges and History of Branding.
Unit-II The learner able to analyze the various branding strategies
Unit-III The learner able to analyze and evaluate the effective brand communication
practices such as brand adoption, brand extension, rebranding and re-launching.
Unit-IV The learner able to analyze and evaluate the brand extension practices
Unit-V The learner able to understand and analyze the brand performance practices.