ACHARYA BANGALORE B SCHOOL

4.3.1
STRATEGIC BRAND MANAGEMENT
2015-17 Batch I BANGALORE UNIVERSITY
Course Out-line

Facilitator Name: Prof. Kiran.G, M.B.A., Ph.D

Email: gkiran@acharyabbs.ac.in

Class: Four hours / Sessions, per week, as mentioned in timetable.

Total Sessions Planned: 46 Sessions

Objectives:

To give students a deeper understanding of the process of brand building in a variety of

business contexts, the integrated requirements for effective brand reinforcement , revitalization as
well as the models, measures and impact of brand equity.

Pedagogical Method: Since the material is learned through in class lectures, class attendance
and participation are critical. Poor attendance will hurt your internal marks.
This semester, Students will be divided into teams and will work with assignments and case
studies. Each team will have five students, and will be responsible for completing assignments,
case studies. In addition to working with your teammates on these assignments, there will be a lot
of time spent in class working on them as well. In this manner, every student has an opportunity
to learn from all of the assignments.

In-Class work sessions: Class time will be split between Recap, Schedule Topic, lecture and Q&
A time. Each team will have at least four 20-minutes, in-class work sessions. During these
sessions, the focal team will present their given assignment and seek feedback from the other
teams. In so doing, each student will learn from all teams. These work sessions will be
scheduled in the near future. It is important to attend these work sessions, whether your team is
the focal team, or not.

Preparation for class: The course will be taught in the same order as the Session Plan. Students
are expected to read the chapters prior to class. This allows for better class discussions. Since so
much of the learning this semester is through active learning, it is critical that you fully prepare
prior to the in-class work sessions and presentations.

Ask questions in class: Nobody understands everything! If you have a question, someone else
probably does as well. If you do not understand something, ask me to explain it.
P.T.O.
Evaluation Scheme:
Wt
Sl No Component Remark
(%)
A total of 12 assignments need to be
submitted. Page limitation is mentioned.
All assignments need to be hand written.
1 Assignments and co-operative study 30 Try not to duplicate.
Also, students are expected to visit any
co-operative society of their choice and
submit a review.
Dont miss exams and try answering
2 Mid semester and End semester 13
properly.
Individual and Group participation will
3 Group Presentations and Case Study 27
be appraised.
Pre class preparation / post class reading
4 Surprise tests and Class Participation 13 help you to earn marks. Class
participation is give due weightage.
Attend classes regularly. Less than 75%
5 Attendance 17 will not only deny your marks, but also
attracts penalty.
Total 100 Earn It!!!!!!!

MODULE 1:
Product Management: Product Planning and New Product Management- Product Portfolio
Analysis - Market Attractiveness & Components Of Market Attractiveness Product Market
Strategies - Product Life Cycle Stages And Corresponding Strategies Competitor Analysis

MODULE 2:
Introduction To Brand Management: Brands Vs Products- Brand Management - Brand
Components & Attributes- Significance Of Branding To Consumers & Firms - Selecting Brand
Names- Brand Identity Kepferer Brand Identity Prizm Model - Branding Challenges &
Opportunities

MODUL 3:
Brand Equity: Concept Types Of Brands - Strategic Brand Management Process Brand
Attribute Management & Architecture Brand Portfolio Strategy Brand Extension And
Stretching - Making A Brand Strong-Sources Of Brand Equity-The 4 Steps Of Strong Brand
Building- Aakers Brand Equity Model Customer Based Brand Equity Brand Leveraging,
Brand Loyalty

MODULE 4:
Brand Positioning: Types Of Positioning- Over, Under & Repositioning- Differentiation
Identifying Gaps Using Perceptual Maps - Co-Branding Licensing Celebrity Endorsement -
Positioning Guidelines

MODULE 5:
Brand Audit and Valuation: Brand Audit - Internal Branding- Introduction To Brand Valuation
Components & Types Of Valuation
MODULE 6:
Building Online Brands: Integrated Marketing Communication - The New Media Environment
Building and managing online Brands - Marketing Communication Options Using Social
Media to Build Brands E-Commerce & Brands

Reference Books:
1. Kevin Lane Keller , Strategic Brand Management: Building, Measuring, and
Managing Brand Equity, Prentice Hall, 4th Edition, 2012
2. MG Parameswaran , Building Brand Value Five Steps to Building Powerful Brands,
Tata McGraw hill, 2006
3. Subroto Sengupta , Brand Positioning: Strategies for Competitive Advantage, Tata
McGraw Hill Education, 2005
4. J.N. Kapferer , The New Strategic Brand Management (Creating And Sustaining
Brand Equity Long Term) , Kogan Page Publishers India, 2008.
5. S.A. Chunawalla , Compendium of Brand Management, Himalaya Publishing House
, 2011
6. David A Aaker , Managing Brand Equity, Free Press, 1991

Suggestions for a Successful Semester:

1) Be prepared for class. You will understand far more in class if you read the material
beforehand.

2) Be active in class discussions. Ask questions. Offer insight (Catching up on gossip /

Murmuring or sleep during class is generally considered bad form). Dont use Mobile phones and
other gadgets.

3) Bring in material that pertains to the class such as newspaper or magazine articles, web sites
address, products, etc.

Date: 18-Aug-2016 Signature