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BRAND MANAGEMENT – SYLLABUS

Note 1 – Read the article, but concentrate on the “Focus area”


mentioned under each article.

Note 2 - For quizs, if you read the article which has focus areas
marked in them, that is enough. The other article, if any, is optional
reading.

Note 3 - Do not try to memorize the focus areas or the article


itself. Understand, critique and apply the principles.

SESSION 1:

Introduction to the course

SESSION 2&3:

a) TITLE: Brand Identity

READING:

“Brand Identity and positioning”, Chapter 7, “The New


Strategic Brand Management”, Jean Noel Kapferer, 4th
edition, Kogan Page, 2008, p 182-7

(Focus area – Fig 7.4, P183)

SESSION 4 and 5:

a) TITLE: Brand Identity

b) READINGS:

“The Brand Identity system”, Chapter 3, D. Aaker “Building


strong brands”, Free Press, NY, 1996, p 68 – 105.

(Focus area – Fig 3-3, P79


Understand 3 boxes – strategic brand analysis, brand
identity system, value proposition)

CASE: Airtel vs Idea


SESSION 6:

a) TITLE: BRAND EQUITY - I

b) COVERAGE:

i) Dimensions of brand equity - discussion


of supporter, detractor, absentee,
peripheral values that contribute to brand
equity
ii) Different definitions of brand equity
iii) Different methods of measuring brand
equity

c) CASE: A brand called Bond

SESSION 7:

a) TITLE: BRAND EQUITY - II

b) COVERAGE:

ii) Aaker’s 10 dimensions of brand equity


ii) Different definitions of brand equity
iii) Different methods of measuring brand
equity

c) READINGS:

David A. Aaker, “Measuring Brand Equity Across


Products and Markets”, CALIFORNIA MANAGEMENT
REVIEW, VOL 38. NO. 3 SPRING, 1996, p102-120

(Focus areas – Table 1, 105, Table 2, 118)


http://search.proquest.com/docview/216148797/TextGraphic/7C2B6A5A210F
4E41PQ/1/19?accountid=27541
d) CASE: In and around Bond

SESSION 8:

a) TITLE: “BRANDING SERVICES"

b) COVERAGE:

i) How to brand a service?

c) READINGS:

Y.L.R.Moorthi, “An approach to branding services”,


Journal of Services Marketing, Vol16, No. 3, 2002, p 259-
74.

(Focus area – Table 1, P262-3)

d) CASE: Case method – boon or bane

SESSION 9:

a) TITLE: “ISSUES IN BRAND EXTENSION - I”

b) COVERAGE:

i) What to extend into?


ii) Theory of brand extensions

c) READINGS:
i) “Growth through brand extensions”,
Chapter 12, J.N. Kapferer, “New
Strategic Brand Management”, 295- 45

(Focus areas – Fig 12.11, P336; Fig 12.2,


P311; Fig 12.9, P334; Table 12.4, 341)

SESSION 10:

a) READING:
i) The brand relationship spectrum: The key to the
brand architecture challenge, Aaker, David A;
Joachimsthaler Erich. California Management
Review 42.4 (Summer 2000): 8-23.

Focus area – p9 – Figure 1, Brand Relationship


Spectrum

Critique the classification in 9 types (add/amend/delete types) of brand


architecture. Give 2 Indian e.g.s for each of the 9 types of architecture

SESSION 11:

a) TITLE: CORPORATE BRANDING

b) READINGS:

i) "Analyzing the Corporate Brand", Chapter 4, N. Ind,


“The Corporate Brand”, p 42 - 65.

ii) Leveraging the Corporate Brand, Aaker, David A.


California Management Review 46.3 (Spring 2004):
6-18 (Optional reading).

Focus area - Fig 1, p16

SESSION 12:

a) TITLE: “BRANDING INDUSTRIAL PRODUCTS”

b) COVERAGE:

i) Is branding relevant to business-to-


business markets?
ii) Do you brand the organization or the
product in industrial markets?
iii) Examples of branding in industrial
products and exploration of the issues of
branding

c) READINGS:
The industrial brand personality scale: Building strong
business-to-business brands Uta Herbst, ⁎ , Michael A.
Merz, Industrial Marketing Management Vol 40, issue 7,
(2011) 1072–1081

Focus area – Table 6, p 1078

SESSION 13:

a) TITLE: GLOBAL BRANDS

b) READINGS:

i) Is there really no hope for local brands?


Jean-Noel Kapferer . Journal of Brand
Management 9.3 (Jan 2002): 163-170.

ii) “The post-global brand”, Jean-Noël Kapferer


Journal of Brand Management; Jun 2005; Vol 12, No. 5;
ABI/INFORM Complete pg. 319-24

7 patterns of globalization – give e.g.s for MNCs using the


above patters in India, do not use the examples given in the
article

SESSION 14:

a) TITLE: RETAIL BRANDING

b) READINGS:

i) “The International Review of Retail, Distribution and


Consumer Research”, Volume 23, Issue 3, 2013
“Retail brand orientation, positional advantage and
organisational performance”, Kerrie Bridsona*, Jody Evansb,
Felix Mavondoc & Joanna Minkiewiczb, pages 245-264
(http://www.tandfonline.com/doi/abs/10.1080/09593969.2013.776991)
Focus area – Fig 1, Conceptual Model, p 250

SESSION 15 and 16:

a) TITLE: “TECHNOLOGY BRANDING”

b) COVERAGE:

i) What are the distinctive features of


technology markets? How to use these to
brand technology products?
ii) Framework for technology branding

c) READINGS:

i) Adrish Bera and Y. L. R. Moorthi, “A framework for


branding technology offerings and technology
companies”, Working Paper No. 219, IIMB working
paper series, January 2004

Critique Fig 1, p7 (add/amend/delete rows and columns) and make


a table of your own that better captures the challenges of
technology branding. Justify your table with example/s

(Focus area – Fig 1, P7)

SESSION 17:

a) TITLE: CO-BRANDING

b) READING:

Collaborating for success: managerial perspectives on co-


branding strategies in the fashion industry
Oeppen, Jemma; Jamal, Ahmad. Journal of Marketing
Management 30.9-10 (2014): 925.

How much of this cobranding theory is applicable to the Indian market.


Pick up examples of co-branding from Indian market to refute or support
the theories give in the article
SESSION 18, 19 and 20:

Guest Lectures

Evaluation
Project – 35%

Quizs - 35%

Class participation - 15%

Presentations – 15%

No Mid-term or end term exams

Class participation – Of the 15 marks for class participation, 10 marks


are allotted for giving interesting (not necessarily correct) answers for the
questions the faculty poses. So please take some time to think about the
session topics and bring in some fresh perspective. The other 5 marks are
for good questions raised by students in the class. Please remember
quality and not quantity decides the outcome. Try value, not volume!

Quizs - All quizs are surprise quizs. The number of quizs can be anything
from 3 to ‘n’. All quizs have the same format – 10 min, 10 marks, 10
lines. Read the material allotted for the session. There is usually 1
compulsory reading for every class. Even in that article there are focus
areas specifically mentioned on which you need to concentrate. If there is
more than one reading for the class, the other reading is usually optional.
Therefore understanding the article is more important than mugging it.
Don’t try to mug. Think, critique, apply.

No compensation for lost quizs IRRESPECTIVE of the reason. Please do


not send me mails or tell me in person that you are going to miss a certain
class. No excuse or explanation will be accepted. Advise you not to waste
your time and mine and get the wrong end of the stick.

Projects and presentations


Detailed project and presentation guidelines will be sent to you
separately.

Rules
There are two non-negotiable rules for the course
i) Please come on time. Nobody will be allowed into the class after I
come in.
ii) Do not play with mobiles in the class. You will be severely
punished. Students from premier institutes have huge egos (I need
not remind you that I am one myself. I know exactly what I mean
when I say this). If you do not want your ego publicly punctured
besides losing grades, suggest that you do not try this.

If you have any questions regarding project/presentation/any course


related issue, there is no need to wait for a one-on-one or group meeting.
Send your queries by email. I will come back in 48 hours. Or meet me
immediately in the break after the class and get it clarified.

Important

All articles in italics are accessible online. In case there is a problem


please bring it to my notice in the first week. After that it will be
difficult to find time.