Course Outline

Course: Brand Management Class: BBA (2013)

Instructor: Mr. Mansoor Waqas Askaree E.mail: mansoorwaqas@sbbusba.edu.pk

COURSE DESCRIPTION

The course builds on existing communications and consumer behavior models in

order to explore many of the issues facing a modern-day brand manager. Topics:
evaluation of brands, brands and their relationships with consumers, how to create
brand equity and the tools required to manage equity over time.

INDENTED LEARNING OUTCOMES

By the end of this course students should be able to:

1. Understand key principles of branding
2. Explain branding concepts and ideas in their own words
3. Understand and conduct the measurement of brand equity and brand performance
4. Practically develop a brand, including positioning and communication
5. Prepare a professional, logical and coherent report in the form of a brand audit
6. Deliver an oral presentation in a professional, engaging manner
7. Develop an argument and express themselves clearly in both written and oral communication
8. Consider ethical issues
COURSE CONTENT

Week 01

Introduction & Elements of a Brand Vision Ch.1 BAM

Concept of Brand, Its evolution and history
Band and its importance in Business

Week 02

The new rules of Brand Management Ch.2 SBM

What is a Brand? Single idea in the minds of consumers.
The Branding processes.
Misconceptions about brands.

Week 03

Brand Vision Ch.3 BOM

Core Values of brand.
Brand Ownership.
Brand Vision
Financial growth gap.
Brand vision of Samsung & Rado

Week 04

Brand equity Ch.4

Brand Equity.
How to measure brand equity
Calculation Methods.
Application in Pakistan. Brand Essence.

Week 05

Brand image Ch 05 BIM

Determining your Brand image
Creating your Brand Contract Crafting a Brand- based customer model
Understanding the status of Brands.
Taking a Brand Picture, Image. Persona.
Brand Contract, Promises.
Week 06

Mid Term Exams

Week 07

Brand Extension Ch.6- SBM

What is Brand extension?
Line & Range extensions.
Reasons of BE.
Factors for consideration. Classical Brand Theory.vs Modern Brand Theory.

Week 08

Communicating your Brand Ch.7

Positioning
Brand -based Communication. Understanding the brand.
BVP. Positioning.
IMC. 360-degree implementation.
Effective campaigns of successful brands.

Week 09

Measuring Sources of Brand Equity Ch.8

Free Association with Brands
Projective Techniques
Rorschach test

Week 10

Measuring Tools for Brand Association

Sentence Completion Test
Thematic Apperception Test (TAT)
Laddering

Week 11

Bubble Technique
Comparison Tasks
Third-Person Technique
Week 12

Buy ology and Brand sense Ch 9

Why consumers buy a certain Brand?
Perceptual mapping

Week 13

Making Brand Better Ch.10

Quantitative Research Techniques
Brand Attitudes

Week 14

Brand Uniqueness Ch.11

Going deeper into the World of the consumer
Business Plan (Marketing Plan) final project

Week 15

Presentations

Week 16

Final Exams

Evaluation

• Class participation, Presentations and Projects

Class participations is a fundamental part of learning in the course. The purpose of class
presentations is to initiate the discussion on the reading case. The presentation should be
done by a group and individually.
• Quizzes
There will be short – in class quizzes, which will be announced.
• Punctuality
Kindly attend the class on time and two late arrivals will be marked as one absence. 75 %
attendance is necessary for all students in a course.
• Semester Exam
Mid-term and Final-term exams.
RECOMMENDED BOOKS

Text Books:

1. Brand Asset Management by Scott M.Davis (BAM)

2. The 22 immutable laws of Branding by Al Ries & Laura Ries

3. Positioning: The battle for your mind-Al Ries & Trout (First 69 pages)-POS Further

Suggested Readings:

• No Logo by Naomi Klien (Chapter 1 in particular for this course)

• Buiding strong brands and Brand Leadership by David A.Aaker
• (Ch.2-Brand Identity & Ch.4-The Brand Relationship Spectrum)
• Strategic Brand Management by Jean-Noel Kapferer
• (Ch.8 on Brand Extension)-SBM
• Brand Failures-The truth about the 100 biggest branding Mistakes-Matt Haig
• The Fall of Advertising & Rise of PR-Al Ries & Laura Ries
• Brands & Branding-Rita Clifton & John Simmons.
• Buy.ology & Brand Sense-Martin Lindstorm
• The Brand called You-Peter Montoya.
• Managing Brand Equity-David Aaker
• Predictably Irrational by Don Ariely

Some relevant sites:

www.interbrand.com

www.trendwatching.com

www.marketingteacher.com