Course Title : Brand Management

Course Duration : 2 hour per week for 10 weeks

Course Credits : 2

Indicative List of Topics

Understanding Brand Equity

• What is a brand; what can be branded; why do brands matter.

• Concept of brand equity; sources and benefits of brand equity.

• Brand knowledge: Structures: Attention to awareness / knowledge;

determining desired brand knowledge structure; building up of
brand image.

Building Brand Equity

• Brand elements: choosing elements; criteria for choosing.

• Crafting brand positioning; creating a brand personality.

• Marketing programmes for building brand equity; integrated

marketing.

• Measuring brand equity: researching equity through qualitative

means; brand audits, brand tracking; brand equity management
system.

Managing Brand Equity

• Branding strategies: Brand product matrix; brand hierarchy;
designing a branding strategy.

• Brand extensions: meaning; advantages; disadvantages.

Suggested Reading

 Strategic Brand Management - by Kevin Lane Keller

 Positioning: The Battle for your Mind - by Al Ries & Jack Trout
Business magazines (Business World, Business India, Business Today,
Outlook Business, Fortune, Business Week) and business dailies
(Economic Times, Business Line, Business Standard, Mint) have articles
dealing with branding issues. NCAER’s Consumer Demographics
Report, Business World’s Marketing Whitebook etc., could provide
valuable insights into the trends in consumer buying habits.