PROGRAMME: BBA-MBA Five Year Integrated

Batch: 2016-21 Semester: IX

Course Code & Title MM621, Strategic Brand Management

Credit Hours 3

Faculty Dr. Meeta Munshi

E-mail ID meetamunshi@nirmauni.ac.in

Blog https://mm-imba-sbm-imnu.blogspot.com/
Phone No. Dr. Meeta Munshi: 079 71652643 (Office)
9825071663 (Mob)
Office Hours Wednesday and Friday - 3 pm to 4 pm
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I. Course Overview

This course is designed to understand branding and the concept of brand equity, its
creation and management over time and geographies. In a highly competitive and product-
cluttered world, branding is the differentiating factor that ensures success of a product.
Brands provide a source of sustainable competitive advantage since they cannot be
duplicated easily unlike capital or technology. The focus of the course will be on the best
practices in branding by drawing insights from a wide spectrum of industries across the
globe. The course will facilitate the development of the skill set required to perform brand
management and related activities.

II. Course Learning Outcomes (CLO)

At the end of the course, the students shall be able to:

1. Explain key concepts in brand management

2. Apply the tools to measure and manage the brand equity
3. Formulate the branding strategies
III. Text Book

Keller, K., Parameswaran A. & Jacob, I. (2015). Strategic Brand Management: Building,
Measuring and Managing Brand Equity, 4th Edition, Pearson. (E-book)

IV. Assessment Components & Schedule

Overall
Assessment Weightage Schedule Weightage CLO
Component (%) (%) Number

Individual
Assignment 1
10% After 15th session

Individual
10% 30% 1, 2
Assignment 2 After 9th session

10% After 20th session

Individual
Assignment 3
Group Continuous
10%
Assignment 1
30% 2,3
Report Submission in
Group
20% 33rd session
Assignment 2
End-Sem 40% As per schedule 40% 1,2 and 3

V. Session Plan

Session No. Description

Topic Introduction to Brand Management
1 Pedagogy Lecture & Discussion
Text Book Chapter 1, pp 2-21
CLO 1
Topic Branding: Challenges and Opportunities
2 Pedagogy Lecture & Discussion
Text Book Chapter 1, pp 22-34
CLO 1
Topic Customer-based Brand Equity
3 Pedagogy Lecture & Discussion
Text Book Chapter 2, pp 42-50
 CLO 1
Topic Establishing brand positioning
Pedagogy Lecture & Discussion
4
Text Book Chapter 2, pp 51-73
CLO 1
Topic Brand equity and brand positioning
Pedagogy Case Discussion
5
Case Crescent Pure (Course Pack)
CLO 2
Topic Understanding Brand Resonance Pyramid
Pedagogy Lecture & Discussion
6
Text Book Chapter 3, pp 83-89
CLO 1
Topic Building strong brands-Brand Resonance Pyramid
Pedagogy Lecture & Discussion
7
Text Book Chapter 3, pp 90-108
CLO 1,2
Topic Building strong brands-Brand Resonance Pyramid
Pedagogy Case Discussion
8
Mountain Man Brewing Co.: Bringing the Brand to Light
Case
(Course Pack)
CLO 2
Topic Building strong brands-Brand Resonance Pyramid
9 Pedagogy In-class Exercise
CLO 2
Topic Branding on Social Media
10 Pedagogy Discussion
CLO 1
Topic Choosing brands elements
11 Pedagogy Discussion
Text Book Chapter 4, pp 118-141
CLO 1
Topic Branding with brands elements
12 Pedagogy Discussion
CLO 2
Topic Understanding secondary brand associations
13 Pedagogy Lecture & Discussion
Text Book Chapter 7, pp 243 – 255
 CLO 1
Topic Analysing secondary brand associations
14 Pedagogy Lecture & Discussion
Text Book Chapter 7, pp 256-269
CLO 2
Topic Social purpose as secondary brand associations
15 Pedagogy Discussion
CLO 2,3
Topic Designing brand marketing programs
16 Pedagogy Lecture & Discussion
Text Book Chapter 5, pp 158-189
CLO 2
Topic Designing brand marketing programs
17 Pedagogy Case Discussion
Case The Birth of the Swatch (Course Pack)
CLO 2
Topic Designing brand marketing programs
18 Pedagogy Case Discussion
Case L'Oréal: Global Brand, Local Knowledge (Course Pack)
CLO 2,3
Topic IMC for branding
19 Pedagogy Lecture & Discussion
Text Book Chapter 6, pp 199-226
CLO 2
Topic IMC for branding
20 Pedagogy Lecture & Discussion
Text Book Chapter 6, pp 227-234
CLO 2
Topic IMC for branding
Pedagogy Case Discussion
21
Metabical: Positioning and Communications Strategy for
Case
a New Weight Loss Drug (Course Pack)
CLO 2,3
Topic Brand portfolio and brand hierarchy
22 Pedagogy Lecture & Discussion
Text Book Chapter 11, pp 378-386
CLO 1
 Topic Analysing brand portfolio and brand hierarchy
23 Pedagogy Lecture & Discussion
Text Book Chapter 11, pp 387-409
CLO 2
Topic Developing brand architecture strategies
24 Pedagogy Case Discussion
Case Taj Hotels, Resorts & Palaces (Course Pack)
CLO 2,3
Topic Developing brand architecture strategies
25 Pedagogy Discussion
CLO 2,3
Topic Analysing brand naming strategies
26 Pedagogy Lecture & Discussion
Text Book Chapter 12, pp 426-441
CLO 2
Topic Analysing brand extension strategies
27 Pedagogy Lecture & Discussion
Text Book Chapter 12, pp 442-454
CLO 2
Topic Designing brand extension strategies
Pedagogy Case Discussion
28
Reckitt Benckiser: Developing a New Laundry-Care
Case
Category in India (Course Pack)
CLO 2,3
Topic Analysing branding strategies over time
29 Pedagogy Lecture & Discussion
Text Book Chapter 13, pp-475-498
CLO 2,3
Topic Revising branding strategies over time
30 Pedagogy Case Discussion
Case Marvel Enterprises (Course Pack)
CLO 3
Topic Managing brands over times
31 Pedagogy Discussion
CLO 3
32 Topic Analysing strategies for global brands
Pedagogy Lecture & Discussion
 Text Book Chapter 14, pp 508-520
CLO 2,3
Topic Designing strategies for global brands
33 Pedagogy Lecture & Discussion
Text Book Chapter 14, pp 521-536
CLO 2,3
Topic Managing global brands
Pedagogy Case Discussion
34 Heineken N.V.: Global Branding and Advertising
Case
(Course Pack)
CLO 3
Topic Designing branding strategies
35 Pedagogy Student Presentations
CLO 2,3
Topic Designing branding strategies
36 Pedagogy Student Presentations
CLO 2,3
Topic Designing branding strategies
37 Pedagogy Student Presentations
CLO 2,3
Topic Analysing brand equity management system
Pedagogy Lecture & Discussion
38
Text Book Chapter 8, pp 279-297
CLO 1,2
Topic Analysing customer mind-set
Pedagogy Lecture & Discussion
39
Text Book Chapter 9, pp 314-342
CLO 1,2
Topic Analysing brand performance
Pedagogy Lecture & Discussion
40
Text Book Chapter 9, pp 314-342
CLO 1,2
Topic Measuring and interpreting brand performance
Pedagogy Lecture & Discussion
41
Text Book Chapter 10, pp 354-361
CLO 1,2
Topic Brand Diversity - Luxury Branding
 Pedagogy Discussion
42
CLO 2&3
Topic Contemporary issues in branding
43 Pedagogy Guest Lecture & discussion
CLO 2,3
Topic Contemporary issues in branding
Pedagogy Guest Lecture & discussion
44
CLO 2,3
Topic Review of key take-aways of course
45 Pedagogy Discussion
CLO 1,2,3

VI. Readings

R1. Holt, D. (2016). Branding in the Age of Social Media. Harvard Business Review, 94(3),
40-50.

R2. Hansen, R. B. (2015). How Tesla, Under Armour, and Sonos Do Branding Harvard
Business Review Digital Articles, 2-4.

R3. Omar R. & Bharadwaj, S. (2017). Competing on Social Purpose. Harvard Business
Review, 95(5), 94-101.

R4. Ahrendts, A. (2013). Burberry's CEO on Turning an Aging British Icon into a Global
Luxury Brand. Harvard Business Review, 91(1/2), 39-42.

R5. Brahmbhatt, A. C. & Vyas, Y. (2016). Content Analysis of Brand Elements Selected by
the Brands Marketed in India. Anvesha, 9(2), 1-9.

R6. Khattri, V. & Prakash, O. (2016). Role of Semiotics in Interpreting Brand Elements.
Amity Business Review, 17(2), 66-79.