The Superior College, Lahore

Faculty of Business &Management Sciences

Course Outline
Course Course Title Brand management
Information Course ID Marketing Course Type Marketing
Credit hours 3 Hours per week (C-L) 3-3
Programs BBA Preferred Semester 5th
Date Jan,2021 Version 1.1
Offered Programs Bba Semester Session Spring 2021
Course Instructor(s) Afsheen Hassan TA / Junior Lecturer
Information
Course In 21st Century the brands are considered to be the most valuable asset for any business, Marketing Association of
Description America defines brands as name, term, sign, symbol, design or a combination of them intended to identify the
manufacturer of goods or service. As the product, pricing and distribution increasingly become commodities, the
new competitive edge is ‘building strong Brands through creating viable Brand promises, generating customer
experiences and maximizing the impact through touch points with customers.
This course will focus on; analyzing brands/brand promises, brand elements are design and measured to ensure
firms’ superiority and sustainability in profits.
Course At the end of this course students will be able to;
Learning No. Outcome BT Relation
Outcomes Level with PLO
(CLO) CLO1. Demonstrate the in-depth understanding of brand management and its C3 1 (a,b)
implication in 21st century
CLO2. Analyze the strategies and tactics involved in building, leveraging, C4 1-6
defending and sustaining brands
CLO3. Conduct a brand audit and propose brand strategies C5 1A-6
CLO4. Exhibit high self-confidence, capacity for self-reflection, and maintain A5 2-5
performance efficiency in team environment
Lecture type Lectures, Case base sessions, seminars
Prerequisites Marketing Management, Digital marketing
Follow up Distribution management
Courses
Course  Digital Media tools (Face-book, Twitter, LinkedIn, You-tube, What’s-app, Websites e.t.c)
Software  Designing Tools (Coral Draw, Adobe photoshop, Window video maker)
or Tool
Textbook Title Edition Authors Publisher Year ISBN
Kevin Lane Pearson 2017-
Strategic Brand Management, Keller, M.G. 18
Edition, Pearson 4th Parameswaran
, Isaac Jacob
References  Note on Brand Audit,  Pierre INSEAD
Chandon,
 Brand Tourism, Harvard
 Slivia Publishin 2014
Bellezza g
and Anat
Keinan,

Assessment Due in Weight Used to attain CLO

Summary
Assessment
Quiz’s Quiz 1 5th week 5%
Criteria
Quiz 2 12th week 5%
(100%) CLO 1
Task 1: Brand introduction- history- overview: 3rd week 3% -
Task 2: Brand audit 7th week 7% CLO 3-4

Page 1 of 3
 Task 3: Branding plan 11th week 16% CLO 2-4
Task 4: Managing brand 14th week 9% CLO 1-2
Project Work
Project exhibit Brand pitch 16th week 10% CLO 2-3-4
Written Mid-term 8th week 15% CLO 1
Final-term 17th week 30% CLO 1-2
Examinations
Methods of Mid/Final exam, term Project, Presentation
Evaluation
Notes

Course Contents
Week Topic Lecture Lecture Contents Relation
No. No. with CLO
Module 1: Understanding the Brands:
W1. Brand and Brand L1.  What are Brands? CLO1
Management  Introduction to Brand Management.
 Pros and Cons of Branding.
L2.  Ethical branding CLO1
 Brand Management Process
 History of Branding
W3. Developing a Brand L3.  Brand Equity CLO1
Strategy  Brand Equity as a Bridge
L4.  Brand Knowledge CLO1, CLO2
 Science of Branding

Failure of New Coke (Home task)

W5. Consumer Buying L5.  Brand Positioning CLO1, CLO2
Behavior  Identify & Establish Brand Positioning
L6.  Points of Parity and Points of Difference CLO 1-2
 Brand Mantra
Project Assessment (Task 1: Brand introduction)

Module Two: Measuring the Brands

W7. Building Brand L7.  Brand Elements CLO 1-2
Equity  Criteria for Choosing Brands Elements
L8.  Options and Tactics for Brand Elements CLO 1-2
 Psychology of Packaging
 Legal Branding Considerations
W9. Designing Marketing L9.  Product Strategy CLO3-4-5
Programs to Build  Pricing Strategy
Brand Equity  Channel Strategy
L10.  Channel Design CLO 3-4-5
 Consumer Price Perception
 Case Discussion Brand Personal Relationship
Quiz Assessment 1

W11. Integrated L11.  Major Marketing Communication Options CLO 1-2-3-4-

Marketing  Brand Amplifiers 5
Communication  Developing Integrated Marketing Communication Program
L12.  Brand Portfolio
 Brand Hierarchies
W13. Leveraging L13.  Leveraging Secondary Associations CLO 1-2-3-4-
Secondary Brand L14.  Cause Related Marketing 5
 Associations to Build  Five Minute Brand Pitches
Brand Equity
Project assessment (Task 2 Brand audit)

W15. Mid- term L15. Written Examination 1

L16.
Module three: Crafting the brands

W17. Developing a Brand L17.  Brand Value Chain CLO4-5

Equity  Brand Tracking Studies
Measurement and L18.  Brand Equity Management System CLO 2-4-5
Management
System

W19. Capturing Customer L19.  Measuring Brand Equity By CLO 2-4-5

Mindset &  By Brand Knowledge
Capturing Market  By CBBE Pyramid
Performance  By Self Report
 By Blind Test
L20.  By Dollar Metric Method
 By Brand Valuation
W21. Designing and L21.  Brand Architecture CLO 3-4-5
Implementing Brand L22.  Brand Hierarchy CLO 3-4-5
Architecture
Strategies
Project Assessment (Task 3: Branding plan Capturing customers)

Module Four: Managing Brands

W23. Introducing and L23.  Introducing and managing Brand Extension

naming new L24.
Products & Brand CLO 3-4-5
Extension
Quiz Assessment 2
W25. Managing Brands L25.  Brand Reinforcement CLO4-5
Overtime  Brand Revitalization
L26.  Brand Crisis CLO4-5
 Retiring a Brand
W27. Managing Brands L27.  Global Branding CLO 4-5
over Geographic L28. CLO 4-5
Boundaries  The Future of Branding
Project Assessment (Task 4: Managing Brands)

W29. Case Base Session L29.  UNILEVER CLO 1-2-3-4-

L30. 5
W31. Project L31.  Project Demonstrations CLO 1-2-3-4-
Demonstration L32.  Project Demonstrations 5
W33. Final exam  Final exam