S. P. MANDALI’S PRIN L. N.

WELINGKAR INSTITUTE OF MANAGEMENT

DEVELOPMENT & RESEARCH

ACADEMIC DELIVERABLES CELL (ADC)

TEACHING AND LEARNING PLAN (TLP)

Note: Instructions are given in italics and should be removed before submitting TLP

Title of the Course Brand Management I

Course Code MKT 406
No. of Credits 3
No. of Hours 30
No. of Sessions 15
Marks 100
Pre-requisite Course(s), if any Marketing Management Basics
Name of the Program/Division PGDM & PGDM - RM
Specialization, if any Marketing
Course Revision No.
Academic Year 22-23
Trimester/Semester IV
Syllabus Revision No. 18
Name of the Faculty Prof. Ravi Vaidee
Faculty Email Address Ravi.vaidee@welingkar.org
Faculty Mobile No. 9820232497

Description of the Course:

This course aims to empower students with knowledge and capacities to understand and analyze brand
and branding management, from a corporate and consumer perspective. Brand Management is the
study of the process of branding and managing the business driven by the brand. It is a specialized
elective that follows The Marketing Management courses and is run simultaneously along with a full
credit course in Product and Brand Management in the second year of PGDM courses. It is a must do
course, especially for students looking for a career in FMCG or Consumer Marketing

1
Course Learning Objectives:

1 Student’s understanding of brands from the customer’s perspective, building brand equity &
managing brands over time.
2 Provide an overview of how firms develop brand management strategies to build, sustain &
leverage their brands
3 Enable students understand how to create, promote, and manage a brand for sustained growth
in dynamic markets.
4 Enable students understand nuances in commodity branding, private label branding, personal
branding, and B2B branding.

5 Enable student to recognize the importance of design thinking, digital branding & IMC in
building brands

Course Outcomes (CO):

Course Course Outcome Blooms Blooms

Outcome Level Level
Number (In (in word)
Roman
Numerals)
MKT406.CO1 Identify trends in branding, especially digital
marketing via social media and mobile marketing BT Level BT Verb
under specific market opportunities and threats No III Applying

MKT406.CO2 Analyze the relevance and importance of the

fundamentals and concepts of Branding viz.
Consumer culture, Audiences, Market uncertainties, BT Level BT Verb
Positioning, Marketing Mix, Brand extensions, No IV Analyzing
Influencer marketing using CBBE Model
MKT406.CO3 Recommend strategies for branding types with
design thinking BT Level BT Verb
No V Evaluating

MKT406.CO4 Design brand creation process and strategize BT Level BT Verb

creatively No VI Creating

MKT406.CO5 Formulate brand strategies to meet contemporary BT Level BT Verb

needs No VI Creating

2
Mapping of Course Outcomes (CO) to the PO and PSO goals
(To be mapped as 3 or 2 or 1 where 3 is the highest and 1 is the lowest level of co-relation. A cell can
also be left blank)
PSO mapping needs to be done CO wise for Programs that have PSO/s. Whichever PSO/s map to
the CO mention each one in the PSO column and write the numeric value
Bloom’s
Role of Self Level
PO Critical Program
Communica Global in the
/ Leadership Innovation Analytical
tion Skills Perspective Organization
Specific (Roman
CO Thinking Outcomes numerals
& in Society
)
CO BT Level
3 3
1 No III
BT Level
CO No IV
3 3 3
2

CO BT Level
2 2 2 2 2
3 No V
CO BT Level
2 3 3 3 2
4 No VI
CO BT Level
2 3 3 3 2 2
5 No VI

Detailed Session Plan:

Session Topic and Subtopics to be CO(s) Pedagogy
No. Covered Mapped (Pre Reading/Case Study
to the Article/Presentation
Topic Quiz/Assignment
Other: Please specify)
1 Pre Reading:
Introduction to brand & brand CO1& Philip Kotler – Marketing
management – it’s role, relevance, CO2 Management (2017)
importance, scope Concepts of Marketing, Marketing
strategy, Brand Management
2 Brand Resonance & association – Pre Reading:
what is Brand Resonance, it’s Strategic Brand Management –
importance. Brand Resonance building, measuring, & managing
Pyramid, how is it measured, how can
it be improved
CO1& brand equity – Kevin Lane Keller, Ambi
CO2 M G Parameswaran, Isaac Jacob,
Brand Association – it’s meaning and
concept, Building of Brand Chapter 2,3,7
Association, Brand Association Map, Video:
Understanding Brand Elements, how Brand Resonance
to measure Brand Associations
3
3 Brand identity & Brand image –
Importance of Brand Identity,
Difference between Brand Identity &
Brand Image, Key elements of Brand
Design & Developing of Brand
CO1&
Identity
CO2
Brand Image – Importance, concept
of Brand Image, Brand Image
Building & measuring of Brand
Image
4 Building Brand Equity – Defining
Brand Equity, Importance of Brand
Equity, Components of Brand Equity, CO1,
Various models to measure Brand CO2 &
equity – Keller’s CBBE model vs CO3
Aaker’s Brand equity model.
5 Strategies for growing & maintaining
brands – understanding of brand
strategies, Brand Value
Communication, Igor Ansoff matrix,
CO2,
CO3&
CO4
6 Managing brands over time –
understanding Brand Management,
Challenges in managing Brands
Brand Relevance, Brand Revitalize –
Re-branding, Re-positioning, Brand
Communication Consistency –
relevance & importance CO4 &
CO5
7 Managing brands over geographical
boundaries – understanding brands
vs geographical boundaries,
Advantages & Disadvantages of
Global Brands, Brand Consistency,
CO4 &
Opportunities & Limitations of
CO5
Global Marketing program,
Understanding Standardization vs
Customization,
Pre Reading:
Strategic Brand Management –
building, measuring, & managing
brand equity – Kevin Lane Keller, Ambi
M G Parameswaran, Isaac Jacob,
Chapter 2,4
Video:
Brand Identity vs Brand Image –Brand
Management 101
Brand Identity – Adeel Malik
Pre Reading:
Strategic Brand Management –
building, measuring, & managing
brand equity – Kevin Lane Keller, Ambi
M G Parameswaran, Isaac Jacob,
Chapter 2,4, 5,6,7
Pre Reading:
Strategic Brand Management –
building, measuring, & managing
brand equity – Kevin Lane Keller,
Ambi M G Parameswaran, Isaac Jacob,
Chapter 5,6,7,11
Article:
If brands are built over years, why are
they managed over quarters-
Leaonard Lodish, HBS
Pre Reading:
Strategic Brand Management –
building, measuring, & managing
brand equity – Kevin Lane Keller, Ambi
M G Parameswaran, Isaac Jacob,
Chapter 13
Article:
New economy brand management,
HBS
Video:
How Coca Cola stays relevant David
Butler
Pre Reading:
Strategic Brand Management –
building, measuring, & managing
brand equity – Kevin Lane Keller, Ambi
M G Parameswaran, Isaac Jacob,
Chapter 14
Video:
McDonald’s Managing brands across
geographies & market segments
4
8 Understanding of Products Vs
Services branding. Importance of
services branding in a
CO1 &
technology/digital driven world
CO2
9 Brand positioning – understanding
the concept & four components of
positioning – Product Class,
CO1 &
Consumer Segmentation, Consumer
Perception, & Brand Attributes &
CO2 &
CO3
benefits, relevance & importance
STDP, Perceptual Mapping, Pitfalls
of Brand Positioning
10 Challenges in brand management in
emerging markets – understanding
the
role of Consumer Decision Journey –
a)
CO1 &
The initial Brand Consideration set,
CO2&
b)
CO3
Word of Mouth, c) The In-Store
experience in Emerging markets.
Understanding Local Markets, Local
culture, changing boundaries in
emerging markets
11 Brand Audit – Importance of Brand
Audit, understanding Brand Audit vs
Marketing Audit, key steps in a Brand
Audit
CO1 &
CO2&
CO3
12 Consumer behavior theories.
“Customer insights” generation
techniques leading to building of a
CO1 &
brand
CO2&
CO3
13 Digital branding – understanding
Digital Branding, Importance of
Digital Branding, Steps in Digital
CO3 &
Brand Building, Challenges in Digital
CO4
Branding & how brands have
changed & not changed in digital
world.
Pre Reading:
Strategic Brand Management –
building, measuring, & managing
brand equity – Kevin Lane Keller, Ambi
M G Parameswaran, Isaac Jacob,
Chapter 1
Brand Positioning – Subroto Sengupta
Pre Reading:
Strategic Brand Management –
building, measuring, & managing
brand equity – Kevin Lane Keller,
Ambi M G Parameswaran, Isaac Jacob,
Chapter 3
Pre Reading:
Strategic Brand Management –
building, measuring, & managing
brand equity – Kevin Lane Keller,
Ambi M G Parameswaran, Isaac Jacob,
Chapter 1
Article:
Branding in the age of social media –
Douglas Holt, HBR
Pre Reading:
Strategic Brand Management –
building, measuring, & managing
brand equity – Kevin Lane Keller,
Ambi M G Parameswaran, Isaac Jacob,
Chapter 1 – Measuring & Interpreting
brand Performance
Chapter 1,3
Philip Kotler: Brand Audit
Pre read:
Schiffman, L, Wisenbilt, J & S Ramesh
Kumar Consumer Behaviour (12th
edition) Chapter 1, 3, 11
S. Sahney Consumer Behaviour
Chapter 5 – Consumer Behaviour
Models
Digital Marketing – Seema Gupta,
McGraw Hill
Video:
Building and Managing Brands - European
Zeitgeist 2011
5
14 Global branding – Role & Importance
of Global Branding, challenges,
building Global Brands, components
CO 4
of Global branding (Insights, Global
Brand Plan, Brand Management
&CO5
structure, consistent Brand strategies)
15 Role of IMC & advertising agency in
helping building brand equity.
CO 4
&CO5
Pre Reading:
Strategic Brand Management –
building, measuring, & managing
brand equity – Kevin Lane Keller,
Ambi M G Parameswaran, Isaac Jacob,
Chapter 14
Pre Reading:
Strategic Brand Management –
building, measuring, & managing
brand equity – Kevin Lane Keller,
Ambi M G Parameswaran, Isaac Jacob,
Chapter 6

Reference Texts/Books/Websites/etc:
The APA format can be used to list out the texts/books/readings/etc

Textbooks:

Sr No Name of the Book Author, Edition

1 Strategic brand management: new approaches to Kapferer, J.-N. (2000).
creating & evaluating brand equity. Place of
publication not identified: Diane Pub. Co.
2 Strategic brand management: building, measuring, Keller, K. L. (2004).
and managing brand equity. Harlow: Pearson
Prentice Hall.

3 Best practice cases in branding lessons from the Keller, K. L. (2008).

world’s strongest brands. Upper Saddle River, NJ:
Prentice-Hall
4 Brand leadership. New York: Free Press. Aaker, D. A., &
Joachimsthaler, E. (2011).

Recommended Readings:

Sr No Title of the article url

1 Reading material: Harvard Business School
cases, articles and
background notes

Assessment Method:
(Continuous Evaluation can include Quiz, Test, Case Study, Project(s), Presentation(s), Caselet(s),
Class Participation, etc)

Minimum TWO assessments are required for Internal Assessment / Evaluation

Evaluation Schedule
Evaluation Methodology % of marks assigned The Course
Outcome that it
will measure*

6
 1. Surprise quizzes 10% CO1, CO 2
2. Case evaluation
3. Group presentations 30% CO1, CO2, CO3,
CO4, CO5
4. Mid Term Evaluation
Nature of Mid Term Evaluation be
captured (quiz, presentation, case
study, etc )
5. Project
6. Any other evaluation method:
Ongoing Class Participation and
Engagement
7. End Term Evaluation / Exam 60% CO1, CO2, CO3,
CO4, CO5

(For evaluation methodology 1- 6 maximum weightage can be 40 %, balance will be for

end term exam.)
*Please specify which Course Outcome will be measured by each evaluation method. An
evaluation method can measure one or more Learning Outcomes

Project/Assignment Details, if any:

CO(s) Mapped to CO1, CO2, CO3, CO4, CO5

Project/Assignment
Objective/s of the To confirm students have understood the concepts and have
Project/Assignment been able to apply the same appropriately

Assignment/Project Methodology Read, comprehend, and present the theoretical

concepts/framework of a given topic and support the same
with 1-2 examples
Outcome of the Thru group presentations and class viva sessions assess the
Project/Assignment understanding level of the subject

TLP submitted by Approved by

Teaching Faculty Program Head Dean – Specialization
Name Prof. Ravi Vaidee Prof. Ravi Vaidee
Signature
Date