Management Development Institute Gurgaon

Course Outline
Programme: PGDM-BM

Title of the Course : Strategic Brand Course Credit : 3

Management
Core/Elective : Elective Term : III
Area : Marketing Academic Year : 2023-24
Course Faculty : Dr. Kanwal Kapil Contact No : 0124-4560298
Dr. Anurag Chauhan 0124-4560293
Email : kanwalkapil@mdi.ac.in; anurag.chauhan@mdi.ac.in

I. Introduction/Description of the Course

Branding is not juts confined to business. Even wars and army operations are branded these
days. (The U.S. initially branded its war in Afghanistan “Operation Infinite Justice”; a few
days later it rebranded it as "Operation Enduring Freedom., similarly recent Mumbai anti-
terror attack operation by Indian army was branded as “operation cyclone!”) Perhaps the best
sign of how pervasive brands are is that there is even an "anti-branding movement"—
symbolized by Naomi Klein's book, No Logo.

In the business arena, brands, and the issues surrounding brand strategy, brand equity, and
brand management, have always been important. These are issues CEOs typically get
involved with. John Stuart, a former chairman of Quaker Oats Ltd, is reported to have once
said: “If the business were split up, I would take the brands, trademarks, and goodwill, and
you could haveall the bricks and mortar—and I would do better than you.” Perhaps this
was an overstatement, but companies have been bought and sold at substantial premiums
over the book value of their physical assets to reflect the value hidden in their brands.

II. Course Objectives

The course is intended for students interested in branding issues. In other words, it should
appeal to many students, not just marketing types. Students interested in financial careers
should feel at home with the ideas that products become brands through marketing
investments, and once they become established, brands are productive assets that can be
leveraged, bought and sold, just like any other asset (many companies make a living by
assigning monetary value on brand assets!). Students interested in management consulting
should realize that brand strategy is an important sub-practice at most strategy-oriented
consulting firms.

Intended takeaways:
1. A conceptual framework for thinking about brands—how they are built, why
theyhave value, and how they can be leveraged.
 2. Examples from the real world illustrating how the theoretical framework can be
applied.
3. Practice in applying the framework to make real-world branding decisions.

III. Group Project:

Project objective is to understand the concepts and try to get first-hand experience on your
own by experimenting and researching topics of your interest. According to me it is a
creative representation of your knowledge and understanding of concepts. Any researchor
experiment is not sufficient until supported by some kind of primary or secondary study.

Class Participation: Learning is totally dependent on the degree and quality of discussion
generated in class. Each student is expected to be present in every session and contribute
to class discussion.
A combination of lectures, case presentations, discussions will be used to tour through this
course. It is expected that each one of the students prepares for the class discussion,to attend
classes, and to contribute to class discussions.

Quizzes: Four quizzes will be held during the term.

Mid-term Examination: There will be a mid-term exam as per academic calendar.

Mid-term and End-term Examinations: The exam paper will consist of a case studyand
conceptual questions relevant to the case study.

IV. Evaluation Criteria

Sr. No. Name of Component Approximate % Weightage

Number Assigned
1 Quizzes 20%
2 Group Project 15%
3 Mid-Term Examination 25%
4 End-Term Examination 40%
Total Weightage Assigned 100%

V. Compulsory Text Book

Keller, Kevin Lane (2003), Strategic Brand Management, Pearson education.

VI. Content and Session Plan

Session Session Theme Additional Reading/Cases

No.
Topic: Introduction to Strategic Readings: Chapter-1, Strategic Brand
Brand Management Management, Kevin Keller Lane (2003)

1
Topic: Building Strong Brands Readings: Chapter-2, Strategic Brand
Management, Kevin Keller Lane (2003)
2, 3
Case Study: Centuryply: Developing a
Power Brand in a Commoditized Market

Topic: Brand Resonance Readings: Chapter-3, Strategic Brand

4, 5 Management, Kevin Keller Lane (2003)

Case Study: Coca-Cola India: More

than Just Sugar and Fizz

6 Topic: Choosing Brand Elements Readings: Chapter-4, Strategic Brand

Management, Kevin Keller Lane (2003)
7 Topic: Strategizing Brands Guest session

8, 9 Topic: Marketing activities/ Role of Readings: Chapter- 5, 6, Strategic Brand

IMC in branding Management, Kevin Keller Lane (2003)

Case Study: Hindustan Unilever:

Brooke Bond

10 Topic: Branding in digital era Readings: Chapter-7, Strategic Brand

Management, Kevin Keller Lane (2003)

11 Topic: Branding in digital era Guest session

12, 13 Topic: Impact of brand associations on Readings: Chapter-8, Strategic Brand

brand equity Management, Kevin Keller Lane (2003)

Case Study: Behavioral drivers of brand

equity: Head & Shoulders
 14, 15 Topic: Measuring brand equity Readings: Chapter- 9, 10, 11, Strategic
Brand Management, Kevin Keller Lane
(2003)

Case Study: TBD

16, 17 Topic: Brand architecture Readings: Chapter-12, Strategic Brand

Management, Kevin Keller Lane (2003)

Case Study: Mahindra "Rise": A Brand

Architecture Decision
18 Topic: Brand extensions and branding Readings: Chapter-13,14, Strategic
for new products Brand Management, Kevin Keller Lane
(2003)
19, 20 Topic: Project Presentations

VII. List of Suggested Readings

1. Kapferer, Jean Noel (1999) Strategic Brand Management, global business press
2. Aaker, David A. (1991): Managing Brand Equity, The Free Press.
3. Aaker, David A. (1995): Building Strong Brands, The Free Press.
4. Aaker, David A. and Erich Joachimstaler (2000): Brand Leadership, The Free Press.
5. Clifton, Rita and Esther Maugham (eds.) (2000), The Future of Brands: Twenty-
FiveVisions, New York University Press. [Interviews with 25 prominent people.]
6. Brandchannel.com (by Interbrand, a branding consultancy)

VIII. Other Details (May be revised by the instructors as per course requirements)

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