-
7/28/2019 E15, Brand Mgmt, Prof. Ashish Sadh.pdf
1/4
Post Graduate Programme in Management2013-14 TERM: IV
TITLE OF THE COURSE: BRAND MANAGEMENT
CREDITS: 04
Name of the Faculty member: Ashish Sadh
Faculty Block -A Room No.
Email: [email protected] Telephone Number 528
COURSE DESCRIPTION
Brands and branding are very critical for an organization.
Brands are also considered to be thekey intangible asset that an
organization possesses. Past research suggests that profitability
isdirectly linked with an organizations ability to differentiate
its products and to build strongbrands. One of the most important
skills that marketing manager must possess today is anability to
build, manage and enhance the brand equity. Given the proliferation
in products andbrands in last few years the job of brand manager
gets more and more challenging. For anemerging market like India
wherein more and more MNCs enter into the market and the
marketbecomes more competitive, brands become one of the key
sources of a Sustainable CompetitiveAdvantage.
Brand Management is no more restricted to Fast Moving Consumer
Goods. In order to staycompetitive new sectors such as Industrial
Goods Companies, Media, Software, Banks,
Insurance,Telecommunication, Retail and other service industries
need to put into the practice the brandmanagement strategies.
COURSE OBJECTIVES
1. To help the participants understand the significance of
Brands for an organozatio2. To sensitize the participants with the
key decision areas in Brand Management3. To introduce the
participants with the Brand Management System.4. To provide a
better understanding of Customer Based brand Equity.5. To help the
participants identify different approaches to Brand Equity
Measurement.6. To help the participants understand Brand Extension
opportunities.
PEDAGOGY/TEACHING METHOD:
There will be 20 sessions of 75 minutes each, consisting of
conceptual discussions, cases,assignments (presentations). The
guidelines for group assignment will be provided separately.All
participants are expected to come prepared and reflect on the cases
and readings (bookchapters included) in the classroom sessions.
-
7/28/2019 E15, Brand Mgmt, Prof. Ashish Sadh.pdf
2/4
EVALUATION WeightageEnd Term Exam 30%Mid term Exam 30%CP
10%Assignment 30%Total 100%
SCHEDULE OF SESSIONS
Module I Introduction
Module Objective
To help the participants understand 'what is a brand and why it
is important for a businessorganization.
Sessions and Objective
Session 1
Understanding Brands and Brand Management
Reading:
HBS Note on Brands and BrandingSR: The Anatomy of a Brand
Case: Snapple
Sessions 2 and 3
Understanding Brand Management System and Key decisions in brand
management
Reading:
'Creating and Managing Brands' by Alice M. Tybout and Gregory S.
Carpenter from thebook "Kellogg on Marketing"Case: Procter and
Gamble (A)
Session 4
Strong Brands: What are they made up of?Reading: 'What is a
Strong Brand' by David AakerCase: MTV
Module II Understanding and Measuring Brand Equity
Module Objective
To introduce the participants with the concept of Customer Based
Brand Equity and differentapproaches for measuring the same.
-
7/28/2019 E15, Brand Mgmt, Prof. Ashish Sadh.pdf
3/4
Sessions and Objective
Sessions 05 and 06
Objective: To introduce the participants with some of the
commonly prevalentpractices of brand equity measurement.
Readings: Brand Asset Valuator
'Conceptualizing, Measuring and Managing Customer Based Brand
Equity' article byKevin Lane Keller , Journal of Marketing
(1993)
Module III: Managing Existing/Current Brands
Module Objective: To help the participants understand what are
the key decisions inManaging Existing brands.
Sessions 07 and 08
Objective: To understand the concepts Brand Identity, Brand
Image and BrandPositioning.
Reading:
'Brand Identity System' chapter from the book Building Strong
Brands' by David Aaker.
Case: Land Rover North America / BMW Z3
Sessions 09 and 10
Objective: To help the participants understand evolution of a
brand.
Reading:
Case: Starbucks: Delivering Customer Service / Dove Evolution of
a Brand
Session 11
Objective: To understand Brand extension as a strategic decision
and to identify theopportunities for the same.
Reading:Brand Extensions: the Good, the Bad and The ugly
Assignment
Session 12: same as in session 11
Case: Inside Intel Inside
-
7/28/2019 E15, Brand Mgmt, Prof. Ashish Sadh.pdf
4/4
Session 13:
To help the participants understand about how to take brands to
the global market asstrategy to manage brands over time.
Reading: How global brands compete.
Module IV: Managing New brands
Module Objectives: To help the participants understand critical
decision areas inintroducing new brands.
Session 14: Brand Architecture Decisions
Reading: 'The Brand Relationship Spectrum' article by David
Aaker.Case: Nivea
Session 15: Managing Brand Transition
Reading: 'Handling name changes' chapter from the book by J. N.
Kapferer
Case: Black & Decker Corporation Household Products Group-
Brand Transition
Session 16: Managing a New Brand Introduction
Reading: 'Managing a Multi Brand Portfolio' chapter from the
book by J. N. Kapferer
Case: Sony Eye Toy
Session 17: Managing brands during crisis
Reading: A Strategic Approach to Managing Product Recalls
Case: Intel's Pentium; When the Chips are down.
Session 18: Managing Corporate Brands
Reading: Leveraging the Corporate Brand Article by David Aaker
(California
Management Review)
Case: DuPont / GE
Session 19: Brand Building and Social Marketing
Case: Excellence in Social Marketing: WHO ORS
Session 20: Course review
* * * *
