Subject: MM- 407C BRAND MANAGEMENT

Course Objectives:
The objective of this course is to expose the students to the concepts, techniques and strategies for managing brands in a competitive market.

Examination Scheme:
The faculty member will award internal marks out of 40 based on three assessments of 20 marks each of which best two will be considered. The end semester examination will be worth 60 marks having theory and
cases/practical problems.

Course Content:

1. Branding Concepts: Marketing, Product Brand Interface, Concepts, Elements, Brand Identity, Brand.
2. Brand Equity: Brand loyality, Brand awareness, perceived quality, Brand association and proprietary Brand "assets.
3. Branding Strategies: Corporate Vs Product Branding, Brand Portfolio, Multi Brand Strategy, Brand Positioning -Repositioning, Brand Extentions.
4. Brand Evaluation: Managing Brand / Performance, Financial Evaluation of Brands, Revitalizing the brand.
5. Contemporary Issues: Creating Mega Brands, Retail Branding, Global Branding, Integrated Brand Promotion.

Text Readings:

1. Kapferer, J.N., "Strategic Brand Management", Free Press.
2. Aaker, D., "Managing Brand Equity" Free Press.
3. Keller, K.L., "Strategic Brand Management", PHI.

Suggested Reading:

1. Moorthi, y .L.R., "Brand Management", Vikas.
2. Kumar Ramesh, S., "Managing Indian Brands", Vikas.
3. OGUINN, T.C., Alien, C.T. and Semenik, R.J., "Advertising and Integrated Brand Management". Thomson.