Professional Documents
Culture Documents
SLMM612
SLMM612
Objective
To familiarize students with the concept of a ‘brand’, the role of branding in marketing strategy;
brand equity, its importance and measurement, how to create and retain brand equity; operational
aspects of brand management. To introduce students to advanced topics of Brand Management.
REFERENCE BOOKS AUTHOR / PUBLICATION
nd
Strategic Brand Management, 2 e Keller, K.L. Prentice –Hall
Strategic Brand Management Kapferer, J.N. Free Press 1994
Brand Management: The Indian Context; Moorthi, Y.L.R Sangam Books Ltd. 1999
Managing Brand Equity Aaker, D.A Free Press 1991
Brand Leadership: The Next Level of Brand
Aaker / Joachimsthaler. Free Press 2000
Revolution
Beyond Branding Marconi, J. Probus Professional Pub. 1993
Brand Positioning: Strategies for Competitive
Sengupta, S. Tata McGraw Hill 2005
Advantage
Czerniawski, R.D. / M.W. Maloney. Hudson
Creating Brand Loyalty
House Publishing 1999
Brand Power Stobart, P. NYU Press 1994
Leslie de, C / Mc Donald. Butterworth –
Creating Powerful Brands, 3 rd e
Heinemann 2003
Brand Portfolio Strategy Aaker, David A. Free Press 2004
Detailed Syllabus
Concept of ‘Brand’ : Why Brand? What does Brand Building involve? Identification of opportunity
for branding and Brand Management Process. Brand Identity, personality, image and equity.
Branding Positioning and repositioning,
Strategic brand Management Process : Sustaining a brand longterm, Branding at different stages
of market – evolution – The scope for branding, the role of branding and branding strategies needed
at different stages in the evolution of the market, Brand Architecture: Handling a Large Portfolio,
MultiBrand Portfolio. Brand Hierarchy, Revitalizing brands: Relaunch, Rejuvenation, when brand
is dying or stagnating, or when the market is dying or stagnating
Creating strong brands through secondary Brand Associations: Creating Brand image through
elements of marketing mix.
Topic No. of Sessions
Concept of ‘Brand’ (Including case discussion) 3
Branding Positioning and repositioning (Including case discussion) 2
Strategic brand Management Process (Including case discussion) 8
Creating Brand Image (Including case discussion) 5
Managing Brand Extensions (Including case discussion) 2
Managing Brand Equity: (Including case discussion) 8
Managing brands across geographical boundaries (Including case discussion) 1
Special branding categories (Including case discussion) 2
Brand building in Indian context. (Including case discussion) 2
Total 33