LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI

Two Year Full Time Post Graduate Diploma in Management

Trimester-V

Course Code: 125211 Course Title: Strategic Brand Management

Academic Session: 2017-18 Instructors: S K Tyagi/ Smita Sharma

COURSE OBJECTIVES
Brands are one of the most valuable assets that firms have in modern competitive business environment.
Even though they are intangible assets, creating & nurturing them poses significant challenges to the
marketers today. The course will illustrate why brands are important, what they represent to consumers
& how they should be managed.

COURSE CONTENT

Module Session Topic & Reading/s

No. No./s
I 1-2 Brands & Brand Management
Brands vs. Products,Importance of Brands, Branding Challenges and Opportunities,
Brand Equity Concept, Strategic Brand Management Process
Readings:
Keller, Parmeswaran, Jacob, (2015), Strategic Brand Management, Ch 1
Case: Koshy, Abraham, (2006), “Hidesign: Brand by Design”, IIMA

II 3 Customer-Based Brand Equity

Customer-Based Brand Equity,Brand Equity as a Bridge, Sources of Brand Equity,
Strategies to Build a Strong Brand, Brand Building Implications
Readings:
Keller, Parmeswaran, Jacob, (2015), Strategic Brand Management, Ch2
David Aaker, (1991), Managing Brand Equity, Chapters 1, 2

III 4 Creation of a New Brand

Brand Identity Prism, Brand Building Models
Readings:
Jean Noel Kapferer, (2009), Strategic Brand Management Ch 2
Parameswaran, (2008), Building Brand Value, Ch 2
Article: Building Strong Brands: Three Models for Developing and Implementing
Brand Plans-Keller (Teaching Note)

IV 5-6 Brand Positioning & Values

Identifying and Establishing Brand Positioning, Updating Positioning Over Time,
Defining and Establishing Brand Values, Internal Branding
Readings:
Keller, Parmeswaran, Jacob, (2015), Strategic Brand Management, Ch 3
Subroto Sengupta, (2008), Brand Positioning:, Ch 2
Case: Koshy, Abraham, (2006) “Scorpio from Mahindra: Brand Positioning
Decision:, IIMA
Saffola Cooking Oil: Repositioning Journey- IIM Bangalore-Poddar & Prakhya
1
VI 7 Choosing Brand Elements to Build Brand Equity
Brand Element Choice Criteria, Brand Element Options & Tactics
Readings:
Keller, Parmeswaran, Jacob, (2015), Strategic Brand Management, Ch 4
Assignment: Designing Brand Elements for a New Brand

VII 8 Designing Marketing Programs to Build Brand Equity

New Perspectives on Marketing, Product Strategy, Pricing Strategy, Channel Strategy
Readings:
Keller, Parmeswaran, Jacob, (2015), Strategic Brand Management, Ch 5

Integrating Marketing Communication to Build Brand Equity

Information Processing Model of Communication, Overview of Marketing
Communication Options, Developing Integrated Marketing Communication Programs
Readings:
Keller, Parmeswaran, Jacob, (2011), Strategic Brand Management, Ch 6
Include: Brand Focus articles: Keller, Parmeswaran, Jacob. Ch 5,6

VIII 9 Leveraging Secondary Brand Knowledge to Build Brand Equity

Conceptualizing the Leveraging Process, Country-of-Origin and other Geographical
Areas, Channels of Distribution, Co-Branding, Ingredient Branding, Licensing,
Celebrity Endorser

Readings:
Keller, Parmeswaran, Jacob, (2015), Strategic Brand Management, Ch 7

IX 10 Developing a Brand Equity Measurement & Management System

The Brand Value Chain, Designing Brand Tracking Studies, Establishing a Brand
Equity Management System
Readings:
Keller, Parmeswaran, Jacob, (2015), Strategic Brand Management, Ch 8

Article: Kevin Lane Keller, (2007), “Brand Report Card”, Harvard Business Review
Article: How do Brands Create Value: Kevin Lane Keller and Donald R. Lehmann
(Teaching Note, 2003)

X 11 Measuring Sources of Brand Equity: Capturing Customer Mindset

Qualitative Research Techniques, Quantitative Research Techniques
Readings:
Kevin Keller, (2010), Strategic Brand Management, Ch 9
Measuring Outcomes of Brand Equity: Capturing Market Performance
Comparative Methods, Holistic Methods
Readings:
Keller, Parmeswaran, Jacob, (2015), Strategic Brand Management, Ch 10

XI 12 Designing and Implementing Branding Strategies

Brand-Product Matrix, Brand Hierarchy, Designing a Branding Strategy
Readings:
Keller, Parmeswaran, Jacob, (2015), Strategic Brand Management, Ch 11
Article: Brand Housing: Best Practice for Brand Architecture: Manfred Abraham
and Abigail Taylor, (Prepared by Interbrand, Source: warc.com)

2
XII 13-14 Introducing and Naming New Products and Brand Extensions
New Products and Brand Extensions, Advantages & Disadvantages of Brand
Extensions, Understanding How Consumers Evaluate Brand Extensions, Evaluating
Brand Extension Opportunities, Extension Guidelines Based on Academic Research
Readings:
Keller, Parmeswaran, Jacob, (2015), Strategic Brand Management, Ch 12
David Aaker, (1991), Managing Brand Equity, Chapters 1, 2

Case: Dabur Vatika: Brand Extension (Source: Datamonitor)

Article: Positioning in the Mind Versus Brand Extension: The Revision of Ries and
Trout, by Henrik Uggla (Source: IUP Journal of Brand Management, March 2015)
XIII 15-16 Managing Brands over Time
Reinforcing Brands, Revitalizing Brands, Adjustments to the Brand Portfolio, Brand
Portfolio Rationalization
Readings:
Keller, Parmeswaran, Jacob, (2015), Strategic Brand Management, Ch 13

Article:
Kevin Lane Keller, “Managing Brands for the Long Run: Brand Reinforcement and
Revitalization Strategies”, California Management Review, Vol 41, No. 3

XIV 17 Managing Brands over Geographical Boundaries and Market Segments

Rationale for Going International, Advantages of Global Marketing Programs,
Disadvantages of Global Marketing Programs, Standardization vs. Customization,
Global Brand Strategy, Building Global Customer-Based Brand Equity
Readings:
Keller, Parmeswaran, Jacob, (2015), Strategic Brand Management, Ch 14

XV 18 Contemporary Issues in Branding

The Power of Cult Branding, E-Brand Management, Services Branding, Sensory
Branding, Brand manuals, Brand Volatility, Creative Destruction of Brands
Readings:
Paul Temporal: Advanced Brand Management, Ch 7
Book Review: “Brand Sense – Martin Lindstrom”
Article: Integrated Brand Experience Through Sensory Branding and IMC by Jai
Beom Kim, Yoori Koo, and Don Ryun Chang. (Source: Design Management
Review: September 2009)

19-20 End Term Project Presentations

Pedagogy

The teaching methodology used in this course will be a judicious mix of lectures, case analysis &
discussions, as well as presentations by the students. There would be presentations on a regular basis
(based on brand news articles or other quality articles).

Coverage of Each Chapter:

Topics in Detail
Branding Briefs
The Science of Branding
Brand Focus
3
(Reference: Keller, Parmeswaran, Jacob, (2015), Strategic Brand Management)

Brand Audit Project: An essential ingredient of the course is the brand audit project. The idea behind
the brand audit is to conduct an in-depth examination of a major brand of choice. Every team must study
a different brand, and brands are assigned on a “first come, first serve” basis. The goal of the brand audit
is to assess its sources of brand equity and suggest ways to improve and leverage that brand equity.

Book Readings

1. Keller, Parmeswaran, Jacob, Strategic Brand Management, Pearson, 2015, 4th ed

2. Jean Noel Kapferer: Strategic Brand Management, Kogan Page, 2009
3. M.G. Parameswaran – Building Brand Value, Tata McGraw Hill, 2008.
4. Kirti Dutta: Brand Management, Principles and Practices, Oxford University Press, 2015
5. Pran K Choudhary, Successful Branding, 2001, Universities Press
6. Harsh Verma, Brand Management (Excel Books, 2004)
7. David Aaker, Brand Portfolio Strategy (New York: Free Press, 2004)
8. David Aaker, Building Strong Brands (New York: Free Press, 1995)
9. David Aaker, Managing Brand Equity (New York: Free Press, 1991)
10. Paul Temporal: Advanced Brand Management (John Wiley & Sons, 2002)
11. Ries & Trout, Positioning: The Battle for your Mind, 20th Anniversary Edn. (McGraw Hill, 2000)
12. Y.L.R. Moorthi, Brand Management (Vikas Publishing, 2003)
13. Kellogg on Branding – Northwestern University, 2006

EVALUATION
The course will be evaluated on the following basis:
End Term Examination 50 marks
Internal Assessment 50 marks

Internal Assessment break-up

Mid Term Test 20 marks
Case Presentation 10 marks
End Term Project 10 marks
Class Assignment 05 marks
Class Participation 05 marks