INSTITUTE of BUSINESS MANAGEMENT

College of Business Management

Department of Marketing

COURSE SPECIFICATION

Brand Management 511 - Elective

University: Institute of Business Management Faculty:

Course specifications

Program(s) on which the course is given: BBA(H). MBA

Major or minor elements of programs: BBA(H), MBA
Department offering the program College of Business Management
Department offering the course: Marketing
Academic year/Level: Level 4
Date of upgraded specification approval: April 2018

A. Basic Information

Title: Brand Management Code: MKT 511

Credit hours: 3 ( 41 hours)

Tutorial/Case Studies 1.1

B. Professional Information

1. Overall aims of course

This course is designed to provide fundamental understanding of the concept of brands,

brand equity, brand identities, the value of brand as an asset and how they deliver value to
all the stakeholders including the company. Students will develop appreciation of brand
architectures, brand-product relationships, brand vision, brand metrics, and brand
positioning. The course is designed to develop skills needed to visualize, create, launch,
and manage and successfully grow brands over time. Students will also learn brand
planning methods and techniques to grow and manage single brands and brand portfolios
through extensions and handling brand name changes and apply them to local environment.
Students will be exposed to contemporary developments in branding theories and global
best practices in brand management through new literature & case studies.

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2. Intended learning outcomes of course (ILOs)

a. Knowledge and understanding:

 Develop a consumer-centric approach to building, measuring and evaluating
strategies that build brand equity for new and existing brands.
 Identify important issues related to planning and implementing brand
strategies for a diverse group of marketing offerings (e.g., products, services,
industrial goods, non-profits, etc.).
 Learn how to identify brand meaning and to measure brand strength for any
particular market offering.
 Apply branding principles and marketing communication concepts and
frameworks to achieve brand management goals and improve marketing
performance.

b. Intellectual skills:
 Analysis: can analyze with guidance using given classifications/principles
 Synthesis: can collect and categorize ideas and information in a predictable
and standard format
 Evaluation: can evaluate the reliability of data using defined techniques
and/or proactive research
 Application: can apply given tools/methods accurately and carefully to a
well-defined problem and begin to appreciate the complexity of the issues

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3. Contents:

No. of hours
Session

Time= 14.5
time =26.5
Instructor

Student
Topic for 24 sessions

= 41
1&2 What is a Strong Brand 3.0
Chapter 1 of Building Strong Brands
Subjects Covered
 An Introductory Note on Case Method.

Learning Objectives
 Understand the concept of a brand.
 Understand the classical and contemporary definitions of a brand.
 Understand the role of brand managers in marketing.
 Understand the internal pressures that work against brand building
and how to overcome them

3&4 Brand Equity 3.0

Chapter 2 of Strategic Brand Management
Subjects Covered
 Keller’s Customers Based Brand Equity Model
 David Aaker’s model of Brand Equity: Brand Awareness, Brand
Loyalty, Brand Associations and Perceived Quality.

Learning Objectives:
 Identify Sources and building blocks of brand equity
 Highlight importance of brand associations
 Learn the difference between different levels of brand awareness:
depth and breadth of awareness, recall, recognition and top of
mind.

5&6 Brand Identity 3.0

Chapter 3 of Building Strong Brands
Subjects covered
 Brand as an organization, person, symbol and product
 Core Identity vs Extended Identity
 Brand Mantra
 Difference between brand image, identity and positioning
Case study
Burger King.

Learning Objectives:
 Highlight the importance of developing a strong brand identity a
consistent core and strong value proposition, especially with
changing management and agencies.

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  Demonstrate how Burger King initially falls in the product attribute
fixation trap and fails to build a brand on other dimensions like
personality, symbol and organization.
 Illustrate how Burger King falls for all the brand identity traps.

7&8 Brand Personality 3.0

Chapter 5 of Building Strong Brands

Subjects covered

 Drivers of brand personality

 How Brand personality adds to
 Brand Equity
 J. Aaker’s Brand Personality Scale
 Fournier Brand Relationship Spectrum
 Self-Expression Model
 Relationship Model
 Functional Model
Case study
Red Bull A

Learning Objectives
 Understand the modern concept of brand personality.
 Understanding consumer perceptions of and attitudes towards the
brand.
 Understanding the importance of brand personality.
 How to create brand personality.

9& Brand Positioning and Repositioning/Depositioning and Revitalization 3.0

Chapter 3 of Strategic Brand Management
10
Subjects covered
 Positioning Statement
 Point of Parity
 Point of Difference
 Frame of Reference
 Reason to Believe
 Unilevers Brand key for Dove
 Brand Value Pyramid
Case study
Dove Evolution of a Brand (HBSP Case)

Articles
 Repositioning of Horlicks in Pakistan
 Repositioning of Dawn
 Repositioning of Brand

Learning Objectives
 Understand the modern concept of brand positioning
 Understand the role of positioning for brand custodians
 Understand the different brand positioning models

1st Hourly Examination

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13 & Brand Repositioning and Revitalization 3.0
Subjects Covered
14
 Pros and Cons of Repositioning.
 Brand Reposition: Addressing the Perception Gap and Identity
Image Gap.
 Three Communications Tasks Augment , Reinforce and Dilute
Associations
 Evolutionary vs Revolutionary Repositioning
 Reasons for Repositioning
Case study
Old Spice: Revitalizing Glacial Falls

Learning Objectives:

 How to reposition a brand after a period of significant stagnation.

 Resolve the dilemma about whether to keep existing customers or

take the risk of losing them to go after a new target.
 Examines whether the company should make a sensory change in
the product (i.e., the scent) or whether it should undertake a
cognitive change in the positioning of the product instead.

15 Book Review

 Brand washed
 22 Immutable laws of Branding
 Brand Failure

16 & Brand Audit and Measurement 3.0

Case Note on Brand Audit by INSEAD
17
Article: Measuring Brand Equity across products and markets.

Learning Objectives
 Highlight the importance of performance measures in branding.
 To familiarize students with methods to measure brand awareness,
brand image, brand equity and brand value.
 To teach students both quantitative techniques to measure brand
recall and recognition as well as qualitative techniques to develop

18 Sensory branding, Cult Brands, Brand communities and Visual 3.0

Merchandising
PowerPoint presentation and videos

Learning Objectives:
 How to use taste, touch, smell, sight and sound to build brands
 How to create powerful emotional bonds with customers
How to create cult brands and practice cultural branding.
19 & Brand Architecture and Portfolio Management 3.0
Brand Relationship Spectrum : HBS Note by David Aaker
20
Subjects Covered
 Brand Architecture Spectrum
 Pros and Cons of Various brand architecture strategies
 House of brand
 Branded House
 Sub Brands
 Endorser Brands
Article

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 MIT Sloan Management Review-Can this brand be saved?

Case study
Mahindra Rise : A Brand Architecture Decision

Learning Objectives:

 To highlight the importance of brand architecture planning in

a multi-portfolio corporate brand.
 To evaluate the merits and demerits of various brand
architecture models.
 To familiarize students with the challenges that may be faced
in implementing brand architecture solutions.
 To expose participants to the importance of communicating
brand hierarchy through brand design.

2nd Mid Term Examination

23 & Brand Portfolio 3.0
Chapter 11 and 12 of Strategic Brand
24
Management

Subjects Covered
 Depth and Width of Portfolio
Strategy
 Brand Hierarchy
 New Products and Brand Extensions
 Advantages and Disadvantages of
Brand Extensions
Article
The Good the Bad and the Ugly
Learning Objectives:

1. To highlight the importance of brand architecture planning in a

multi-portfolio corporate brand.
2. To evaluate the merits and demerits of various brand architecture
models.
3. To familiarize students with the challenges that may be faced in
implementing brand architecture solutions.
4. To expose participants to the importance of communicating brand
hierarchy through brand design.
25 & Brand Communication 3.0
26
Subjects Covered
 Integrated Marketing Communication
 Brand Activation
 Community Building
 Brand and Social Media
 Global Branding
Article
Integrated Marketing Communication for marketing plan
Obama Communication Strategy and

Case study
Brand Recovery : Communication in the face of crisis

Learning Objectives
 To teach how to navigate a brand crisis?
 To familiarize students with communication strategies
developed from scientific research on the process of

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 persuasion that can help brands recover from adverse
publicity and regain their customers' trust.
 Illustrate the range of actions - such as the "come clean"
response and "polish the halo" response –
 To demonstrate to students how to apply various
communication frameworks.

27 & Final Presentation 3.0

Brand Audit and Brand Activation
28

Teaching and learning enhancement methodology:

1. The teaching methodology includes lectures, class discussions, case studies, one or
two course assignments and reading assignments. The students are expected to
study the assigned chapters, case studies and assigned readings before coming to
class.

2. Each session starts with a review of key concepts learnt so far and ends with a
student’s review of topics covered in the session.

3. Students are encouraged to take notes of key points discussed in the class to enhance
retention of concepts. Soft Copies of class presentation will be available to the
students at the end of each session.

4. Each session’s presentation starts with a reference to the course framework to place
the session’s topic in perspective which will enhance student’s retention and
learning.

5. Discussion questions will be posed to the students number of times during each
session, to engage the students in creative thinking.

6. Students will evaluate the teacher and course contents in session 20. The results will
be shared with the students in session 22 and their feedback taken. The syllabus will
be altered each semester based on the students feedback and contemporary
researches

7. The reading assignment consists of latest insights on the subject of branding to keep
the students up-to-date with the latest research findings and industry learning from
across the globe. These will change each semester.

5. Student assessment methods

Teachers Rubrics

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 Grade Poor (F, D)
Components 60 %
1. Organization of the answer  Answer all in
one block
2. Reference to the context in  No reference to
which the issue is being the context
discussed
Fair (C, C+, B-) Good (B,B+) Excellent (A-,A, A+)
70 % 80 % 90 %
 Introduce the topic  Introduce the topic  Introduce the topic
 Present the body  Present the body  Present the body in
 Give a Conclusion paragraphs/bullets
 Give a Conclusion
 Very brief reference  Limited reference  Full reference to the
to the context to the context context
 A brief discussion of it.

3. Description of the subject
matter
4. Strategic Analysis,
alternative suggestions or
scenarios given
 Limited  Some factors  All factors  All factors described /
description described / topics described / topics topics covered
covered covered  Appropriate examples
wherever required
 No analysis  Brief analysis and  Some analysis &  More than one scenario
 no alternatives  A single alternative,  Single alternative, considered,
provided vaguely described well described  The chosen alternative is
well described.
 Clear linkage to outcome.

5. Creative input  None  None  Display some  Give strong evidence of

creative options creativity

Assessment … to access Assessment Weight

methods schedule: week: age
1 Quizzes Knowledge and Sessions 3, 7, 12, 14 21
understanding }10 %
2 Assignments Knowledge and Session 12 } 4%
understanding
3 Case discussions Intellectual and 4%
analytical skills
4 1st Mid Term test Knowledge and 6 15%
understanding
5 2nd Mid Term test Professional skills 11 15%
6 Semester Report Professional and 7 to 14 12%
practical skills
7 Final exam Professional skills 16 40%
Total: 100%

Formative assessments:
 In class support behavior
 Punctuality and Attendance

Essential Readings
Strategic Brand Management by Kevin Lane Keller 3rd Edition.
Building Strong Brands by David Aaker
Advance Brand Management by Paul Temporal 2nd Edition.

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Recommended Books
Brand Sense and Buy- ology by Martin Lindstorm
Brand Failures by Matt Haig 2nd Edition
Branding in Asia by Paul Temporal
Kellogg on Branding, Tybout and Calkins 4th Edition
Positioning: The Battle for Your Mind by Alries and Jack Trout
22 Immutable laws of Branding by Alries
Brand washed by Martin Lindstorm

Head of Department
Date: ____________

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