School: SBS Batch : 2018-2020

Program: Current Academic Year: 2019-20

Branch: Semester: III
1 Course Code MBA265
2 Course Title BRAND MANAGEMENT
3 Credits 3
4 Contact 3-0-0
Hours
(L-T-P)
Course Type Elective
5 Course • To make the students aware of the conceptual constructs of branding
Objective • To make the students familiar with the formulation and execution of
branding strategies in the marketplace
• To make the students appreciate the strategic importance of branding
in modern marketing and also identify the potential challenges in
branding
6 Course
Outcomes On successful completion of this module students will be able to:

CO1. Define and describe the concept of brands and products strategic
management process of a newly launched brand.
CO2. Describe and classify a strong positioning statement for brand equity,
brand building and a brand identity vis-a-vis its existing competitors.
CO3: Chalk out an Integrated Marketing Communications as well as pricing
strategy for a chosen brand
CO4: Analyze a feasible extension of an existing brand and draw
conclusions for effective brand decisions.
CO5: Analyze and evaluate a global marketing plan for a successful
domestic brand.
CO6: Create and compile detailed analysis of the brand reinforcement and
brand revitalization as well as global branding strategy.

7 Course The aim of the course is to cover topics in brand management, an area that is
Description at the heart of all marketing efforts and driver of the company top and bottom
lines. The objective of the course is to give students a general but penetrative
insight and understanding of this vital area in marketing while demonstrating
critical application areas in brand communication, reinforcement and
revitalization.
8 Outline syllabus CO Mapping
Unit 1 Introduction
A Meaning and Importance of Brand; Brand versus Product CO1
B Challenges and Opportunities in Branding; Concept of Brand CO1,CO2
Equity
C Brand Management Process; Role of Customer Relationship CO1
Management in Brand-building

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 Unit 2 Brand Equity
A Sources of Brand Equity; Brand-building CO1, CO2
B Implications of Brand Building CO2
C Brand Identity CO2
Unit 3 Brand Image and Communication
A Brand image CO2, CO3
B Brand communication: Brand Recall, Brand recognition. CO3
C Pricing Strategy; Integrated Marketing Communications, CO3
Celebrity Endorsement
Unit 4 Brand Strategy
A Brand Value Chain; Types of brands. CO3, CO4
B Designing Brand Strategy; Brand Extension - Advantages CO4
and Disadvantages
C Evaluation of Opportunities for Brand Extension; Brand CO4, CO5
Strategy along the Product Life Cycle
Unit 5 Making Brands International
A Reinforcing the Brand; Brand Revitalisation CO5, CO6
B Managing Brand Internationally; Advantages and CO5, CO6
Disadvantages of Global Marketing
C Standardisation versus Customisation; Global Brand Strategy CO5, CO6
Mode of Theory/group discussion/Quiz/Assignment.
examination
Weightage CA Practical
Distribution 60% - 40%
Text book/s*
Other
References

POs PO1 PO2 PO3 PO4 PO5 PO6 PSO1 PSO2 PSO3 PSO4
COs
CO1 2 2 1 1 - - - 1 1 1
CO2 3 2 1 - - - 2 1 1 -
CO3 1 2 2 2 2 - - - - 1
CO4 2 3 - 2 2 - 2 1 2 -
CO5 3 2 3 - 3 - 1 2 2 2
CO6 2 3 3 2 3 2 1 1 - 2

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