(BBA)

(2017-20)

(Brand Management)

(Course Code)

(Spring)

(Name of the Instructor: Prof. Shubhomoy Banerjee)

Contact Details (shubhomoy@jgu.edu.in)

INTRODUCTION TO THE COURSE

The course covers various theoretical and applied aspects of brand management which may be of critical
importance to a manager in devising the product and brand strategies for the organisation’s products and
services.

COURSE OBJECTIVES

 Understand and appreciate the importance of brands in the creation of shareholder value
 Appreciate the importance and criticality of the branding decisions for a brand and the organisation
 Have an understanding of the various branding elements and consumers’ associations with brands
 Gain an understanding of the concept of brand equity and its measurement
 Understand and appreciate brand positioning strategies and the brand meanings intended through
commercials.

LEARNING GOALS (Please don’t change the underlined goals below. They are fixed for the program)

In addition to the specific course related objectives, this course is designed to achieve the following
learning goals
 1. Critical and Integrative thinking: Each student will be able to identify key issues in brand
management management settings, develop a perspective that is supported with relevant
information and integrative thinking, to draw and assess conclusions. This learning goal will be
measured through assignments and submissions as well as through class discussions
2. Awareness of Global Issues affecting brand management Decisions: Each student will be able to
identify key relevant global issues and be able to analyze he impact of the global environment on
branding and product management, as compared with domestic market related management
issues. This learning goal will be assessed through class discussion on various issues related to
branding and product management, cases and real life examples.
3. Interpersonal Awareness and Working in Teams : Each student shall demonstrate an ability to work
effectively in a team, exhibiting behavior that reflects an understanding of the importance of
individual roles and tasks and the ability to manage conflict and compromise so that team goals are
achieved. The team based case presentation in the class will be a major component for
measurement of this learning goal.
4. Effective Presentation Skill: Each student shall be able to communicate verbally in an organized,
clear, persuasive manner and be a responsive listener. Class participation will be used to assess
effective oral communication.

TEACHING METHOD

The course will have a judicious mix of lectures and cases. Here the onus of learning will be with the
student and the instructor will be a facilitator. Instead of learning ‘what to do’, the cases will also be used as
examples of real world phenomenon where a particular issue or set of issues arises and good and bad
practices are seen. The key to learning this way is to see many examples and many situations and learning
inductively from the different experiences of student managers.

TEAMS AND TEAM WORK

You will be informed about your team members and you should prepare cases for class discussion. You
will have 5 members in your team. At the end of the term, each team member will be asked to grade other
member’s participation in the course work (P2P Review).
ATTENDANCE POLICY

As per JGU attendance policy

Evaluations and Assessments

The course grade will be determined on the basis of

Evaluation Item Weightage Nature Explanation

Article/Case Presentation 20% Individual Please see explanation below
Write up 1 20% Individual Analysis of brand name and brand logo
Write up 2 30% Individual Marketing mix elements leading to brand equity
Write up 3 30% Individual Analysis of a brand portfolio strategy

Article/Case/Video Case Presentation

The groups will be required to present and discuss a case/article or a video. The cases and articles will be
sent group wise, but individual submissions are to be made from that group. They will be sent on the
previous week of the class.

Write Ups (Individual)

Write Up 1: The students will choose any 2 (one consumer goods and one service) brands of his or her
choice. They will then critically analyse the elements (including but not restricted to the names, logos,
symbols, jingles etc.). The write up should largely include,

1. What meaning does the logo and the symbol of each of the brands signify? (5 Marks)

2. Discuss the logo of the brands in terms of the various principles for choosing brand elements (5 Marks)

3. Listen to the jingles of each of the brands and watch television or print advertisements and critically
analyse the song or the catchline in terms of their adherence to the principles of choosing brand elements.
(5 Marks)

4. Make a comparative analysis of possible similarities and possible differences between brand elements in
product brands and those in service brands (5 Marks). Write at least 700 words: The release date of the
assignment is the 30th of April, 2020. Deadline 5th May 2020, 6:00 PM
Write Up 2: The students will choose any 2 (one consumer goods and one service) brands, which must be
different from the ones in Write Up 1. They will then critically analyse the roles of the marketing mix
elements in shaping up the brands’ equities. You will have to discuss

1. How do the entire range of offerings from each of the two brands help in building consumer based brand
equity? Does each offering contribute to the brand equity equally or some do it more than the others? (7.5
Marks)

2. What role does pricing play in building the brand equity? Use examples from each of the two brands (7.5
Marks)

3. Does intensive distribution score over exclusive distribution? Discuss pros and cons of each strategy
using examples of each of the brands (7.5 Marks)

4. Make a comparative analysis of possible similarities and possible differences between product brands
and service brands in terms of the marketing mix elements to build up brand equity (7.5 Marks)

Write at least 1000 words: Release date for the assignment is 25 th May 2020. Deadline 30th May

Write Up 3: Choose one branded house and one house of brands.

Write an essay about a comparative study between the companies with respect to the number of product
categories, brand extensions, and other parameters driving brand equity (which we have discussed in the
previous classes). Finally take a stand on which of the two strategies is better.

Write at least 1000 words: Release date of the assignment is 9 th June 2020. Deadline 15th June

DELIVERABLES

The reports should be submitted over email to (shubhomoy@jgu.edu.in) on or before the mutually decided
date. This project report submissions are only in MSWORD format. Students are not permitted to copy
from websites and they will be penalized if found copying/lifting from the website (There will be a plagiarism
check). However they can quote the source and accession at the end of the text . Maximum permissible
words will be 50 words in a sentence on continuous basis.

All word documents should be in standard report formats with required headings to make for easy reading.
They should be as per the above guidelines and on a A4 paper with 1-inch default margin. In general
appendices and tables do not count towards the page limit. Please use the tables and appendices in the
report; otherwise the reader would get the impression that there just there to add ‘weight’ to the report.

TEXT BOOK, COURSE PACKAGE AND OTHER READINGS

The required text book for the course is Strategic Brand Management: Building, Measuring, and Managing
Brand Equity” by Kevin Lane Keller, Pearson Prentice-Hall, 4 th Edition (TB). Chapters from this book are
assigned as required readings in the class schedule below- I will assume that you have done those
readings when you come to the class. The lectures will take the book material as a starting point and probe
deeper into the issues- it will not regurgitate the book material. If something in the book is not clear to you,
please don’t hesitate to ask.

Cases and any other reading material assigned for reading will be provided to you in a course pack and will
be uploaded in the e-learning platform.

CLASS SCHEDULE

Session Nos-1-2 Introduction and basics of product and brand management

Objective of the At the end of this session you will learn about the course, the concept of
session brands and the practice of branding and the importance of branding. The
session will also cover the basis of differences between products and brands
Readings Chapter 1 (Session 1)
Readings Class Exercise: What is a brand
John Murphy, (1988),"BRANDING", Marketing Intelligence & Planning, Vol. 6
Iss 4 pp. 4 – 8 (Session 2)
Hoeffler, Steve, and Kevin Lane Keller. 2003. "The marketing advantages of
strong brands." Journal of Brand Management no. 10 (6):421-445 (Session 3).
Case Title and Number Branding a commodity: The TATA Steel Way (Session 2)
Pedagogy Lecture/ class discussion and Case presentation

Session No-3-4 Brand Equity

Objective of the At the end of this session you will learn about the various sources of brand
session equity, the importance of brand equity and the two most important models of
brand equity
Readings Chapter 2 (Session 3)
Readings Video: Philip Kotler on the importance of brand equity
(https://www.youtube.com/watch?v=8W5ycYuhrK8)
Case Title/ Number Apple’s consumer based branding model (Session 4)
Pedagogy Class Discussion and case presentation

Session No-5 Brand Positioning

Objective of the At the end of this session you will learn about the images which the consumers
session have about brands in their minds and how this imagery works.
Readings Chapter 2
Readings Video: Product Positioning strategies explained with examples
(https://www.youtube.com/watch?v=vhdHYj-u6wQ)
Case Title/ Number Ava Natural Mineral Water (B)
Pedagogy Class Discussion and case presentation

Session No-6-7 Brand Elements for brand equity

Objective of the At the end of this session you will learn about the various elements of a brand
session and the criteria for choosing these elements
Readings Chapter 4 (Session 6)
Readings Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). The effects of brand
name suggestiveness on advertising recall. Journal of marketing, 62(1), 48-57.
Case Title/ Number Amul’s “Utterly Butterly Delicious” Brand Elements (Session 7)
Pedagogy Class Discussion and case presentation

Part 2 (Online Classes)

Session No-8 Brand Resonance and Brand Value Chain

Objective of the At the end of this session you will learn the various steps of brand building and
session the brand value chain
Readings Chapter 3 (Session 8)
Readings The brand value chain
Case Title/ Number
Pedagogy Class Discussion and article presentation

Session No-9-10 Marketing Programmes and Brand Building

Objective of the At the end of this session you will learn how each of the elements of marketing
session and the marketing mix are used in building a brand
Readings Chapters 5 and 6 (Session 9)
Readings Welcome to the experience economy (Session 9)
Cova, B., & Pace, S. (2006). Brand community of convenience products: new
forms of customer empowerment–the case “my Nutella The Community”.
European journal of marketing, 40(9/10), 1087-1105 (Session-10).
Case Title/ Number
Pedagogy Class Discussion and Case Discussion

Session No-11 Secondary Associations and Branding Strategy

Objective of the At the end of this session you will learn about the various associations which
session consumers make with brands and how these associations are used by the
brand marketers in building brands. Further do these associations stay in
consumers’ minds for the same product or do they get transferred to other
products as well? How do these associations help in building brand equity?
Readings Chapter 7
Readings
Case Title/ Number The ingredient branding of bitter agent Bitrex
Pedagogy Class Discussion and case discussion

Session No-12-13 Brand Architecture and Brand Portfolio Management

Objective of the At the end of this session you will learn about the concept of brand
session architecture, various elements of brand architecture, brand extensions and the
management of brand portfolios
Readings Chapter 11 and 12 (Session 12)
Readings Achieving the Ideal Brand Portfolio (Session 12)
Consumer Evaluations of brand extensions (Session 13)
Case Title/ Number The Dettol Row: From bathroom wrangles to kitchen squabbles (Session 13)
Pedagogy Class Discussion and case discussion and case presentation

Session No-14-15 Managing Brands Over Time

Objective of the At the end of this session you will learn about the resurgence of brands and
session the strategies followed in making a mature brand live again
Readings Chapter 13
Readings
Case Title/ Number Reinventing Bisleri
Pedagogy Class Discussion, case discussion and presentation